Insighting is creating a link between the consumer and a brand and the link generates strong emotions that leads the targeted consumer to identify with the brand, and or see it as the solution to a need that has up to by that time remained unarticulated.
Like in constructing a complete sentence, before discussing the subject, the predicate must first be laid. So a narrative is created that leads to a denuoument wherein the consumer finds the answers to his questions represented by a product or service.
According to Issa Baron, Managing Director of Good Thinking Research, Inc. the most exciting insights she had come across includes Lactum’s Panatag si Mommy. Before that, Lactum’s were all on the mental development of children but there is also the insight on filling up or meeting the nutritional requirements of picky eaters, thus, the thrust on addressing this all to common a problem among parents.
There is also BPI’s Bank Anywhere. There was a study wherein it was discovered that closure of existing accounts were due to migration of clients. BPI introduced a system wherein a client can bank anywhere there is a BPI branch that eliminates interbank charges for deposits and withdrawals.
Steps in generating good insights.
1. Listen when interviewing consumers. Allow the consumer tro define the questions that need to be addressed.
2. Have a “Consumer Wall” wherein notes can be posted about the concerns of the target market.
3. Find similarities among observations and come up with a theme. Find a value that the action reflects.
4. Find out how your brand can answer can resolve a conflict in its own unique way.
Source: Readings from josiahgo.com
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