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Aim sp10-insight

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My Huong Nguyen

This document provides guidance on qualitative interviews for consumer insight. It discusses defining issues to address, creating ideas to get consumers' attention, and exploring insights to solve issues and inspire ideas. It recommends starting with understanding consumers' values, behaviors, and preferences in context. Questions are provided to understand motivations and barriers to behaviors, as well as triggers to start new behaviors. Understanding consumers' identities, values, and brand archetypes is also discussed. Tips are given to listen to consumers' stories, ask follow up questions, and remain focused on solving business issues.

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Qualitative Interview for Consumer Insight
CENTRAL HUB OF VIETNAM MARKETING & COMMUNICATIONS INDUSTRY HANDS-ON TRAINING | INDUSTRY NETWORKING | GLOBAL EXPOSURE
MY APPROACH
WHAT IS INSIGHT? INSIGHT is the single most critical penetrating discovery about target consumer motivation, applied to unlock growth Source: slideshare / insights that transform businesses
3I PLANNING MODEL Define Issue What stop brand grow or thing we need to change Create Idea Thing that get our target’s attention Explore Insight Information that help us solve the issue and inspire good ideas
START WITH ISSUE VALUE BEHAVIOR PREFERENCE
1.1 Value in context 1. Value The brand is only important in certain occasion of people’s life, and try to find out how the brand makes people’s life better in those certain occasion. It’s not about brand and people, but about brand, people and their life. There is one question I find super powerful: “In that situation, why people choose brand/ product A, but not another?”. The answer to this question reveals exactly the reason behind why people choose a brand, which often provides more insightful and helpful finding than the general question “Why do people choose our brand/product?” – Thanh Lam / O&M planner https://fascinatingmarketing.wordpress.com/2015/11/12/customers-insight-lies- within-context/
Value in context questionnaire guideline 1. Value Find the context that our product have the highest value • When & Where? • The problem before. The result after… • With whom? • Why do you think about this product? • How does it solve your problem? • How does it make your moment better? …
Value of voice message function 1. Value When we send a voice message, we not only send a message but also our all emotion. This emotion, at the right time, can give the ultimate strength to receivers. Wish. Appreciation. Support. Comfort. Love…
1.2 Value by framing 1. Value
Value by framing questionnaire guideline 1. Value Find associations/ images/ stories… that frame our brand value • Why do you think this is good product/ brand? • Which is the most important factor when you consider to buy this product? • What is relevant image/ association can represent the value you want to convey? …
Value of premium mooncake brand 1. Value “Why did people buy premium moon cake instead of mass ones?”. The answer is: “I buy a heritage. I buy a brand that is well-known, long established and endorsed by famous and skillful bakers”
Value framework 1. Value
motivation barrier trigger 2. Behavior
Behavior questionnaire guideline • Motivators – what are the ways to help them stick with the new behavior (reward/ identity/ desirable/ fun/ popular…) • Barriers – what are the things that stop people from adopting a new behavior? (not easy/ impossible/ not convenient…) • Triggers – how could we get people to start a new behavior? (the right moment/ urgent event/ influencer…) 2. Behavior
How to get boy clean their face with Oxy 2. Behavior
16 basic human motivations 2. Behavior Starting from studies involving more than 6,000 people, Professor Steven Reiss has proposed a theory that found 16 basic desires that guide nearly all human behavior. We called it 16 basic instincts
Aim sp10-insight
my values & identities 2. Preference WHY DO YOU PREFER SOMEONE? • They are cool • They like us first • Shared values and identities
Values & identities questionnaire guideline 2. Preference • Your motto in life • Your way of living • Your value that you wont trade off • Things that make you • Your attitude toward life, friendship, career, love, family… • ...
Values & Identities of sport bike rider 2. Preference
Brand archetypes 2. Preference
1. Know your purpose My tips • Remember: Insight help to solve business/brand/marketing issue... • Don’t lost your track during your conversation • Beleive in your instinct • ...
2. Listen to their story My tips • The story don’t lie • Show your sincere, goodwill and interest in their stories • See the “Behind the scene” stories • Why did they do it? • The hidden signal • …
3.Ask why 5 times My tips • Ask why is the habit of good planner • Ask, ask and ask until you see thing that you never seen before • Be a good and curious listener • ...
THANK YOU.Contact Telephone: +84 (8) 3911 5506 Website: http://aimacademy.vn Facebook: facebook.com/AIMACADEMY.VN Address: 146Bis Nguyễn Văn Thủ, Đa Kao Ward, District 1, HCMC, Việt Nam.

More Related Content

Aim sp10-insight

  • 2. CENTRAL HUB OF VIETNAM MARKETING & COMMUNICATIONS INDUSTRY HANDS-ON TRAINING | INDUSTRY NETWORKING | GLOBAL EXPOSURE
  • 4. WHAT IS INSIGHT? INSIGHT is the single most critical penetrating discovery about target consumer motivation, applied to unlock growth Source: slideshare / insights that transform businesses
  • 5. 3I PLANNING MODEL Define Issue What stop brand grow or thing we need to change Create Idea Thing that get our target’s attention Explore Insight Information that help us solve the issue and inspire good ideas
  • 7. 1.1 Value in context 1. Value The brand is only important in certain occasion of people’s life, and try to find out how the brand makes people’s life better in those certain occasion. It’s not about brand and people, but about brand, people and their life. There is one question I find super powerful: “In that situation, why people choose brand/ product A, but not another?”. The answer to this question reveals exactly the reason behind why people choose a brand, which often provides more insightful and helpful finding than the general question “Why do people choose our brand/product?” – Thanh Lam / O&M planner https://fascinatingmarketing.wordpress.com/2015/11/12/customers-insight-lies- within-context/
  • 8. Value in context questionnaire guideline 1. Value Find the context that our product have the highest value • When & Where? • The problem before. The result after… • With whom? • Why do you think about this product? • How does it solve your problem? • How does it make your moment better? …
  • 9. Value of voice message function 1. Value When we send a voice message, we not only send a message but also our all emotion. This emotion, at the right time, can give the ultimate strength to receivers. Wish. Appreciation. Support. Comfort. Love…
  • 11. Value by framing questionnaire guideline 1. Value Find associations/ images/ stories… that frame our brand value • Why do you think this is good product/ brand? • Which is the most important factor when you consider to buy this product? • What is relevant image/ association can represent the value you want to convey? …
  • 12. Value of premium mooncake brand 1. Value “Why did people buy premium moon cake instead of mass ones?”. The answer is: “I buy a heritage. I buy a brand that is well-known, long established and endorsed by famous and skillful bakers”
  • 15. Behavior questionnaire guideline • Motivators – what are the ways to help them stick with the new behavior (reward/ identity/ desirable/ fun/ popular…) • Barriers – what are the things that stop people from adopting a new behavior? (not easy/ impossible/ not convenient…) • Triggers – how could we get people to start a new behavior? (the right moment/ urgent event/ influencer…) 2. Behavior
  • 16. How to get boy clean their face with Oxy 2. Behavior
  • 17. 16 basic human motivations 2. Behavior Starting from studies involving more than 6,000 people, Professor Steven Reiss has proposed a theory that found 16 basic desires that guide nearly all human behavior. We called it 16 basic instincts
  • 19. my values & identities 2. Preference WHY DO YOU PREFER SOMEONE? • They are cool • They like us first • Shared values and identities
  • 20. Values & identities questionnaire guideline 2. Preference • Your motto in life • Your way of living • Your value that you wont trade off • Things that make you • Your attitude toward life, friendship, career, love, family… • ...
  • 21. Values & Identities of sport bike rider 2. Preference
  • 23. 1. Know your purpose My tips • Remember: Insight help to solve business/brand/marketing issue... • Don’t lost your track during your conversation • Beleive in your instinct • ...
  • 24. 2. Listen to their story My tips • The story don’t lie • Show your sincere, goodwill and interest in their stories • See the “Behind the scene” stories • Why did they do it? • The hidden signal • …
  • 25. 3.Ask why 5 times My tips • Ask why is the habit of good planner • Ask, ask and ask until you see thing that you never seen before • Be a good and curious listener • ...
  • 26. THANK YOU.Contact Telephone: +84 (8) 3911 5506 Website: http://aimacademy.vn Facebook: facebook.com/AIMACADEMY.VN Address: 146Bis Nguyễn Văn Thủ, Đa Kao Ward, District 1, HCMC, Việt Nam.