A ready-to-eat macaroni manufacturer, through consumer research, found that consumers like to add a little onion when cooking macaroni. In order to better meet the needs of consumers, the R&D staff of this manufacturer added onions when developing new products. Since then, manufacturers have investigated consumers and found that consumers still add onions when cooking macaroni. The manufacturer is puzzled by this.
In fact, behind this phenomenon, there is such a “truthâ€: when housewives cook ready-to-eat macaroni for their families, there is a sense of guilt that does not fulfill the duties of housewives. In order to eliminate this feeling of guilt, they join themselves. The prepared onion indicates that the meal was carefully prepared by himself and he is not a lazy, incompetent housewife.
Discovering the "hidden truth" is consumer insight. A more intuitive understanding of consumer insight is to look at the essence through phenomena and to see psychology through human behavior. Usually, the behaviors that consumers show are always their own reasons. Some of these reasons are what consumers are willing to say to you, mostly for some superficial reasons, or for some well-known reasons. . There are also some reasons why consumers don't tell you, either that he doesn't want to say it, or that he doesn't even know that these reasons are driving his behavior. The factor that finds these consumers can't say but drives his behavior is consumer insight.
The “Kotler Brand Leaders†training summit held recently has a topic on consumer insights to explore how to tap into consumer insights. Before discussing how to master consumer insights, I want to focus on the question: Who should master consumer insights?
I asked this question because I found such a phenomenon in the "Google" consumer insight: when you "Google" Chinese "consumer insight", most of the ideas, cases, discussions you can find The insights from the advertising companies, including the international 4A advertising company (such as Ogilvy & Mather), are very insightful. When you "Google" English "consumerinsight", the various materials, cases, and publications you can find are basically from market research institutions, including those in the market research organization (such as ACNielsen). .
It is a matter of course for advertising companies to pay attention to "consumer insight." Because most of the good advertising ideas have a good consumer insight behind them, so the advertising company regards the consumer insight as the basis of their own competitiveness. Without this fundamental, the advertising company's works become mediocre. The works with the big stream are uncompetitive in the draft. It is also reasonable for market research institutions to focus on consumer insights. Because consumer insight comes from consumers, research consumers are the starting point for market research institutions to work and eat; in addition, the role of market research institutions, in addition to providing data to customers, but also to provide customers with market vision judgment opportunities, Consumer insights gained through deep mining are just one of these opportunities for judgment.
I am somewhat puzzled and even worried: Are brand managers and marketing directors concerned about "consumer insights"? Think about it carefully: How much time do we spend each year to understand "consumer insights"?
There is no doubt that brand managers and marketing directors are busy, busy analyzing data, busy planning, busy reporting, busy with all kinds of urgent and important, urgent and unimportant things...how much do we leave ourselves? Time to understand consumer insights? Past experience tells me that some brand managers prefer to read research reports, prefer to direct many people to help them "understand" consumers, but they are rarely "close to consumers" because they are "very busy."
If you are also in this state, then please pay attention to the fact that the vast majority of consumer insights are not from quantitative research data and written research reports, but from direct, in-depth contact with consumers. .
How can we call it “direct and deep contact with consumers� There is such a real example. Procter & Gamble once rented a room in a farmer's house in the northern part of China. Every day, the staff of P&G Company eat and live with the farmer and accompany the people to do farm work. Procter & Gamble's staff includes brand managers, research managers, directors, etc., and rotates once a month.
If you are used to sitting in an office building, if you are used to living in your own small circle, if you are used to using market research reports as a channel for obtaining consumer information, then go out in the spring season, go out, go Get in touch with your customers!
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