Young Marketers Elite 2 Assignment for Attendance - Lương Đức Hiệp
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Transcript of Young Marketers Elite 2 Assignment for Attendance - Lương Đức Hiệp
Assignment for Attendance
A NEED is a consumer’s desire for a product’s or service’s benefit,
whether that be functional oe emotional
AN INSIGHT is the penetrating understanding of consumers which provides hooks or clues that lead us towards new brand building opportunities
BUT WE MUST
Seeing below the surface Seeing inside the consumer
CONSUMER NEED
Young people often wear the same gear as their sporting heroes
CONSUMER INSIGHT FOR BRAND
Young people admire the talent and self-belief of sporting heroes.
Wearing the same gear is a way of tapping into their energy and supporting their own self belief
Keep asking
Why? Why is that important?
Which means….? So what?
HOW TO FIND CONSUMER INSIGHT?
OBSORB
Knowledge
ANALYZE
Fact
UNLOCK
Insight
GATHER
Information Observation
OBSERVATION • Kids are very active so kids clothes get dirty WHY? • They can’t help it when they are playing WHY? • They are thinking about their games with their friends not their clothes WHY IS THAT IMPORTANT? • By playing they are building friendships and learning new things WHY IS THAT IMPORTANT? • I’d rather my kids got dirty and learned something than were clean and didn’t! CONSUMER INSIGHT
Dirt is experience, dirt is good.
It’s only when you’re free to get dirty that you truly experience life
THANK YOU