Beruflich Dokumente
Kultur Dokumente
Pauline Manos
WE Marketing Capability Director
CONSUMER IS BOSS
BRAND BUILDING
What Is An Insight?
A not-yet obvious discovery
about our consumer.
A hidden truth that you
uncovered from a holistic
understanding of their needs, understanding of their needs,
preferences, and motivations.
It lets us make a connection
between our brands and
consumers lives
A description of habits & practices (e.g.,
media consumption).
Superficial or obvious: (I want my
clothes to be clean is not an insight!).
What is NOT an Insight?
Helping
mothers in the
happy, healthy
development development
of babies
WHAT WORKED
300 million vaccinations
Potentially 100 million lives saved
Pamper shares growing
WHAT CAN YOU DO TOMORROW?
DEFINE YOUR BUSINESS OBJECTIVE
Immerse yourself in your consumer.
Ask why, why, why to get to the insight.
The rest will flow from there!
context, contacts, content