2.5 consumer insights: what?

Question 1

insight is not data

Answer 1

data = data. analyze intesily and think holisticly

Question 2

Laughlin: Customer insight is a

Answer 2

non obvious understanding of your customers which, if acted upon, has the potential to change their behavior for mutual benefit.

Question 3

sawhney: customer frustrations

Answer 3

customer frustrations that can become the basis for a business opportunity

Question 4

How do you know you got a consumer insigth 2

Answer 4

It has to be surprising and obvious at the same time.

Question 5

Sawhney 4 W

Answer 5

• What do they (not) do/want?
  o Understand non-customers of brand/category Explore barriers to consumption!
• Why do they (not) do/want it?
  o Always ask why
• “ WOW, I did not know/realize that!”
  o The “not yet obvious” part, e.g. learn from different contexts
• Where is the commercial potential?
  o How can we make strategic use of this?

Question 6

(driest) insights impact on revenuw grwoth (3)

Answer 6

• You need Consistent, personalized, meaningful experience across all touchpoints
• And Commitment from every department to meeting customer needs
• Most important Presence of an independent CI & analytics function

Question 7

an observation is not an insight

Answer 7

observation lack the why and motivation behind behavior

Question 8

a customer wish or statement of need is not an insight

Answer 8

insight is more latent, hidden truth