Professional Documents
Culture Documents
CONSUMER INSIGHT
…will enable you to “read” consumers and respect them for what they
are.
…will allow you to speak to consumers with genuine understanding of
who they are:
what they need, what they feel, what they think, what they believe.
…will teach you how to turn consumer insights into creative ideas that
sell brands.
Sweet Spot: the place in the consumer’s mind where you make a
connection between a consumer insight and a brand insight.
Consumer Insight + Brand Insight = Sweet Spot
The Marlboro Cowboy hit a Sweet Spot in all of us - the one that yearns
for freedom and independence, for wide open spaces and a far
horizon to live out our dreams.
What consumer insights could have led to the creation and success of
the “Lumen” campaign?
The family’s approval and esteem mean a lot to the typical Filipino
housewife. That’s why she will not sacrifice the cleanness and
whiteness of her family’s clothes just to save on a cheaper bar.
She also doesn’t want to be perceived as “cheap” which she feels will
happen if she buys inferior, cheap products.
However, she is now really feeling the pinch of the economic crisis.
She is looking for “value for money” - products that cost less but
deliver good quality.
Surf used this consumer insight to create a marketing mix focusing on
the message that the product is “singgaling, pero ‘di
singmahal.”
To negate the perception that buying a cheaper bar makes you
“cheap,” Surf played up the idea that buying Surf makes you
“wais” - making target consumers feel really good and proud of
themselves.
Housewives can relate and personally connect with the ad’s leading
character, Lumen, who’s adored by her husband and kids, and even
admired by her critical mother-in-law.
What’s happening to Lumen is what they would want for themselves.
2. Revaluing
baby boomers, in their 40s and 50s, are taking stock of their lives -
products that are familiar and comforting but with a new twist (e.g.
Nescafe Frothe); that enhance their perception of a better lifestyle,
such as healthier foods.
5. Family Values
one of the strongest consumer motivations; a Gallup poll asked, “If you
were offered a slice of cake to share with anyone in the world, who
would you choose?” The answer most given was “my husband/wife.”
8. Time
Saving time is one of the biggest motivators of men and women, aged
25-45 - e.g., Ready Crisp Fully Cooked Bacon that’s cooked up in a
microwave for about 5 seconds