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Mastering Consumer Insights HOW TO UNLEASH THE FULL POTENTIAL OF YOUR BUSINESS
18

Mastering consumer insights - how to unleash the full potential of your business

May 09, 2015

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Marketing

Mauro Nardocci
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Page 1: Mastering consumer insights - how to unleash the full potential of your business

Mastering Consumer Insights

HOW TO UNLEASH THE FULL POTENTIAL OF YOUR BUSINESS

Page 2: Mastering consumer insights - how to unleash the full potential of your business

AgendaWhat is an Insight?

Why Insights are so important?

Where Insights come from?

Page 3: Mastering consumer insights - how to unleash the full potential of your business

What is AN INSIGHT?

1

Page 4: Mastering consumer insights - how to unleash the full potential of your business

an hidden truthThat opens TARGET consumer’s door to the brand

Page 5: Mastering consumer insights - how to unleash the full potential of your business

Exciting and mind-opening.It sounds easy once you discover it

Page 6: Mastering consumer insights - how to unleash the full potential of your business

Creates new relevant growth opportunities and it’s

ACtionable

Page 7: Mastering consumer insights - how to unleash the full potential of your business

Why Insights are so important?

2

Page 8: Mastering consumer insights - how to unleash the full potential of your business
Page 9: Mastering consumer insights - how to unleash the full potential of your business

“Life isn’t about what you buy, but about the relationship you have with the people you care about, and the special moments you can share with them by buying things”

Page 10: Mastering consumer insights - how to unleash the full potential of your business

“Life isn’t about what you buy, but about the relationship you have with the people you care about, and the special moments you can share with them by buying things”

Page 11: Mastering consumer insights - how to unleash the full potential of your business

If you have a bodyyou are an athlete

Page 12: Mastering consumer insights - how to unleash the full potential of your business
Page 13: Mastering consumer insights - how to unleash the full potential of your business

Where Insights COME from?

3

Page 14: Mastering consumer insights - how to unleash the full potential of your business

Analyze FACTS AND DATA

Connect with consumers

Absorb knowledge

Unlock Understanding

Page 15: Mastering consumer insights - how to unleash the full potential of your business

Consumer centricity is the way

PROCESSESORGANIZATION

PEOPLECULTURE

Page 16: Mastering consumer insights - how to unleash the full potential of your business

What is an Insight?

Why Insights are so important?

Where Insights come from?

Page 17: Mastering consumer insights - how to unleash the full potential of your business
Page 18: Mastering consumer insights - how to unleash the full potential of your business

Insights – Examples

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Sometime I need a third

place between home and

office to have moment of

pauseIf you have a body, you are an athlete

While pre-teen

adolescents teens say

they want to be trendy,

they actually are the

antithesis – they want

fashion that is ‘lasting’ so

they will fit in

Further Examples and Information Insights – FURTHER INFORMATION

http://www.brandlearning.com/UploadedDocuments/Are%20You%20Wired%20For%20Insight.pdf

http://www.motivaction.nl/documents/ESOMAR_A_deep_dive_into_the_mind.pdf

http://www.visioncritical.com/system/files/WHITEPAPER_Disruptive_Trends_Ray_Poynter_Final.pdf

It ain't what you do, it's how you think by Wendy Gordon and Nitasha Kapoor, ESOMAR 2007

Why is good insight like a refrigerator? by Jeremy Bullmore, Market Leader, Summer 2005

The insight story by Suresh Ramalingam & Aruni Ghosh, ESOMAR 2009

Co-creating with consumers: a new way of innovating by Ana Medeiros and Andrew Needham, Market Leader, Spring 2009