2. Consumer Need – is a consumer’s desire for a
product category’s specific benefit on a functional
or emotional level during a specific time or
situation
Consumer insight is the intersection between the
deep subconscious reason why a consumer decide
to care about a thing and features of the brand
Example: When a Vietnamese consumer choose a TOYOTA car
Consumer need is “I want travel fast, conveniently,
safely with my family members” take people to
decide having a car.
Consumer insight is “A durable and familiar car is
good for me and my family, in using, repairing,
including selling for money”

3. HOW TO FIND AN INSIGHT?
CHARACTERISTICS OF A STRONG INSIGHT
1. Find behaviors of consumer
Consumer observation in homes, accompanied shopping
trips, focus group observations, one-on-one meetings,
reading relevant consumer magazines, visiting on-line chat
rooms, talking to trend experts, talking to category experts,
re-reading market research reports with fresh eyes
---> Fundamental truth
2. Ask Why (5 times) to dig deeper to understand why a
consumer makes the choices they do
3. Choose the right insight base on the problem and brand
proposition
4. Check it
EXAMPLE
OMO
Consumer insight: I want my kids to freely develop without
any concern
1. Aha!
a combination of surprise and something familiar
2. It's me !
Relevance and familiarity
3. Tension
it’s not just about being relevant; consumers
should also feel a need to change something to an
existing situation
4. Generate Dozens of Ideas

4. • Consumer needs: I need a thin,
light and good design tablet
supporting well to my work and
entertainment.
• Consumer Insight: I want a high
fashionable tablet expressing my
status, my sense and my trendy
lifestyle.
9.7 inch
469 gram
7.5 mm thin
28% lighter
20% thinner
24% less volume
Twice in power with A7 chip &
M7 coprocessor
Beautiful design & beautifully
integrated