Adapted for PUMBA-How to Ride the Consumer Insight Motorbike IIM a Part1
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Transcript of Adapted for PUMBA-How to Ride the Consumer Insight Motorbike IIM a Part1
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How to ride theConsumer Insight Motorbike
A learn-by-doing workshop by Univbrands
Advertising Club Calcuttapresents
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Learn by doing
Choose a product or service
Express it as a brand
In todays brand sensitive world, which is the mediumthat has the highestOTS* ?
*Opportunity to be seen
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Participants present
Introduce yourselves
Introduce your brandShow or describe the face of the brand
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What are you really selling?
Products have rationales
Brands have emotionales
To discover a brands emotionale you have to
understand the target consumer The emotionale will always be based on a strong
consumer insight
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Some examples ofconsumer insight
People take pictures to preserve memories
Kodakis really selling memories
People change watches depending on what
clothes they are wearing Titan is really selling fashion
What are the brands you admire?What are they
really selling?Whats the consumer insightinvolved?
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Students at MICA came up with theseWhich of these are true consumer insights ?
Camlin : Children crave to have a close companion withthem while growing up.
LG golden eye TV: A mother worries that rays emittingfrom television can harm her childs eyes.
Bajaj: Indian youth is modern yet traditional at heart.
Marlboro: Every male has a hidden desire to lead the life ofa cowboy.
Lux: Every girl has a hidden desire to be a film star
Cadburys Dairy milk I want to share the things I lovewith the people I love.
People want to share things they love with those that theylove
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Good consumer insights
The Thats very true feeling
Observation of consumer behaviour or belief
Universal truth
AnAha Factor
Could span Product Categories Because it is true of the consumer, not of the product
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How does one discover a consumer insight?
By talking to consumers
By developing your powers of observation
By drawing on a lifetime of research
By using common sense
It is, finally, as easy as riding a motorbike
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Two crucial questions for any brand
1. At whom is the brand aimed?
2. What are you really selling?
There are two more.
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Key Brand Planning Question 1
At whom is the brand aimed?
Everybody = Nobody Define a mindset Demographics is for media planners.
Mindset is for brand planners.
This mindsetwill be associated with the brands emotionale
Find out what the target consumer thinks, feels and does
Not just about your product category. But about his or heremotional needs that you could satisfy.
Knowledge, Attitude and Behaviour (KAB) studies help. Butnot everyone can afford them.
You can do this yourself. You meet consumers every day.
Formal Market Research rarely throws up consumerinsights. Engaging consumer contact does.
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Key Brand Planning Question 2
Whats the brands emotionale?
Is it based on a consumer insight? Does it connect with the product rationale?
If you dont already have an emotionale, start with
alternative hypotheses.
What couldthey really be buying?
Then devise an engaging mind game that will help youunderstand the consumer
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Devising engaging consumer games
Consumers can spot market researchers from a
mile All Asians tell market researchers what the market
researchers want to hear
Make your research inventive, engaging The respondent must enjoy the conversation /
interaction
Avoid revealing the product or brand you are
researching Explore the hypothetical emotionale Not the product or service. Observe where the
product or service naturally fits in
Listen with your eyes. See with your ears.
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Meet the consumer
Use flattery
Excuse me. I couldnt help noticing your ( ). Where didyou get it?Make friends. Find a common ground of interest
Use projective techniques See that person? Why do you think he goes to a
multiplex?
Use engaging games Here are three (intriguing visual props). If you tell me
what you feel about them, I will tell you what you preferin (product category)
Make sure everyone on the team knows your game planfor contact with the consumer
Make notes afterthe consumer contact, not during it.
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To be continued