Consumer & Customer Understanding for better brand building
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Sep 04, 2024
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About This Presentation
brand planning
Slide Content
4 September 2024
Consumer Understanding & Insight
Created by:
PRASAD NARASIMHAN
For M&M 2 Wheeler Sector
December 2010
Consumer Understanding & Insight
Created by:
PRASAD NARASIMHAN
For M&M 2 Wheeler Sector
December 2010
4 September 2024
Marketing processes – Consumer Understanding & Insight
Marketing processes – Consumer Understanding & Insight
4 September 2024
Consumers are the foundation upon which all successful marketing activity is based. Brands can only flourish & grow when they are inspired by a deep understanding of consumer needs & motivations
Achieving this understanding is an increasingly challenging task. The world is changing fast, and its people with it.
As marketers, we need to shape the future ourselves, by anticipating & leading the development of consumer needs & behavior. The need is to be market ‘driving’ not market driven. This requires superior
consumer understanding.
Introduction
Consumers are the foundation upon which all successful marketing activity is based. Brands can only flourish & grow when they are inspired by a deep understanding of consumer needs & motivations
Achieving this understanding is an increasingly challenging task. The world is changing fast, and its people with it.
As marketers, we need to shape the future ourselves, by anticipating & leading the development of consumer needs & behavior. The need is to be market ‘driving’ not market driven. This requires superior
consumer understanding.
Introduction
4 September 2024
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
4 September 2024
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
4 September 2024
So you think you know your consumer?
Dear Mr. Thatcher
I have been a loyal user of your 'Always' maxi pads for over 20 years and I appreciate many of their features. Why, without the LeakGuard
Core or Dri-Weave absorbency, I'd probably never go horseback riding or salsa dancing, and I'd certainly steer clear of running up and
down the beach in tight, white shorts. But my favorite feature has to be your revolutionary Flexi-Wings. Kudos on being the only
company smart enough to realize how crucial it is that maxi pads be aerodynamic I can't tell you how safe and secure I feel each
month knowing there's a little F-16 in my pants.
Have you ever had a menstrual period, Mr. Thatcher? I'm guessing you haven't. Well, my time of the month is starting right now. As I type,
I can already feel hormonal forces violently surging through my body. Just a few minutes from now, my body will adjust and I'll be
transformed into what my husband likes to call 'an inbred hillbilly with knife skills.' Isn't the human body amazing? As Brand Manager in
the Feminine-Hygiene Division, you've no doubt seen quite a bit of research on what exactly happens during your customer's monthly
visits from 'Aunt Flo'. Therefore, you must know about the bloating, puffiness, and cramping we endure, and about our intense mood
swings, crying jags, and out-of-control behavior. You surely realize it's a tough time for most women. The point is, Sir, you of all
people must realize that America is just crawling with homicidal maniacs in Capri pants... Which brings me to the reason for my letter.
Last month, while in the throes of cramping so painful I wanted to reach inside my body and yank out my uterus, I opened an Always maxi-
pad, and there, printed on the adhesive backing, were these words: 'Have a Happy Period.' Are you f*%$*& kidding me? What I mean
is, does any part of your tiny middle-manager brain really think happiness - actual smiling, laughing happiness, is possible during a
menstrual period? Did anything mentioned above sound the least bit pleasurable? Well, did it, James? FYI, unless you're some kind of
sick S&M freak, there will never be anything 'happy' about a day in which you have to jack yourself up on Motrin and Kahlua and lock
yourself in your house just so you don't march down to the local Walgreen's armed with a hunting rifle and a sketchy plan to end your
life in a blaze of glory. For the love of God, pull your head out, man! If you have to slap a moronic message on a maxi pad, wouldn't it
make more sense to say something that's actually pertinent, like 'Put down the Hammer' or 'Vehicular Manslaughter is Wrong'
Sir, please inform your Accounting Department that, effective immediately, there will be an $8 drop in monthly profits, for I have chosen
to take my maxi-pad business elsewhere. And though I will certainly miss your Flex-Wings, I will not for one minute miss your brand of
condescending bullshit. And that's a promise I will keep.
Always.
Wendi AaronsAustin , TX
So you think you know your consumer?
Dear Mr. Thatcher
I have been a loyal user of your 'Always' maxi pads for over 20 years and I appreciate many of their features. Why, without the LeakGuard
Core or Dri-Weave absorbency, I'd probably never go horseback riding or salsa dancing, and I'd certainly steer clear of running up and
down the beach in tight, white shorts. But my favorite feature has to be your revolutionary Flexi-Wings. Kudos on being the only
company smart enough to realize how crucial it is that maxi pads be aerodynamic I can't tell you how safe and secure I feel each
month knowing there's a little F-16 in my pants.
Have you ever had a menstrual period, Mr. Thatcher? I'm guessing you haven't. Well, my time of the month is starting right now. As I type,
I can already feel hormonal forces violently surging through my body. Just a few minutes from now, my body will adjust and I'll be
transformed into what my husband likes to call 'an inbred hillbilly with knife skills.' Isn't the human body amazing? As Brand Manager in
the Feminine-Hygiene Division, you've no doubt seen quite a bit of research on what exactly happens during your customer's monthly
visits from 'Aunt Flo'. Therefore, you must know about the bloating, puffiness, and cramping we endure, and about our intense mood
swings, crying jags, and out-of-control behavior. You surely realize it's a tough time for most women. The point is, Sir, you of all
people must realize that America is just crawling with homicidal maniacs in Capri pants... Which brings me to the reason for my letter.
Last month, while in the throes of cramping so painful I wanted to reach inside my body and yank out my uterus, I opened an Always maxi-
pad, and there, printed on the adhesive backing, were these words: 'Have a Happy Period.' Are you f*%$*& kidding me? What I mean
is, does any part of your tiny middle-manager brain really think happiness - actual smiling, laughing happiness, is possible during a
menstrual period? Did anything mentioned above sound the least bit pleasurable? Well, did it, James? FYI, unless you're some kind of
sick S&M freak, there will never be anything 'happy' about a day in which you have to jack yourself up on Motrin and Kahlua and lock
yourself in your house just so you don't march down to the local Walgreen's armed with a hunting rifle and a sketchy plan to end your
life in a blaze of glory. For the love of God, pull your head out, man! If you have to slap a moronic message on a maxi pad, wouldn't it
make more sense to say something that's actually pertinent, like 'Put down the Hammer' or 'Vehicular Manslaughter is Wrong'
Sir, please inform your Accounting Department that, effective immediately, there will be an $8 drop in monthly profits, for I have chosen
to take my maxi-pad business elsewhere. And though I will certainly miss your Flex-Wings, I will not for one minute miss your brand of
condescending bullshit. And that's a promise I will keep.
Always.
Wendi AaronsAustin , TX
4 September 2024
People!
Like you & me, our parents, brothers, sisters & friends
Consumers are human beings – and difficult to understand as a result!
What are ‘consumers’?
Motorcycle user,
male, SEC B-C,
age 25-35
Muthu, father of 2
kids, cricket fanatic,
great sense of
humor, working as
courier delivery boy,
rides a bike to
commute & for work
People!
Like you & me, our parents, brothers, sisters & friends
Consumers are human beings – and difficult to understand as a result!
What are ‘consumers’?
Motorcycle user,
male, SEC B-C,
age 25-35
Muthu, father of 2
kids, cricket fanatic,
great sense of
humor, working as
courier delivery boy,
rides a bike to
commute & for work
4 September 2024
Consumers & Customers often confused in internal company parlance
Normally ‘customer’ refers to people buying from company – e.g. dealers
Consistency (internally & across time) more important than nitpicking definitions
What are ‘consumers’?
Consumers & Customers often confused in internal company parlance
Normally ‘customer’ refers to people buying from company – e.g. dealers
Consistency (internally & across time) more important than nitpicking definitions
What are ‘consumers’?
4 September 2024
At a superficial level, consumers are those that buy our products
Can be different from the decision maker
Can further be different from the final user.
How can these impact how we think of the brand & product/ message development?
Buyers vs. consumers
At a superficial level, consumers are those that buy our products
Can be different from the decision maker
Can further be different from the final user.
How can these impact how we think of the brand & product/ message development?
Buyers vs. consumers
4 September 2024
Core TG (Most Valued Consumers)
x
x
x
x
x
x
x
x
x
x
Core TG (Most Valued Consumers)
x
x
x
x
x
x
x
x
x
x
4 September 2024
Fleshing them out
•Knowing them as people
•Passion Points
•Attitudes to Life
•Attitudes to CATEGORY
•Knowing them as people
•Passion Points
•Attitudes to Life
•Attitudes to CATEGORY
•Knowing them as people
•Passion Points
•Attitudes to Life
•Attitudes to CATEGORY
Fleshing them out
•Knowing them as people
•Passion Points
•Attitudes to Life
•Attitudes to CATEGORY
•Knowing them as people
•Passion Points
•Attitudes to Life
•Attitudes to CATEGORY
•Knowing them as people
•Passion Points
•Attitudes to Life
•Attitudes to CATEGORY
4 September 2024
e.g. ‘Most Valued Consumer’ : Couples who choose to holiday without children
As people…
•Care for nature, culture, heritage
•Big city dwellers
•Well traveled, want to ‘explore’
•Watch Discovery Channel
•Looking for a romantic rediscovery
of spouse
Passion Points
•Cares for nature/ culture/ heritage
•Looking for a bit of ‘Malgudi’
•Less is more
Attitudes to Life
•Discover each other
•Price insensitive, but value sensitize
•Life-escape
•Looking for things I can’t get regularly
•Want what money can’t buy
Attitudes to Holidays
•Looking to ‘un-corporate’
•Looking for stories to tell
•The ‘art of holidaying’
•Looking for stuff that money can’t buy
•A holiday without artifice
e.g. ‘Most Valued Consumer’ : Couples who choose to holiday without children
As people…
•Care for nature, culture, heritage
•Big city dwellers
•Well traveled, want to ‘explore’
•Watch Discovery Channel
•Looking for a romantic rediscovery
of spouse
Passion Points
•Cares for nature/ culture/ heritage
•Looking for a bit of ‘Malgudi’
•Less is more
Attitudes to Life
•Discover each other
•Price insensitive, but value sensitize
•Life-escape
•Looking for things I can’t get regularly
•Want what money can’t buy
Attitudes to Holidays
•Looking to ‘un-corporate’
•Looking for stories to tell
•The ‘art of holidaying’
•Looking for stuff that money can’t buy
•A holiday without artifice
4 September 2024
Table Exercise: Can you take a stab at these for M&M brands?
As people…
•How can you describe them as
people? People, like you & me
Passion Points
•What are they passionate about in life?
In what ways do these manifest?
Attitudes to Life
•What matters to them?
•What is their POV on life?
Attitudes to Bikes
•How do they see bikes?
•What needs to bikes meet?
•What roles do they play in consumers’ lives
Table Exercise: Can you take a stab at these for M&M brands?
As people…
•How can you describe them as
people? People, like you & me
Passion Points
•What are they passionate about in life?
In what ways do these manifest?
Attitudes to Life
•What matters to them?
•What is their POV on life?
Attitudes to Bikes
•How do they see bikes?
•What needs to bikes meet?
•What roles do they play in consumers’ lives
4 September 2024
Building up the picture on Muthu…
I know that stuff… That was a bit surprising…
I can do that!! Product Ideas!! That’s weird!! Unexpected!!!
Building up the picture on Muthu…
I know that stuff… That was a bit surprising…
I can do that!! Product Ideas!! That’s weird!! Unexpected!!!
4 September 2024
But consumers are so complex!@#
Can’t pigeon-hole individuals as one particular kind of customer. Needs will
vary depending on their situation & mindset at any one time
Need-states determine purchase behavior. Multiple brand behavior often
indicates different need-states rather than a lack of brand loyalty
But consumers are so complex!@#
Can’t pigeon-hole individuals as one particular kind of customer. Needs will
vary depending on their situation & mindset at any one time
Need-states determine purchase behavior. Multiple brand behavior often
indicates different need-states rather than a lack of brand loyalty
4 September 2024
Consumer Understanding
B R E A D T H
TIME TRENDS
D
E
P
T
H
Consumer Understanding
B R E A D T H
TIME TRENDS
D
E
P
T
H
4 September 2024
Consumer Understanding
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Separate studies (e.g. segmentation, shopper behavior, media consumption etc.)
seek to separately profile & understand the consumer, but in different ways.
Genuine understanding can only be achieved via a synthesis of findings
Consumer Understanding
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Separate studies (e.g. segmentation, shopper behavior, media consumption etc.)
seek to separately profile & understand the consumer, but in different ways.
Genuine understanding can only be achieved via a synthesis of findings
4 September 2024
Consumer Understanding
Consumer Understanding
4 September 2024
Consumer Understanding: Breadth
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
The Multi-Dimensional
Consumer
TIME
N
i
g
h
t
D
a
y
Weekdays Weekends
Influencer
Shopper
Consumer
Mother
Wife
Daughter
Business Woman
Hostess
Sports Woman
Friend
Home Work
Consumer Understanding: Breadth
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
The Multi-Dimensional
Consumer
TIME
N
i
g
h
t
D
a
y
Weekdays Weekends
Influencer
Shopper
Consumer
Mother
Wife
Daughter
Business Woman
Hostess
Sports Woman
Friend
Home Work
4 September 2024
Why is this level of understanding helpful?
Product Needs?
Service Needs?
Communication
Opportunities?
Distribution
Opportunities?
Opportunities to gain competitive advantage.
Why is this level of understanding helpful?
Product Needs?
Service Needs?
Communication
Opportunities?
Distribution
Opportunities?
Opportunities to gain competitive advantage.
4 September 2024
A desire or need
at a point in time
that can be
basic or advanced
The Needstate
=
Consumer Understanding: Depth
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
A desire or need
at a point in time
that can be
basic or advanced
The Needstate
=
Consumer Understanding: Depth
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
4 September 2024
Consumer Understanding - BMW
Consumer Understanding - BMW
4 September 2024
“I want to be seen to
succeed both at a personal
and professional level.
Driving a high performance,
prestigious car is
a clear signal to others
that I am on the
road to success.”
The Needstate
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Consumer Understanding: Depth
“I want to be seen to
succeed both at a personal
and professional level.
Driving a high performance,
prestigious car is
a clear signal to others
that I am on the
road to success.”
The Needstate
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Consumer Understanding: Depth
4 September 2024
Consumer Understanding - Mini
Consumer Understanding - Mini
4 September 2024
Consumer Understanding - Mini
Consumer Understanding - Mini
4 September 2024
“I want to live every element
of my life to the full. The car
I drive is an integral accessory
to my life and needs to reflect
my fun and adventurous
personality.”
The Needstate
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Consumer Understanding - Mini
“I want to live every element
of my life to the full. The car
I drive is an integral accessory
to my life and needs to reflect
my fun and adventurous
personality.”
The Needstate
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Consumer Understanding - Mini
4 September 2024
Consumer Understanding - iPod
Consumer Understanding - iPod
4 September 2024
Consumer Understanding - iPod
Consumer Understanding - iPod
4 September 2024
“The style of music I listen to
depends on how I’m feeling
at the time.
I want to be able to carry my
whole music collection around
with me so that I can always
play the music to suit my mood,
no matter
where I am.”
The Needstate
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Consumer Understanding - iPod
“The style of music I listen to
depends on how I’m feeling
at the time.
I want to be able to carry my
whole music collection around
with me so that I can always
play the music to suit my mood,
no matter
where I am.”
The Needstate
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Consumer Understanding - iPod
4 September 2024
So, what are the Needstates
being addressed by these two
brands?
Consumer Understanding - The World of Mothers with Young Kids
So, what are the Needstates
being addressed by these two
brands?
Consumer Understanding - The World of Mothers with Young Kids
4 September 2024
Consumer Understanding - Pampers
Consumer Understanding - Pampers
4 September 2024
Consumer Understanding - Pampers
Consumer Understanding - Pampers
4 September 2024
Consumer Understanding - Huggies
Consumer Understanding - Huggies
4 September 2024
Consumer Understanding - Huggies
Consumer Understanding - Huggies
4 September 2024
Consumer Understanding - Pampers and Huggies
PAMPERS HUGGIES
“I am constantly worried
that I many not be seen to be
perfect in caring for my baby.
I want to keep the skin of my baby
dry to avoid nappy rash
and feelings of guilt.”
“As parents, we
proudly encourage the
development of our children
in the early years.
We want to ensure that this
development is unhindered all
day long.”
Consumer Understanding - Pampers and Huggies
PAMPERS HUGGIES
“I am constantly worried
that I many not be seen to be
perfect in caring for my baby.
I want to keep the skin of my baby
dry to avoid nappy rash
and feelings of guilt.”
“As parents, we
proudly encourage the
development of our children
in the early years.
We want to ensure that this
development is unhindered all
day long.”
4 September 2024
Consumer Understanding - Needstates Change as People Grow
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Consumer Understanding - Needstates Change as People Grow
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
4 September 2024
The case of the Sunny Delight Mum…..
Consumer Understanding
The case of the Sunny Delight Mum…..
Consumer Understanding
4 September 2024
PAMPERS MUM
GOOD MUM
SUNNY DELIGHT MUM
GOOD MUM
Consumer Understanding - Needstates Change as People Grow
“I am constantly worried that
I may not be seen to be
perfect in caring for my baby
I want to keep the skin of my
baby dry to avoid nappy
rash and feelings of guilt.”
“I want to be both a ‘good’
Mum and a “cool” Mum
By giving my kids the health
benefits of fresh juice,
with a taste they and their
friends love,
I feel that I can be both.”
PAMPERS MUM
GOOD MUM
SUNNY DELIGHT MUM
GOOD MUM
Consumer Understanding - Needstates Change as People Grow
“I am constantly worried that
I may not be seen to be
perfect in caring for my baby
I want to keep the skin of my
baby dry to avoid nappy
rash and feelings of guilt.”
“I want to be both a ‘good’
Mum and a “cool” Mum
By giving my kids the health
benefits of fresh juice,
with a taste they and their
friends love,
I feel that I can be both.”
4 September 2024
Consumer Understanding - Needstates Evolve due to External Trends
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
Consumer Understanding - Needstates Evolve due to External Trends
=
B R E A D T HB R E A D T H
TRENDS
D
E
P
T
H
TIME
4 September 2024
1970’s / 1980’s
The safety of my family is all
important to me.
Driving is dangerous and I want to do
everything possible to ensure the
safety of my family on the road.
2000’s
I want to be fully in control of life’s
pleasures.
I want to experience this ‘safe sex’
sensation, when driving.
Consumer Understanding - Needstates Evolve Over Time - Volvo
1970’s / 1980’s
The safety of my family is all
important to me.
Driving is dangerous and I want to do
everything possible to ensure the
safety of my family on the road.
2000’s
I want to be fully in control of life’s
pleasures.
I want to experience this ‘safe sex’
sensation, when driving.
Consumer Understanding - Needstates Evolve Over Time - Volvo
4 September 2024
Consumer Understanding - Needstates Evolve Over Time - Volvo
Consumer Understanding - Needstates Evolve Over Time - Volvo
4 September 2024
To Summarise…………
B R E A D T H
TRENDS
D
E
P
T
H
TIME
To Summarise…………
B R E A D T H
TRENDS
D
E
P
T
H
TIME
4 September 2024
Home Work!!!
By the time we meet next….
B R E A D T H
TRENDS
D
E
P
T
H
TIME
Home Work!!!
By the time we meet next….
B R E A D T H
TRENDS
D
E
P
T
H
TIME
4 September 2024
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Flow of this section
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Flow of this section
4 September 2024
People have a wide variety of needs.
When a specific need is aroused to a
sufficient level of intensity, an
individual will want it satisfied
Once lower order needs are satisfied,
they will no longer motivate behavior.
This principle helps explain why
markets tend to evolve over time from
the offer of functional, basic products
to more sophisticated emotional
concepts
The needs hierarchy
People have a wide variety of needs.
When a specific need is aroused to a
sufficient level of intensity, an
individual will want it satisfied
Once lower order needs are satisfied,
they will no longer motivate behavior.
This principle helps explain why
markets tend to evolve over time from
the offer of functional, basic products
to more sophisticated emotional
concepts
The needs hierarchy
4 September 2024
The needs hierarchy
The needs hierarchy
4 September 2024
Sensory: the consumer satisfaction
resulting from a brand’s ability to
deliver sensations
Consumer Benefits – three main kinds
Functional: the consumer
satisfaction resulting from a brand’s
ability to perform practical tasks
Emotional: the consumer
satisfaction resulting from a brand’s
ability to arouse feelings
Sensory: the consumer satisfaction
resulting from a brand’s ability to
deliver sensations
Consumer Benefits – three main kinds
Functional: the consumer
satisfaction resulting from a brand’s
ability to perform practical tasks
Emotional: the consumer
satisfaction resulting from a brand’s
ability to arouse feelings
4 September 2024
Each benefit consistent with the other
Usually, they will be inextricably linked (e.g. >> power & “definitely male’)
Not maintaining a balance can undermine brand’s success over time
Strong brands offer powerful combinations of these benefits
Protecting my
family
Safe to drive Safe to drive
Safe to drive
e.g.Volvo
Emotional Benefit
Functional Benefit
Attributes
Strong brands also have a clearly
defined central brand idea - a value
they stand for which is linked to the
satisfaction of a single emotive
consumer goal
This however does not make them
one-dimensional; e.g. Volvo
Safety
Responsible parenting
Caring
Also, middle aged & boring?
Each benefit consistent with the other
Usually, they will be inextricably linked (e.g. >> power & “definitely male’)
Not maintaining a balance can undermine brand’s success over time
Strong brands offer powerful combinations of these benefits
Protecting my
family
Safe to drive Safe to drive
Safe to drive
e.g.Volvo
Emotional Benefit
Functional Benefit
Attributes
Strong brands also have a clearly
defined central brand idea - a value
they stand for which is linked to the
satisfaction of a single emotive
consumer goal
This however does not make them
one-dimensional; e.g. Volvo
Safety
Responsible parenting
Caring
Also, middle aged & boring?
4 September 2024
Map M&M brands across the three levels
How many brands have a ‘cogent’ build-up?
Table Exercise: How do M&M brands stack up across benefits?
???
??? ???
???
Emotional Benefit
Functional Benefit
Attributes
Do the benefits stack up cogently?
Have they been articulated in a
manner that consumers would?
How relevant are these ‘benefit
combos’ w.r.t competitive options?
Map M&M brands across the three levels
How many brands have a ‘cogent’ build-up?
Table Exercise: How do M&M brands stack up across benefits?
???
??? ???
???
Emotional Benefit
Functional Benefit
Attributes
Do the benefits stack up cogently?
Have they been articulated in a
manner that consumers would?
How relevant are these ‘benefit
combos’ w.r.t competitive options?
4 September 2024
As markets grow more sophisticated, discovering unmet needs becomes increasingly difficult.
Functional needs get met by most
Finding deeper emotional/ psychological needs is not easy – especially as there are some kinds of
needs that people will not tell us about
Hidden needs
Secret Needs – motivations that consumers would rather keep
to themselves because they would be embarrassed if others
came to know about them (e.g. the desire to impress others, a
concern over personal experience etc.)
Habitual needs – things consumers take so much for granted
that they would not think of talking about it (e.g. detailed
washing habits)
Intuitive needs – desires which are difficult to rationalize &
justify, but exist all the same (e.g. a craving for chocolate)
Un-anticipated needs: The needs consumers only recognize
once they are alerted to them (e.g. Sony Walkman, Post-it
notes)
Unconscious needs – deep psychological drivers which
influence a person’s behavior without them being aware (e.g.
the response to color, shape, music etc.)
As markets grow more sophisticated, discovering unmet needs becomes increasingly difficult.
Functional needs get met by most
Finding deeper emotional/ psychological needs is not easy – especially as there are some kinds of
needs that people will not tell us about
Hidden needs
Secret Needs – motivations that consumers would rather keep
to themselves because they would be embarrassed if others
came to know about them (e.g. the desire to impress others, a
concern over personal experience etc.)
Habitual needs – things consumers take so much for granted
that they would not think of talking about it (e.g. detailed
washing habits)
Intuitive needs – desires which are difficult to rationalize &
justify, but exist all the same (e.g. a craving for chocolate)
Un-anticipated needs: The needs consumers only recognize
once they are alerted to them (e.g. Sony Walkman, Post-it
notes)
Unconscious needs – deep psychological drivers which
influence a person’s behavior without them being aware (e.g.
the response to color, shape, music etc.)
4 September 2024
Table Exercise: Hypothesize the hidden needs for M&M brands
Rodeo Duro Kine Stallio Mojo
Secret needs
Habitual needs
Intuitive needs
Un-anticipated needs
Unconscious needs
Table Exercise: Hypothesize the hidden needs for M&M brands
Rodeo Duro Kine Stallio Mojo
Secret needs
Habitual needs
Intuitive needs
Un-anticipated needs
Unconscious needs
4 September 2024
Needs: Segmentation
Needs: Segmentation
4 September 2024
Pricing segmentation (e.g. beer market in UK)
* NOTE: price indexes different by market
Super premium
Premium
Mainstream
Economy
130+
120-130
110-120
90-110
80-90
<80
GUINESS 475
PU 161
Tuborg 123 Dreher 113
Arany Aszok 94
Kobanyai Sor 85
Price index vs. market avge*
Pricing segmentation (e.g. beer market in UK)
* NOTE: price indexes different by market
Super premium
Premium
Mainstream
Economy
130+
120-130
110-120
90-110
80-90
<80
GUINESS 475
PU 161
Tuborg 123 Dreher 113
Arany Aszok 94
Kobanyai Sor 85
Price index vs. market avge*
4 September 2024
5W Segmentation: going beyond simple demographics
5 key W’s work together with pricing to drive brand choice:
Market
Map
Why
What
Where
Who When
Whatby product type e.g. cruiser, racer,
commuter
Whoby consumer groupe.g. young
urban adults, traditional retired people
Whyby benefit e.g. taste, refreshment,
commuting to work
When by occasion e.g. after work, Saturday
night on the town, weekend
Where by place e.g. pub, café, at home
Pricee.g. mainstream, economy
PRICE
5W Segmentation: going beyond simple demographics
5 key W’s work together with pricing to drive brand choice:
Market
Map
Why
What
Where
Who When
Whatby product type e.g. cruiser, racer,
commuter
Whoby consumer groupe.g. young
urban adults, traditional retired people
Whyby benefit e.g. taste, refreshment,
commuting to work
When by occasion e.g. after work, Saturday
night on the town, weekend
Where by place e.g. pub, café, at home
Pricee.g. mainstream, economy
PRICE
4 September 2024
Creating Market Maps that make sense: e.g. combining WHO & WHY
Mainstream
Bonding
(Castle SA)
Survival
(Cheap standard,
super strength)
Free Living
Easy
(Corona US)
Affirmation (Who I am)
Traditional,
probably older
Experimental,
probably younger
Aspiration (Who I want to be)
Winding Down
Winding Up
Upscale
Downscale
(Guiness)
(Tyskie)
Comfort /
“Time-out”
Premium
Status
(Stella)
Abandon
(Super
strength)
“Segments” are bundles of W’s that can be targeted with a brand.
e.g. the Beer market in UK.
Creating Market Maps that make sense: e.g. combining WHO & WHY
Mainstream
Bonding
(Castle SA)
Survival
(Cheap standard,
super strength)
Free Living
Easy
(Corona US)
Affirmation (Who I am)
Traditional,
probably older
Experimental,
probably younger
Aspiration (Who I want to be)
Winding Down
Winding Up
Upscale
Downscale
(Guiness)
(Tyskie)
Comfort /
“Time-out”
Premium
Status
(Stella)
Abandon
(Super
strength)
“Segments” are bundles of W’s that can be targeted with a brand.
e.g. the Beer market in UK.
4 September 2024
Building flesh around the bones…
SEGMENT
NAME
SEGMENT
DESCRIPTOR
WHO
WHY
WHEN
WHERE
WHAT
- Beer
- Non-beer
Mainstream
Bonding
Being myself in a
relaxed
environment
Beer Buddies
Free Living Youth
Traditionalists
Relaxation and
Comfort /
Reward
Easy Sociability –
wind down
Quiet drink with
friends
Home
Local Pub/Bar
Uptown Bar
- Tyskie Poland,
Castle SA
- Wine
Mixed Spirits
Comfort/
Time Out
Rooted in
my everyday
lifestyle
Traditionalists
Strugglers/
Survivors
Relaxation and
Comfort,
Reward,
Easy Sociability
– wind down
Have friends in
home
Midweek
session
Home
Local Pub/Bar
- Guiness, Sam
Adams US
- Mixed Spirits
Survival
Emotional
respite from
life
Strugglers/
Survivors
Relaxation and
Comfort
Release
Family
gathering
Midweek
session
Home
Local Pub/Bar
- Cheaper
standard beer,
super strength
Premium
Status
Projecting my
aspiration for
social status
Status Seekers
Standing out
from the crowd
Weekend
session
Home
Restaurant
- Heineken,
Stella, Becks (not
home mkt)
- Mixed Spirits,
Wine
Free Living
Easy
Being part of
the group,
fitting in
Beer Buddies
Free Living
Youth
Stimulation
Easy sociability
– wind up
Sessions
Having friends
round
Home
Local Pub/Bar
Uptown Bar
- Breezer UK,
Corona US
- Mixed Spirits
Abandon
Letting go in the
moment and
living out my
aspirations
Free Living Youth
Stimulation and
release
Easy sociability –
wind up
Weekend session
Clubbing/
Disco
Night Club
Uptown Bar
- Superstrength
beers
- Mixed Spirits
- RTDs
Building flesh around the bones…
SEGMENT
NAME
SEGMENT
DESCRIPTOR
WHO
WHY
WHEN
WHERE
WHAT
- Beer
- Non-beer
Mainstream
Bonding
Being myself in a
relaxed
environment
Beer Buddies
Free Living Youth
Traditionalists
Relaxation and
Comfort /
Reward
Easy Sociability –
wind down
Quiet drink with
friends
Home
Local Pub/Bar
Uptown Bar
- Tyskie Poland,
Castle SA
- Wine
Mixed Spirits
Comfort/
Time Out
Rooted in
my everyday
lifestyle
Traditionalists
Strugglers/
Survivors
Relaxation and
Comfort,
Reward,
Easy Sociability
– wind down
Have friends in
home
Midweek
session
Home
Local Pub/Bar
- Guiness, Sam
Adams US
- Mixed Spirits
Survival
Emotional
respite from
life
Strugglers/
Survivors
Relaxation and
Comfort
Release
Family
gathering
Midweek
session
Home
Local Pub/Bar
- Cheaper
standard beer,
super strength
Premium
Status
Projecting my
aspiration for
social status
Status Seekers
Standing out
from the crowd
Weekend
session
Home
Restaurant
- Heineken,
Stella, Becks (not
home mkt)
- Mixed Spirits,
Wine
Free Living
Easy
Being part of
the group,
fitting in
Beer Buddies
Free Living
Youth
Stimulation
Easy sociability
– wind up
Sessions
Having friends
round
Home
Local Pub/Bar
Uptown Bar
- Breezer UK,
Corona US
- Mixed Spirits
Abandon
Letting go in the
moment and
living out my
aspirations
Free Living Youth
Stimulation and
release
Easy sociability –
wind up
Weekend session
Clubbing/
Disco
Night Club
Uptown Bar
- Superstrength
beers
- Mixed Spirits
- RTDs
4 September 2024
Table Exercise: use 5W to look at M&M brands
What are the ‘sensible’ segments emerging?
What opportunities do they suggest?
Where are the gaps in current brand definitions? How can they be plugged?
Table Exercise: use 5W to look at M&M brands
What are the ‘sensible’ segments emerging?
What opportunities do they suggest?
Where are the gaps in current brand definitions? How can they be plugged?
4 September 2024
Model for mapping consumer needs, motivations & brands in a consistent way across countries
Based on the universal emotional consumer drivers expressed on the axes below
These dimensions are generally recognized as the fundamental psychological forces which drive & motivate human
beings at an implicit level – provides a bridge between these primal drivers and their expression in peoples’ actual
behavior
Getting deeper: Implicit Needs mapping
ADAPTIVE
FILTER
FOR
RESOLVING
NEEDS
EXTERNALISED
EXPRESSION
INTERNALISED
NEGATION
EGO-
AFFIRMATION
AND SELF
ASSERTION
SOCIAL
AFFILIATION AND
SELF PROTECTION
©
ADAPTIVE FILTER
FOR
RESOLVING
NEEDS
EXTERNALISED
EXPRESSION
INTERNALISED
NEGATION
EXPRESSIVE WARMTH
AND HARMONY
EXPRESSIVE VITALITY
OR POTENCY
DEFENSIVE, COOL,
CALCULATIVE SELF
CONTROL
DEFENSIVE SELF-
DISTANCING & SELF
PROTECTION
EGO-
AFFIRMATION AND
SELF ASSERTION
SOCIAL AFFILIATION
AND INTEGRATION
Model for mapping consumer needs, motivations & brands in a consistent way across countries
Based on the universal emotional consumer drivers expressed on the axes below
These dimensions are generally recognized as the fundamental psychological forces which drive & motivate human
beings at an implicit level – provides a bridge between these primal drivers and their expression in peoples’ actual
behavior
Getting deeper: Implicit Needs mapping
ADAPTIVE
FILTER
FOR
RESOLVING
NEEDS
EXTERNALISED
EXPRESSION
INTERNALISED
NEGATION
EGO-
AFFIRMATION
AND SELF
ASSERTION
SOCIAL
AFFILIATION AND
SELF PROTECTION
©
ADAPTIVE FILTER
FOR
RESOLVING
NEEDS
EXTERNALISED
EXPRESSION
INTERNALISED
NEGATION
EXPRESSIVE WARMTH
AND HARMONY
EXPRESSIVE VITALITY
OR POTENCY
DEFENSIVE, COOL,
CALCULATIVE SELF
CONTROL
DEFENSIVE SELF-
DISTANCING & SELF
PROTECTION
EGO-
AFFIRMATION AND
SELF ASSERTION
SOCIAL AFFILIATION
AND INTEGRATION
4 September 2024
Implicit needs mapping – e.g. Personal Care market in India
ACTIVE
ASSERTIVE
CONTROL
CAREFREE
DELICATE
WARM
Sporty
Energetic
Bold
Dynamic
Independent
Outgoing
Sophisticated
Independent
Ambitious
Successful
Discerning
Superior
Distant
Efficient
Disciplined
Organized
Perfectionist
Reserved
Serious
Determined
Gentle
Calm
Tender
Vulnerable
Naïve
Romantic
Quiet
Sensitive
Child-like
Family - oriented
Sociable
Popular
Approachable
Friendly
Dependable
Traditional
Fun-loving
Lively
Bubbly
Modern
Trendy
Youthful
Outgoing
Implicit needs mapping – e.g. Personal Care market in India
ACTIVE
ASSERTIVE
CONTROL
CAREFREE
DELICATE
WARM
Sporty
Energetic
Bold
Dynamic
Independent
Outgoing
Sophisticated
Independent
Ambitious
Successful
Discerning
Superior
Distant
Efficient
Disciplined
Organized
Perfectionist
Reserved
Serious
Determined
Gentle
Calm
Tender
Vulnerable
Naïve
Romantic
Quiet
Sensitive
Child-like
Family - oriented
Sociable
Popular
Approachable
Friendly
Dependable
Traditional
Fun-loving
Lively
Bubbly
Modern
Trendy
Youthful
Outgoing
4 September 2024
Skin Care RoutineSkin Care Routine
Simple and uncomplicated - no patience for
elaborate procedures
Seeks variety
Experimental- constantly trying new products
Innovative
Desired LookDesired Look
Fresh
Vibrant
Bright
Attractive
Radiant
Implicit needs mapping – using the model
Product FeaturesProduct Features
Easy to use
Day long effect
Overall look and feel of product given
considerable importance
Likes bright colours
Strong, lingering fragrance
Attractive, different shapes
PersonalityPersonality
Fun-loving
Lively
Bubbly
Modern
Trendy
Youthful
Outgoing
Skin Care RoutineSkin Care Routine
Simple and uncomplicated - no patience for
elaborate procedures
Seeks variety
Experimental- constantly trying new products
Innovative
Desired LookDesired Look
Fresh
Vibrant
Bright
Attractive
Radiant
Implicit needs mapping – using the model
Product FeaturesProduct Features
Easy to use
Day long effect
Overall look and feel of product given
considerable importance
Likes bright colours
Strong, lingering fragrance
Attractive, different shapes
PersonalityPersonality
Fun-loving
Lively
Bubbly
Modern
Trendy
Youthful
Outgoing
4 September 2024
Need Segment Positions & Sizes: Motorcycles 2004
Power/Macho 12.6%
Potency 27.5%
Exclusivity 13.4%
Belonging 14.1%
Utility 11.6%
Liberation 20.8%
C
o
m
in
g
o
f A
g
e
Recognition
S
o
c
ia
l S
u
p
e
rio
rity
Vitality
S
o
c
i
a
l
I
n
t
e
g
r
a
t
i
o
n
S
e
l
f
A
f
f
i
r
m
a
t
i
o
n
Excitement
Support
Need Segment Positions & Sizes: Motorcycles 2004
Power/Macho 12.6%
Potency 27.5%
Exclusivity 13.4%
Belonging 14.1%
Utility 11.6%
Liberation 20.8%
C
o
m
in
g
o
f A
g
e
Recognition
S
o
c
ia
l S
u
p
e
rio
rity
Vitality
S
o
c
i
a
l
I
n
t
e
g
r
a
t
i
o
n
S
e
l
f
A
f
f
i
r
m
a
t
i
o
n
Excitement
Support
4 September 2024
Needs Segments Cut Across Price, Makes, Regions & Town Classes
Needs Segments Cut Across Price, Makes, Regions & Town Classes
4 September 2024
Potency 27.5%
Potency Profile
C
o
m
in
g
o
f A
g
e
Recognition
S
o
c
ia
l S
u
p
e
rio
rity
Vitality
S
o
c
i
a
l
I
n
t
e
g
r
a
t
i
o
n
S
e
l
f
A
f
f
i
r
m
a
t
i
o
n
Excitement
Support
Potency Summary
Brand Persona
Personality Relationship w/ vehicle
Sporty/ Energetic Loyal companion
Ambitious/ Stylish Girlfriend
Self-Centred Lover
Emotional Benefits
Motivations User Reflection
Show off success Young at heart
Attract opposite sex Trendy/ fashionable
Attract attention Responsible
Feelings when driving Attitudes
Ready to take world Independence
Romantic For young people
Attractive Efficient business
Functional Benefits
Styling Preference Image
Benneli TNT Cool/ trendy
Karizma Good styling
Pulsar Exciting
Desired Options
Larger engine
Good acceleration
Good suspension
Potency 27.5%
Potency Profile
C
o
m
in
g
o
f A
g
e
Recognition
S
o
c
ia
l S
u
p
e
rio
rity
Vitality
S
o
c
i
a
l
I
n
t
e
g
r
a
t
i
o
n
S
e
l
f
A
f
f
i
r
m
a
t
i
o
n
Excitement
Support
Potency Summary
Brand Persona
Personality Relationship w/ vehicle
Sporty/ Energetic Loyal companion
Ambitious/ Stylish Girlfriend
Self-Centred Lover
Emotional Benefits
Motivations User Reflection
Show off success Young at heart
Attract opposite sex Trendy/ fashionable
Attract attention Responsible
Feelings when driving Attitudes
Ready to take world Independence
Romantic For young people
Attractive Efficient business
Functional Benefits
Styling Preference Image
Benneli TNT Cool/ trendy
Karizma Good styling
Pulsar Exciting
Desired Options
Larger engine
Good acceleration
Good suspension
4 September 2024
Liberation Profile
Liberation 20.8%
C
o
m
in
g o
f A
g
e
Recognition
S
o
c
ia
l S
u
p
e
rio
rity
Vitality
S
o
c
i
a
l
I
n
t
e
g
r
a
t
i
o
n
S
e
l
f
A
f
f
i
r
m
a
t
i
o
n
Excitement
Support
Liberation Summary
Brand Persona
Personality Relationship w/ vehicle
Bright/ Joyful Friend for fun
Alive/ Outgoing Girlfriend
Honest/ Calm Lover
Emotional Benefits
Motivations User Reflection
Trendy/ fashionable Smart
For adventure Young at heart
Appear smart/ mature Trendy/ fashionable
Feelings when driving Attitudes
Attractive For young people
Romantic Wants to stand out
Young Reminds of youth
Functional Benefits
Styling Preference Image
Pulsar Cool/ trendy
Karizma Good styling
Benneli TNT Superior technology
Desired Options
High power engine
Good acceleration
Durable engine
Liberation Profile
Liberation 20.8%
C
o
m
in
g o
f A
g
e
Recognition
S
o
c
ia
l S
u
p
e
rio
rity
Vitality
S
o
c
i
a
l
I
n
t
e
g
r
a
t
i
o
n
S
e
l
f
A
f
f
i
r
m
a
t
i
o
n
Excitement
Support
Liberation Summary
Brand Persona
Personality Relationship w/ vehicle
Bright/ Joyful Friend for fun
Alive/ Outgoing Girlfriend
Honest/ Calm Lover
Emotional Benefits
Motivations User Reflection
Trendy/ fashionable Smart
For adventure Young at heart
Appear smart/ mature Trendy/ fashionable
Feelings when driving Attitudes
Attractive For young people
Romantic Wants to stand out
Young Reminds of youth
Functional Benefits
Styling Preference Image
Pulsar Cool/ trendy
Karizma Good styling
Benneli TNT Superior technology
Desired Options
High power engine
Good acceleration
Durable engine
4 September 2024
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
4 September 2024
4 key steps involved in capturing & applying consumer understanding in a way
that leads to profitable business growth:
Consumer Understanding Cycle – a continuing process
4 key steps involved in capturing & applying consumer understanding in a way
that leads to profitable business growth:
Consumer Understanding Cycle – a continuing process
4 September 2024
The consumer buying decision process
Habitual : Passive process based on familiarity & habit (e.g . salt)
Variety-seeking: Desire to liven up a low-involvement consumption experience by trying out different brands (e.g. soap, biscuits)
Dissonance-reducing: Concern to support one’s purchase decisions by confirming that no major differences exist between alternative brands (e.g. refrigerators, water coolers)
Complex: Careful consideration of all alternatives before mak ing a decision (e.g. computers, motorbik es, homes)
Low involvement High involvement
Few differences between brands Habitual Dissonance-reducing
Significant differences between brands Variety-seeking Complex
The consumer buying decision process
Habitual : Passive process based on familiarity & habit (e.g . salt)
Variety-seeking: Desire to liven up a low-involvement consumption experience by trying out different brands (e.g. soap, biscuits)
Dissonance-reducing: Concern to support one’s purchase decisions by confirming that no major differences exist between alternative brands (e.g. refrigerators, water coolers)
Complex: Careful consideration of all alternatives before mak ing a decision (e.g. computers, motorbik es, homes)
Low involvement High involvement
Few differences between brands Habitual Dissonance-reducing
Significant differences between brands Variety-seeking Complex
4 September 2024
The consumer buying decision process in 2W (to be verified)
Search to decide
See on road
Hearabout
Know benefits
Feel assured
Use to dispose/
rebuy
Facilitate
Malfunctionto
Resolve
Time & Cost
Convenience
Trust
Acquireto use
Ride experience
Trouble-free running
Durability &
Reliability
Decideto acquire
Location convenience
Helpfulness of
dealer
Ease ofpurchase
moments of truth
•Trouble- free performance or reliability= +ve word of mouth
•Lower cost of ownership
•Outstanding communication
•Consistency of presence
•Better looks & styles / segmented & differentiated portfolio
Ease of use / ride
Comfort & convenience
Outstanding reliability / durability
Safety in tyres & brakes
More & more capable service stations
Lower cost of servicing
Lower requirement for service
Wider distribution & tailor – made
easy finance capability
Facilitate easy exchange / upgradation
The consumer buying decision process in 2W (to be verified)
Search to decide
See on road
Hearabout
Know benefits
Feel assured
Use to dispose/
rebuy
Facilitate
Malfunctionto
Resolve
Time & Cost
Convenience
Trust
Acquireto use
Ride experience
Trouble-free running
Durability &
Reliability
Decideto acquire
Location convenience
Helpfulness of
dealer
Ease ofpurchase
moments of truth
•Trouble- free performance or reliability= +ve word of mouth
•Lower cost of ownership
•Outstanding communication
•Consistency of presence
•Better looks & styles / segmented & differentiated portfolio
Ease of use / ride
Comfort & convenience
Outstanding reliability / durability
Safety in tyres & brakes
More & more capable service stations
Lower cost of servicing
Lower requirement for service
Wider distribution & tailor – made
easy finance capability
Facilitate easy exchange / upgradation
4 September 2024
Shopping trips, workshops, store visits, a day-in-the-life, buddy-groups…..
Broader consumer understanding opening ‘more windows’
Shopping trips, workshops, store visits, a day-in-the-life, buddy-groups…..
Broader consumer understanding opening ‘more windows’
4 September 2024
Holistic consumer understanding
All MR need not be directed only at the category & our plans within them
A broader understanding of the world of the consumer is crucial for us to view our brands & products
from a valid perspective
Unless we use MR to build a more holistic understanding of consumers, we may well miss some of the
deeper cultural & social drivers influencing their behavior. It is only through appreciating the subtleties
in these areas that truly relevant products and communications can be developed
Product
Category
Product
Category
Consumers’ world Consumers’ world
Holistic consumer understanding
All MR need not be directed only at the category & our plans within them
A broader understanding of the world of the consumer is crucial for us to view our brands & products
from a valid perspective
Unless we use MR to build a more holistic understanding of consumers, we may well miss some of the
deeper cultural & social drivers influencing their behavior. It is only through appreciating the subtleties
in these areas that truly relevant products and communications can be developed
Product
Category
Product
Category
Consumers’ world Consumers’ world
4 September 2024
Emergent trends
Specialist trend consultantse.g. Scooty working with fashion consultant
‘Finger on the pulse’ seminarse.g. Honeywell using external experts
Work with leading edge consumerse.g. Lego creates through kids/ over-grown kids
Trend : Increasing tendency of people
to stay cocooned in their homes
Opportunity: Home delivery
Trend : Consumer demand for ‘magic
moments’ & small indulgences
Opportunity: ‘Cucumber Slices’
Trend : Greater sensitivity to
environmental issues as brand ‘landfill’
Opportunity: Biodegradable cutlery
Trend : Greater sensitivity to
consequences of a missed breakfast
Opportunity: New health breakfast
Emergent trends
Specialist trend consultantse.g. Scooty working with fashion consultant
‘Finger on the pulse’ seminarse.g. Honeywell using external experts
Work with leading edge consumerse.g. Lego creates through kids/ over-grown kids
Trend : Increasing tendency of people
to stay cocooned in their homes
Opportunity: Home delivery
Trend : Consumer demand for ‘magic
moments’ & small indulgences
Opportunity: ‘Cucumber Slices’
Trend : Greater sensitivity to
environmental issues as brand ‘landfill’
Opportunity: Biodegradable cutlery
Trend : Greater sensitivity to
consequences of a missed breakfast
Opportunity: New health breakfast
4 September 2024
Beyond Research to Insights
Insight: That element of all you know about the target consumers and
their needs upon which the brand is founded
All our competitors buy consumer research. So do we. We all use the
information to build consumer understanding
To gain a competitive edge we have to go further, using our consumer
understanding to build great consumer Insight
Insight is about ´seeing under the surface´, inside consumers´ hearts
and minds
Need to dig for rough diamonds of insight that serve as inspiration for
brand growth. Strong brands use insight as fuel for both strategic
thinking as well as to ignite ideas for innovation.
Research ≠ Qualitative and/or Quantitative methods. It expands to
draw from perspectives from a range of different insight sources.
Research used for support,
not for illumination
Beyond Research to Insights
Insight: That element of all you know about the target consumers and
their needs upon which the brand is founded
All our competitors buy consumer research. So do we. We all use the
information to build consumer understanding
To gain a competitive edge we have to go further, using our consumer
understanding to build great consumer Insight
Insight is about ´seeing under the surface´, inside consumers´ hearts
and minds
Need to dig for rough diamonds of insight that serve as inspiration for
brand growth. Strong brands use insight as fuel for both strategic
thinking as well as to ignite ideas for innovation.
Research ≠ Qualitative and/or Quantitative methods. It expands to
draw from perspectives from a range of different insight sources.
Research used for support,
not for illumination
4 September 2024
So what’s an Insight?
The discovery of something enlightening about your consumer that leads to action
So what’s an Insight?
The discovery of something enlightening about your consumer that leads to action
4 September 2024
Insights are notinformation
Not information/ observations
But rough diamonds hiding in a heap of findings &
that need careful polishing before they shine
Insights are notinformation
Not information/ observations
But rough diamonds hiding in a heap of findings &
that need careful polishing before they shine
4 September 2024
4 September 2024
Insight: Our fear of the unknown
the movie exploits our fear of what
we cannot see. It builds on what
might be under the water
Insights, Observations & Spielberg
Insight: Children create imaginary
friends to overcome pain/ loneliness
E.T. was a movie about my childhood
- about my parents’ divorce, when I
needed a special friend, and had to
use my imagination to take me to
places that felt good
Insight: Our fear of the unknown
the movie exploits our fear of what
we cannot see. It builds on what
might be under the water
Insights, Observations & Spielberg
Insight: Children create imaginary
friends to overcome pain/ loneliness
E.T. was a movie about my childhood
- about my parents’ divorce, when I
needed a special friend, and had to
use my imagination to take me to
places that felt good
4 September 2024
Insight
Opportunity
Observation
Insights = beyond ‘findings’; factual, but superficial/ rational
Many people don’t eat breakfast in the
morning. They know its good for them, but
they’re in just too much of a hurry
Launch of
Nutri-Grain Bar:
The best solution to
a missed breakfast
Many people don’t eat breakfast in the morning
No one cares about batteries; until
they run out. Then… they are critical
Launch of
Long-Life Duracell:
Drives away that
stress
No one cares about batteries
Babies with healthy skin are happier … and
so better able to play, kearn & develop
Relaunch of
Pampers with a new
vision of ‘Celebrating
Baby Development’
Babies with healthy skin are happier
Insight
Opportunity
Observation
Insights = beyond ‘findings’; factual, but superficial/ rational
Many people don’t eat breakfast in the
morning. They know its good for them, but
they’re in just too much of a hurry
Launch of
Nutri-Grain Bar:
The best solution to
a missed breakfast
Many people don’t eat breakfast in the morning
No one cares about batteries; until
they run out. Then… they are critical
Launch of
Long-Life Duracell:
Drives away that
stress
No one cares about batteries
Babies with healthy skin are happier … and
so better able to play, kearn & develop
Relaunch of
Pampers with a new
vision of ‘Celebrating
Baby Development’
Babies with healthy skin are happier
4 September 2024
Obtaining Insights = asking ‘toddler questions’ (Laddering)
Obtain information about what people think & do
Build understanding about why they do it.
Repeatedly ask ‘why’ until you reach a ‘raw’,
fundamental motivation
Often the process will lead to several Insights
The one you will want to use is the one that
offers the greatest competitive advantage
Insights are hard work. Most will come from
sharing consumers´ lives, talking with them - not
just about them, empathising with them
Obtaining Insights = asking ‘toddler questions’ (Laddering)
Obtain information about what people think & do
Build understanding about why they do it.
Repeatedly ask ‘why’ until you reach a ‘raw’,
fundamental motivation
Often the process will lead to several Insights
The one you will want to use is the one that
offers the greatest competitive advantage
Insights are hard work. Most will come from
sharing consumers´ lives, talking with them - not
just about them, empathising with them
4 September 2024
Deriving insights from big trends
Deriving insights from big trends
4 September 2024
Authenticity Longevity Health Care Home Creativity
Self-Service Organic Food Body Enhancement Personal TechAffordable Luxury
OutsourcingPersonal Creativity Miniaturization Green LivingOpenness
High Design Mobile Computing Online Shopping Simplicity World Travel
DesignInstant Gratification Flexi-working (women) Spirituality
On-demand tech
Interactive entertainment
Insights can be discovered by querying some of the biggest trends
Authenticity Longevity Health Care Home Creativity
Self-Service Organic Food Body Enhancement Personal TechAffordable Luxury
OutsourcingPersonal Creativity Miniaturization Green LivingOpenness
High Design Mobile Computing Online Shopping Simplicity World Travel
DesignInstant Gratification Flexi-working (women) Spirituality
On-demand tech
Interactive entertainment
Insights can be discovered by querying some of the biggest trends
4 September 2024
When you know you have it - Good insights pass the FIRE Drill
Fresh- a new take on the category & consumer
Inspiring – leads you to action
Relevant – to your consumers & your brand
Enduring – taps into deep needs & emotions likely to last
When you know you have it - Good insights pass the FIRE Drill
Fresh- a new take on the category & consumer
Inspiring – leads you to action
Relevant – to your consumers & your brand
Enduring – taps into deep needs & emotions likely to last
4 September 2024
INSIGHT TYPE Insight Action Insight Action
Brand Insight Consumers think that if
a ketchup is thick, it has
lots of tomatoes in it
Soap leaves skin feeling
dry & tight
Innovation Insight Senior citizens find the
features of mobile
phones very intimidating
Watches can be a
fashion accessory as
well as a means of
telling time
Communications InsightMen are always finding
an excuse to delay their
exercise regimen
My gene pool
determines my destiny
Insights lead to action in many ways
INSIGHT TYPE Insight Action Insight Action
Brand Insight Consumers think that if
a ketchup is thick, it has
lots of tomatoes in it
Soap leaves skin feeling
dry & tight
Innovation Insight Senior citizens find the
features of mobile
phones very intimidating
Watches can be a
fashion accessory as
well as a means of
telling time
Communications InsightMen are always finding
an excuse to delay their
exercise regimen
My gene pool
determines my destiny
Insights lead to action in many ways
4 September 2024
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calanderization
Flow of this section
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calanderization
Flow of this section
4 September 2024
Insight starts with developing ‘insightful manager’
Mindset: The world’s most successful
companies think in terms of developing
‘insightful managers’ rather than just
carrying out ‘insightful MR’.
The role of MR: While high quality MR plays
a strong role in improving management
insight, it is only a means to an end. It is
not the end.
The role of line managers: As they are
ultimately responsible for business
planning, strategizing, actioning & results,
it is crucial that their activities are based
on a deep understanding of the consumer
Insight starts with developing ‘insightful manager’
Mindset: The world’s most successful
companies think in terms of developing
‘insightful managers’ rather than just
carrying out ‘insightful MR’.
The role of MR: While high quality MR plays
a strong role in improving management
insight, it is only a means to an end. It is
not the end.
The role of line managers: As they are
ultimately responsible for business
planning, strategizing, actioning & results,
it is crucial that their activities are based
on a deep understanding of the consumer
4 September 2024
Shopping trips
Workshops
Store visits
Qualitative research
Experienced managers @ work
A day-in-the-life
Buddy-groups
Expert interviews
Extreme consumers
Poring over quanti studies of the past…..
Deeper insight often requires opening ‘more windows’
The diversity of different connections is important, both to build up a
balanced picture, as well as to provide as many different stimuli to
management thinking as possible
Shopping trips
Workshops
Store visits
Qualitative research
Experienced managers @ work
A day-in-the-life
Buddy-groups
Expert interviews
Extreme consumers
Poring over quanti studies of the past…..
Deeper insight often requires opening ‘more windows’
The diversity of different connections is important, both to build up a
balanced picture, as well as to provide as many different stimuli to
management thinking as possible
4 September 2024
Insight hunting means getting your butt out of office; ever so often
Insight hunting means getting your butt out of office; ever so often
4 September 2024
Direct Contact. Don’t understand the consumer. BE the consumer
The first step to get true insight is to go beyond just understanding consumers.
Need to get much closer to the action, feel the insight
‘in your gut’
Consumer Empathy = breaking down the barrier between
us (the brand) and them (the consumer)
Good insights are visceral, emotional
Consumer Exploration Consumer Empathy
Research ‘Overt’ techniques – FGDs & Interviews‘Undercover’ : ethnography, observation
Place In a research facility, behind 1-way mirrorImmersed in the real life of consumers
Attitude to consumerTry to understand the consumer BE the consumer
Emphasis Rational : what’s in your head Emotional : Feel it in your gut
Time Frame Sporadic & based on project needs Ongoing injections of deep insight
Direct Contact. Don’t understand the consumer. BE the consumer
The first step to get true insight is to go beyond just understanding consumers.
Need to get much closer to the action, feel the insight
‘in your gut’
Consumer Empathy = breaking down the barrier between
us (the brand) and them (the consumer)
Good insights are visceral, emotional
Consumer Exploration Consumer Empathy
Research ‘Overt’ techniques – FGDs & Interviews‘Undercover’ : ethnography, observation
Place In a research facility, behind 1-way mirrorImmersed in the real life of consumers
Attitude to consumerTry to understand the consumer BE the consumer
Emphasis Rational : what’s in your head Emotional : Feel it in your gut
Time Frame Sporadic & based on project needs Ongoing injections of deep insight
4 September 2024
Getting close & personal
Getting close & personal
4 September 2024
A day in the life of…
Normal Managers Insightful Managers
Read the same newspaper every day
Watch/listen to their favorite programs on TV/ radio
Locked in meetings all day
Always get the Agency to come to office
Occasionally attend an MR debrief/ read a report
Never do their own shopping
Rarely use their own products
Rarely get a chance to watch TV (or ads)
Take their work with them
Read a different news paper each day
Watch/ listen to their TG’s favorite programs
Find time to get out of office on top of all meetings
Make the most of agency visits to check out new things
Read reports, attend debriefs + meet consumers regularly
Watch consumers shopping for their brands
Regularly use own and competitive products
Regularly have ad viewing sessions with extended team & discuss
Live a life outside office
A day in the life of…
Normal Managers Insightful Managers
Read the same newspaper every day
Watch/listen to their favorite programs on TV/ radio
Locked in meetings all day
Always get the Agency to come to office
Occasionally attend an MR debrief/ read a report
Never do their own shopping
Rarely use their own products
Rarely get a chance to watch TV (or ads)
Take their work with them
Read a different news paper each day
Watch/ listen to their TG’s favorite programs
Find time to get out of office on top of all meetings
Make the most of agency visits to check out new things
Read reports, attend debriefs + meet consumers regularly
Watch consumers shopping for their brands
Regularly use own and competitive products
Regularly have ad viewing sessions with extended team & discuss
Live a life outside office
4 September 2024
Stimulating Insight @ the workplace
Stimulating Insight @ the workplace
4 September 2024
360
0
Insight
360
0
Insight
4 September 2024
Competition : Competitive Landscaping
Focus on ‘what’ competition does and ‘why’ consumers choose them; not ‘how much’
(sizing up).
Learn from them. Steal with pride. Improve upon something you’ve discovered.
Look beyond own market; seek unknown competitors; scan what they do.
Look at what is successful in other markets; then roll it out faster
Competition : Competitive Landscaping
Focus on ‘what’ competition does and ‘why’ consumers choose them; not ‘how much’
(sizing up).
Learn from them. Steal with pride. Improve upon something you’ve discovered.
Look beyond own market; seek unknown competitors; scan what they do.
Look at what is successful in other markets; then roll it out faster
4 September 2024
Competition : Competitive Landscaping
Competition : Competitive Landscaping
4 September 2024
Competition : Brand Peer Groups
Competition : Brand Peer Groups
4 September 2024
Competition : Retail Visits
Go shopping. Nose around various stores.
Look beyond your category shelf. Look for anything new,
clever or different.
Product Siting
New Private Label Offers
POS
Promotions
Packaging
Shopper Behavior
Competition : Retail Visits
Go shopping. Nose around various stores.
Look beyond your category shelf. Look for anything new,
clever or different.
Product Siting
New Private Label Offers
POS
Promotions
Packaging
Shopper Behavior
4 September 2024
Culture : Semiotics
Brands exist in a wider cultural context
‘Larger things in life’ sometimes have a deep impact on brand performance
Look for the ‘Bigger Picture’
Culture : Semiotics
Brands exist in a wider cultural context
‘Larger things in life’ sometimes have a deep impact on brand performance
Look for the ‘Bigger Picture’
4 September 2024
Culture : Trends
Need to be inspiring; set fireworks in peoples’
heads – engender action
Must keep evolving over time
Young in the mind vs. young
The concept of youth being ‘encroached’
Youth beginning to ‘mark’ territory in retaliation
Symbols of ‘reclaiming’ youth territory
Rebellion, but in a covert manner
Today’s the day; seize the moment
“IT’S NOW OR NEVER”
Culture : Trends
Need to be inspiring; set fireworks in peoples’
heads – engender action
Must keep evolving over time
Young in the mind vs. young
The concept of youth being ‘encroached’
Youth beginning to ‘mark’ territory in retaliation
Symbols of ‘reclaiming’ youth territory
Rebellion, but in a covert manner
Today’s the day; seize the moment
“IT’S NOW OR NEVER”
4 September 2024
Consumer : Immersion & Ethnography
Need to get ‘more cover’ to get truer & deeper insights
Consumer : Immersion & Ethnography
Need to get ‘more cover’ to get truer & deeper insights
4 September 2024
Consumer : Immersion & Ethnography
Consumer : Immersion & Ethnography
4 September 2024
Consumer : Fans (or haters)
Tap into your fan club. Fans care to spend more time giving feedback.
Look at what people hate in your brand – a great source of strength!!
Consumer : Fans (or haters)
Tap into your fan club. Fans care to spend more time giving feedback.
Look at what people hate in your brand – a great source of strength!!
4 September 2024
Consumer : Consumer Panels
Go back to the same consumers, again & again – actioning along the way
Consumer : Consumer Panels
Go back to the same consumers, again & again – actioning along the way
4 September 2024
Consumer : Feedback Forms (that you really use)
Fantastic source of free insight
And action!
Mastery at generating free advertising
Action that demonstrates commitment
True commitment to quality, in hiring the top soup guru
Note from CEO = ‘commitment from the top’
Informal, personal tone of voice = attitude, sizzle
Consumer : Feedback Forms (that you really use)
Fantastic source of free insight
And action!
Mastery at generating free advertising
Action that demonstrates commitment
True commitment to quality, in hiring the top soup guru
Note from CEO = ‘commitment from the top’
Informal, personal tone of voice = attitude, sizzle
4 September 2024
Consumer : Fringe consumers
Kimberley Clark, looking for new insights on menstruation
Already had mountains of research from core users (same as competitors)
Knew all the core needs, occasions & associated benefits of good protection
Consumer : Fringe consumers
Kimberley Clark, looking for new insights on menstruation
Already had mountains of research from core users (same as competitors)
Knew all the core needs, occasions & associated benefits of good protection
4 September 2024
Consumer : Experts
Experts who have particular expertise or knowledge of the category or
consumers you are targeting
Consumer : Experts
Experts who have particular expertise or knowledge of the category or
consumers you are targeting
4 September 2024
Being strong
With heartburn
Consumer : Experts
Being strong
With all the
crap that
comes your
way
Being strong
When you
work hard
Being strong
With all your
responsibilities
Being strong
With heartburn
Consumer : Experts
Being strong
With all the
crap that
comes your
way
Being strong
When you
work hard
Being strong
With all your
responsibilities
4 September 2024
Company : Look within
“If only we knew what we knew…”
Senior stakeholders with deep knowledge
Look for the right people who’ve been there, done that…
Buy them a coffee!
Company : Look within
“If only we knew what we knew…”
Senior stakeholders with deep knowledge
Look for the right people who’ve been there, done that…
Buy them a coffee!
4 September 2024
Company : R&D Treasure Hunt
Tech guys often have a treasure trove of product ideas
Throws up ideas that marketing teams often don’t even know existed!!
Product ideas can sometimes be the seed of brand innovation
Insist on simple, non-technical, idiot-proof explanations
Focus on what it is, and what it does for consumers
Transparent Milk
Water as soap structurant
No-poo dog food
Belly-button laxatives
Company : R&D Treasure Hunt
Tech guys often have a treasure trove of product ideas
Throws up ideas that marketing teams often don’t even know existed!!
Product ideas can sometimes be the seed of brand innovation
Insist on simple, non-technical, idiot-proof explanations
Focus on what it is, and what it does for consumers
Transparent Milk
Water as soap structurant
No-poo dog food
Belly-button laxatives
4 September 2024
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
4 September 2024
Key stages in managing a specific MR project…
Role of MR in consumer understanding
Before
During
After
Key stages in managing a specific MR project…
Role of MR in consumer understanding
Before
During
After
4 September 2024
MR is the process concerned with the systematic gathering of consumer information, understanding & insight. Its purpose is to help ensure that everything the business does takes into account consumers
& their needs
MR is used primarily to help guide 3 business processes
Managing Brands
Managing Innovation
Managing Customers
The Market Research Wheel
MR is the process concerned with the systematic gathering of consumer information, understanding & insight. Its purpose is to help ensure that everything the business does takes into account consumers
& their needs
MR is used primarily to help guide 3 business processes
Managing Brands
Managing Innovation
Managing Customers
The Market Research Wheel
4 September 2024
The Market Research Wheel
The Market Research Wheel
4 September 2024
The Market Research Wheel
Strategic Understanding Idea Development Mix Evaluation Mix Monitoring
The Market Research Wheel
Strategic Understanding Idea Development Mix Evaluation Mix Monitoring
4 September 2024
The role of the MR department
Research & project
Implementation
Research agency
management
Consumer
understanding
Research planning &
analysis
Strategic &
operational brand
issues
Stimulus material
development
Market Research Marketing
The role of the MR department
Research & project
Implementation
Research agency
management
Consumer
understanding
Research planning &
analysis
Strategic &
operational brand
issues
Stimulus material
development
Market Research Marketing
4 September 2024
U&A Studies
Observation
Studies
Trend
Analyses
Shopper
Research
Brand Equity
Studies
Direct
consumer
contact
Exploratory
Qualitative
Research
Retail Data
Consumer
Panel
Generate/
Refine Ideas.
Qualitative
Innocheck or
STM
Product
Test(s)
STM
CPT
Production
Product Test
STM
New Brand
Monitor
L
A
U
N
C
H
BAR test of
Discriminator
In-use test of
function
In-use test of
function
Pack
Development
Qualitative
Concept
Refinement
Qualitative
Advert.
Refinement
Qualitative
Advert.
Pretest
Market Research & the Innovation Process
CONCEPT FEASIBILITY CAPABILITY LAUNCH
U&A Studies
Observation
Studies
Trend
Analyses
Shopper
Research
Brand Equity
Studies
Direct
consumer
contact
Exploratory
Qualitative
Research
Retail Data
Consumer
Panel
Generate/
Refine Ideas.
Qualitative
Innocheck or
STM
Product
Test(s)
STM
CPT
Production
Product Test
STM
New Brand
Monitor
L
A
U
N
C
H
BAR test of
Discriminator
In-use test of
function
In-use test of
function
Pack
Development
Qualitative
Concept
Refinement
Qualitative
Advert.
Refinement
Qualitative
Advert.
Pretest
Market Research & the Innovation Process
CONCEPT FEASIBILITY CAPABILITY LAUNCH
4 September 2024
Good briefing is at the heart of an MR project
Establishes context
Defines the important elements that must be considered by all
Market Research Brief
Questions to ask yourselfElements defined Contents
What’s the problem? Background • Historical background to the current situation
• Summary of previous research findings
• Clear definition of the business issue now faced
What am I trying to achieve?Objectives • What are the marketing objectives (not research objectives)
• Difference between short & long term objectives
What information do I need?Areas of Concern • Detailed issues which the research must cover with consumers
Whom do I want to talk to? Target Group • Demographic, psychographic, geographic usership
When do I need the
information by?
Timings • Date by which the results must be available
• Links with other key elements in the Innovation project plan
What materials do I have? Stimulus materials • Precise nature of the materials
• Available amounts, date of availability
What will I do with the
information?
Action Standards • What decision/ action will be taken based on the research finding?
Good briefing is at the heart of an MR project
Establishes context
Defines the important elements that must be considered by all
Market Research Brief
Questions to ask yourselfElements defined Contents
What’s the problem? Background • Historical background to the current situation
• Summary of previous research findings
• Clear definition of the business issue now faced
What am I trying to achieve?Objectives • What are the marketing objectives (not research objectives)
• Difference between short & long term objectives
What information do I need?Areas of Concern • Detailed issues which the research must cover with consumers
Whom do I want to talk to? Target Group • Demographic, psychographic, geographic usership
When do I need the
information by?
Timings • Date by which the results must be available
• Links with other key elements in the Innovation project plan
What materials do I have? Stimulus materials • Precise nature of the materials
• Available amounts, date of availability
What will I do with the
information?
Action Standards • What decision/ action will be taken based on the research finding?
4 September 2024
Insist on working with the best possible agency researchers and seek continuity of their involvement
with particular brands
Each research project should explore clearly stated working hypotheses and should ordinarily be
used to develop ideas rather than evaluate them.
Lavish time on the preparation of stimulus material & involve the agency researcher, the MR
manager and the ultimate senior management gatekeeper during its development
Provide a clear and comprehensive briefing for the agency by both writing it down for them and
explaining it face-to-face
Define & recruit the consumer sample with care
Run pilot studies whenever possible to ensure that the objectives of the research are likely to be
met
Recognize that consumers are increasingly literate in marketing matters. Share with them the
problem the research is seeking to solve. Don’t patronize them.
If marketers and/ or agency partners attend the research sessions, take care to avoid ‘selective
perception’ (hearing only what they want to hear). Allow the researcher to make objective
conclusions.
Challenge the agency researcher to give inspiring debriefs which engage and excite their customers
(i.e. you!)
Conclude every debrief with a ‘conclusions & recommendations’ discussion in which the agency
researcher remains involved. Ensure the MR manager captures the action points in a written
summary.
Qualitative Research – 10 guidelines
Insist on working with the best possible agency researchers and seek continuity of their involvement
with particular brands
Each research project should explore clearly stated working hypotheses and should ordinarily be
used to develop ideas rather than evaluate them.
Lavish time on the preparation of stimulus material & involve the agency researcher, the MR
manager and the ultimate senior management gatekeeper during its development
Provide a clear and comprehensive briefing for the agency by both writing it down for them and
explaining it face-to-face
Define & recruit the consumer sample with care
Run pilot studies whenever possible to ensure that the objectives of the research are likely to be
met
Recognize that consumers are increasingly literate in marketing matters. Share with them the
problem the research is seeking to solve. Don’t patronize them.
If marketers and/ or agency partners attend the research sessions, take care to avoid ‘selective
perception’ (hearing only what they want to hear). Allow the researcher to make objective
conclusions.
Challenge the agency researcher to give inspiring debriefs which engage and excite their customers
(i.e. you!)
Conclude every debrief with a ‘conclusions & recommendations’ discussion in which the agency
researcher remains involved. Ensure the MR manager captures the action points in a written
summary.
Qualitative Research – 10 guidelines
4 September 2024
Core Components
Product Description What kind of product is the brand offering the consumer?
(Unique) benefit What is the key consumer benefit your brand/ product can deliver?
Concept Research – generating concepts
Optional Components
Reason to Believe Why should your consumer believe your brand/ product delivers the benefit it promises?
(this supporting justification for the Discriminator will often be an essential component of a concept
statement. However in some instances, a concept may be more convincing if the RTB is not expressed
explicitly (e.g. when a brand’s values or personality play a significant role)
Consumer Insight A concept will always be based on a consumer insight.
However, in some cases it may be necessary to include a statement of the consumer insight as part of
the written concept itself, to help provide a context for the subsequent brand/ product proposition
Strap lines/ Slogan A catchy one-sentence summary of the total proposition may help to make the concept simpler and more
impactful & memorable
Pictures Photographs or drawings can help to bring the words in the concept statements to life
Core Components
Product Description What kind of product is the brand offering the consumer?
(Unique) benefit What is the key consumer benefit your brand/ product can deliver?
Concept Research – generating concepts
Optional Components
Reason to Believe Why should your consumer believe your brand/ product delivers the benefit it promises?
(this supporting justification for the Discriminator will often be an essential component of a concept
statement. However in some instances, a concept may be more convincing if the RTB is not expressed
explicitly (e.g. when a brand’s values or personality play a significant role)
Consumer Insight A concept will always be based on a consumer insight.
However, in some cases it may be necessary to include a statement of the consumer insight as part of
the written concept itself, to help provide a context for the subsequent brand/ product proposition
Strap lines/ Slogan A catchy one-sentence summary of the total proposition may help to make the concept simpler and more
impactful & memorable
Pictures Photographs or drawings can help to bring the words in the concept statements to life
4 September 2024
Pantene shampoo leaves your hair
looking healthy, shiny & full of
vitality by nourishing the hair with
Pro Vitamin B5
2 sample concepts
You like the soft, easy-
to-comb hair you get
from using a conditioner,
but don’t always have
the time to use one.
New Wash & Go combines
a salon shampoo and
conditioner, in one
bottle It leaves your hair
soft, shiny & manageable
in one easy step, leaving
you free to get on with
your life.
Wash & Go, great looking
hair without the fuss!
Pantene shampoo leaves your hair
looking healthy, shiny & full of
vitality by nourishing the hair with
Pro Vitamin B5
2 sample concepts
You like the soft, easy-
to-comb hair you get
from using a conditioner,
but don’t always have
the time to use one.
New Wash & Go combines
a salon shampoo and
conditioner, in one
bottle It leaves your hair
soft, shiny & manageable
in one easy step, leaving
you free to get on with
your life.
Wash & Go, great looking
hair without the fuss!
4 September 2024
Bringing concepts to life in different ways
In Tune In Tune In Tune
In Tune In Tune
Bringing concepts to life in different ways
In Tune In Tune In Tune
In Tune In Tune
4 September 2024
1.Is your concept really based on an insight? What is that insight?
2.Is the concept integrated? Is the Discriminator linked directly to the Insight? Does the RTB directly support the Discriminator?
3.Is the concept written in consumer language? In particular, is the technology expressed in a consumer-relevant way?
4.Does your concept express clearly why your product meets the consumers’ need better than any competitive product in the market? If not, why should non-users switch to your brand?
5.Is the concept single-minded? Is it confused by trying to include too many benefits or attributes?
6.Can you technically support what your concept says? If not, ensure that everyone in the team is clear on this point and that plans to move to substantiate claim territory are in place.
7.Are the product’s unique attributes really linked to consumer needs? Do they provide real ‘benefits’ or simply lots of product ‘features’?
8.Can you read the concept aloud in 20 second or less? If not, make it shorter!!
9.Is there any repetition? Can the concept be made shorter & simpler by not saying the same thing twice?
10.If you are using a strap line or slogan, does it embody the Discriminator? If not, is it adding anything?
11.Do you have on the concept board a good photograph of the product? Or more than one photo, where required?
12.Are all the pictures you are using relevant? Do you have the minimum sufficient number to communicate the consumer benefit?
13.Is the branding clear & prominent?
14.Is your concept going to change purchasing behavior? Does it give a strong & convincing reason to persuade a habitual consumer of a competitive brand to switch?
15.Is your RTB really the best supporting evidence you can provide? What could you say that would make your proposition even more credible?
16.As a consumer, what do I get out of this? How do I feel about using this product?
17.Does your text include key ‘trigger’ words to attract consumer interest – NEW, ONLY, YOU?
18.Does the concept capture any price advantages to the consumer of buying your product?
‘Concept Challenge’ Checklist
1.Is your concept really based on an insight? What is that insight?
2.Is the concept integrated? Is the Discriminator linked directly to the Insight? Does the RTB directly support the Discriminator?
3.Is the concept written in consumer language? In particular, is the technology expressed in a consumer-relevant way?
4.Does your concept express clearly why your product meets the consumers’ need better than any competitive product in the market? If not, why should non-users switch to your brand?
5.Is the concept single-minded? Is it confused by trying to include too many benefits or attributes?
6.Can you technically support what your concept says? If not, ensure that everyone in the team is clear on this point and that plans to move to substantiate claim territory are in place.
7.Are the product’s unique attributes really linked to consumer needs? Do they provide real ‘benefits’ or simply lots of product ‘features’?
8.Can you read the concept aloud in 20 second or less? If not, make it shorter!!
9.Is there any repetition? Can the concept be made shorter & simpler by not saying the same thing twice?
10.If you are using a strap line or slogan, does it embody the Discriminator? If not, is it adding anything?
11.Do you have on the concept board a good photograph of the product? Or more than one photo, where required?
12.Are all the pictures you are using relevant? Do you have the minimum sufficient number to communicate the consumer benefit?
13.Is the branding clear & prominent?
14.Is your concept going to change purchasing behavior? Does it give a strong & convincing reason to persuade a habitual consumer of a competitive brand to switch?
15.Is your RTB really the best supporting evidence you can provide? What could you say that would make your proposition even more credible?
16.As a consumer, what do I get out of this? How do I feel about using this product?
17.Does your text include key ‘trigger’ words to attract consumer interest – NEW, ONLY, YOU?
18.Does the concept capture any price advantages to the consumer of buying your product?
‘Concept Challenge’ Checklist
4 September 2024
Qualitative research should be
used to develop & improve
concepts, not to screen or
reject them before they have
had a chance to be refined
The wrong use of quali research
Qualitative research should be
used to develop & improve
concepts, not to screen or
reject them before they have
had a chance to be refined
The wrong use of quali research
4 September 2024
The wrong use of quali research
The wrong use of quali research
4 September 2024
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
What are ‘consumers’?
What kinds of needs & wants do consumers have?
What does understanding consumers mean?
How does one obtain consumer understanding & insight?
What is the role of market research?
Calendarization
Flow of this section
4 September 2024
Calendarization – to be done with M&M team
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Getting the People in
CMI resource inducted
Mandate briefed
Work Plan created
Training & Alignment
Training on concepts
Agreeing on roles
Agreeing on key actions
Action Planning
Who does what?
Collective Program Devpt
Individual Action Planning
Review & Internalization
Frequency of review
Format/ content of review
Aligning to related areas
Living the Culture
Building Insight Champs
Consumer License Program
Calendarization – to be done with M&M team
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Getting the People in
CMI resource inducted
Mandate briefed
Work Plan created
Training & Alignment
Training on concepts
Agreeing on roles
Agreeing on key actions
Action Planning
Who does what?
Collective Program Devpt
Individual Action Planning
Review & Internalization
Frequency of review
Format/ content of review
Aligning to related areas
Living the Culture
Building Insight Champs
Consumer License Program
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