Consumer Insights

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The Process
Detail current consumer behaviour vis-a-vis desired consumer behaviour. Use consumer understanding to work out why people are acting as they are and identify potential Benefit Barriers.

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Benefit Barriers - Definition

Benefit Barriers are thoughts about your brands current strategic benefit that are in the minds of a sizeable set of consumers, that stand between what they currently do, and what you want them to do.

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The Cycle
CURRENT Currently Do FUTURE Will Do

CONSUMER INSIGHT

BECAUSE Currently Think

AD. EXPOSURE abc

If make them think

Looking for insights

Areas of Benefit Barriers
I dont want the benefit I dont believe you deliver the benefit I already have the benefit

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Dont Want the Benefit

Area of barrier
Who needs it OK, a bit better, but no big deal/not worth the price.

Job of Consumer Insight

Make benefit particularly desirable or important

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Questions asked
Product Insight
When do products fail ?

Psychological Insight
How does product improve lives ? What is the most important area on which product is used and why ? When is it important product works ? Who will notice ?
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Dont Believe You Deliver the Benefit

Area of barrier
2 in 1 products do not deliver the full range of benefits

Job of Consumer Insight

Build credibility that the product delivers the benefit.

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Questions asked
Product Insight
Do consumers have a problem in understanding how your product works ?

Psychological Insight
Who can I trust knows better than me whether product delivers the benefit ?

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Already Got the Benefit

Area of barrier
The product I use now delivers the benefit.

Job of Consumer Insight

Get consumers to stop being complacent and reevaluate what they are using now.

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Questions asked
Product Insight
When do products fail ? What is the standard of excellence for this benefit that alternative products cannot reach ? What is the proof that the benefit is being delivered ?

Psychological Insight
Who will notice that you are not getting the benefit even if you dont? abc
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Method
Depth Interviews
Focused. Asking the specific questions outlined. 20-25 minutes each.

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Purpose
Getting good insights
An Insight is a deeply ingrained consumer belief, desire or practice. We use a deep understanding of the insight to present the brands benefit in a way that is personally relevant to the target audience and is meaningful enough for consumers to consider changing their current mindset and therefore their behaviour.
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Insight - Quality Check

Is the insight compelling enough to overcome the benefit barrier ? Is my creative excited and enthusiastic about creating communication around this insight ?

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An Example

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The Category
Cellular Telephone Services. 2 Major Players in all cities. Completely new category - high entry costs (cost of handsets), high continued use cost (high airtime charges).

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Perspective
Task
Increase slope of the diffusion curve to grow volumes as well as Air Time usage.

Barriers
Price Attitude
I can do without

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Communication Progress
Education - what is cellular ? Status - for the chosen few ? Freedom - call from anywhere, you are never out of touch. Easy accessibility to hardware and service schemes and deals. Differentiation - value added services.
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Mobile Phones Today

Fairly large ownership, however large untapped potential. Low airtime usage.

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The Research
Tackling both the issues stated previously. Need for deeper insights.

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Insight Research
Depth Interviews
50% older users. 50% younger users. Demographic and occupational match with target profile.

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Area of Barrier
Already Have the Benefit
The product I use now delivers the benefit.

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When do Products Fail

During power failures. In rains. Exchange overloading. Lots of wrong numbers. Mobile Phones can be used as a backup service and not just outdoors and on the move.
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When is it Important Product Works?

Older Men
Emergency at home. When my family wants to reach me urgently.

Younger Men
Critical situations at work, business.

Family the Focus - Family Bonding Overcomes the Price Barrier. Career Drives the Unmarried
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Item Area in Which the Product Works ?

Professions where quick decisions and immediate instructions are required. Dealing with overseas professionals.

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How Does Product Improve Lives ?

Younger Men
Can work while commuting. Increases productivity.

Older Men
With a cellular I can have time to myself at home as I have finished my calls.

Career Development and Easier Family Integration

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Who Will Notice that You Are Not Getting the Benefit ?
Older Men
Family - wife and kids. Some business colleagues.

Younger Men
Business colleagues. Girlfriends. Boss.
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Key Insights
Cellular Phones can be used as a backup to an unreliable phone service and not merely outdoors. Fewer lost business opportunities. Family bonding - overcoming guilt for less time at home and always accessible to the family.
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