g n ti l

su Con s te i S In © 11

360Insight Portfolio by Jacques Epangue

Insight Specialist for Brand Management

Class 2015

I stand with one foot rooted in social sciences and the other in business...

... but also embracing a multicultural vision

Methodology imagination

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Insight is about recognizing relationships or

associations between the scene, participants and

actions in order to help solve a problem.

It’s about seeing the whole picture...

Social Who they do the

action with

Actions What action /s they

do

Motivations What they think or

feel

…and being able to support it

Observe Reframe Validate

FACTS FINDINGS INSIGHTS

Works Insight to light

#1 The scene : US Tv Network Industry The participants: Hispanics, Advertisers

Assignment Ignite the passions of the sales force and make Univision and other UCI brands a “must-have” for new advertisers.

Findings

For marketers, the growth of the US Hispanic population is not only an important sales opportunity but presents the promise of reaching a dynamic and engaged audience with a unique digital behavior.

Facts

The Hispanic population is one of the fastest growing demographics in the United States, and they are shaping the culture of America through their growing political clout and their influence in the food and entertainment industry. Univision is the biggest Spanish-language media network in the United States when it comes to revenue, ratings and stations owned.

By learning to recognize logos, ethos, and pathos in Hispanic community Univision is able to broadcast programming that appeal to a sense of community and emotional moments of identification.

Insight

#2 The scene : US Travel Industry The participants: Travelers (business, family, leisure)

Assignment Increase top of mind awareness when people are thinking about and organizing their vacations

It’s always easier to go with the known than the unknown. Even the most adventurous travelers need a toolkit full of tips to make their travel a little less stressful.

Findings

Facts

92% of internet users read product reviews and 89% of people say that reviews influence their purchasing decision. (e-tailing group) 65 % of travelers are more likely to choose a hotel that has won a TripAdvisor award. (TripAdvisor)

When someone is planning a trip, digital channels begin as a source of inspiration. As the inspiration takes shape, those channels become planning tools.

Insight

#3 The scene : Children Health Hospitals The participants: pediatrician, parents, donors

Assignment Raise awareness about the outstanding contribution Columbia Children’s Health has achieved in pediatric care and research.

For donors, parents and fellows choosing CCH becomes a reason for better access an experience driven by reputation and depth of expertise.

Findings

Facts

Columbia Children’s Health is ranked as “Best Children’s Hospitals” in 9 specialties Faculty members at Columbia Children's Health have been responsible for a number of significant clinical breakthroughs Word-of-mouth recommendations matter most, but online patient reviews or ratings are playing a small but significant and growing role when parents choose pediatricians.

When it comes to complex care for children, families will go to any lengths for the best. However, all Children’s hospitals built their stories around leadership but most fail to make the association between services offered and patient needs both verbally and visually.

e findings also reveal that children’s feeling of wellbeing within this experience is linked to their ability to feel comfortable in the environment, to maintain a positive state of mind and to remain positively engaged with the experience and the environment.

Insight

And my all-time favourite quote

“An insight is simply defined as understanding ‘why’ rather than the what. Rob Campbell Head of Planning Weiden + Kennedy Shanghai China

PROBLEM Marketers only see Univision as a Spanish language platform

WHY? Because Univision is the biggest Spanish-language media network in the United States when it comes to revenue, ratings and stations owned.

WHY?

WHY?

INSIGHT

Because second to the Church, Univision is the most recognized and trusted brand among Hispanics

Because Univision doesn’t speak to passive audience but to active participants.

By learning to recognize logos, ethos, and pathos in Hispanic community Univision is able to broadcast programming that appeal to a sense of community and emotional moments of identification.

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Thank You