For Austin AMA's December 2015 luncheon, marketing and advertising veteran, Rob Malcolm talked about how to find the consumer insights that will transform your brand and your business. Published with the permission of the speaker. Copyright: Rob Malcolm 2015
[Expert Panel] New Google Shopping Ads Strategies Uncovered
How to Find the ONE Consumer Insight to Transform Your Brand
1. Insights that
Transform Businesses
• Why do some businesses find and harness insights
that deliver breakthrough results ?
• And others seemingly have lots of insights, yet
don’t get the breakthrough results they are after ?
2. Consider these brands:
• Folgers – from years of static share fight with Maxwell House to 3
decades of growth.
• Johnnie Walker – from a decade of decline in a category declining
for 25 years to 10 years of growth that turned scotch into a
growth category globally again.
• Dos Equis – from obscurity as one of many tiny imported beer
brands, to the “hot brand” of the decade 2000-2010.
• Obama – from seemingly a distant second in Florida, to winning
Florida and, thus the presidency in 2008.
• Captain Morgan – from years of a slow growth share fight with
Bacardi to double digit growth and leadership in the critical 21-35
year old cohort.
• Metamucil – from a stagnant laxative, misunderstood and used
episodically, to a growing regularity aid, used daily and growing
consistently.
3. THINK for a few minutes about a good gift
and a bad gift you have received
4. Insight defined
• The power or act of seeing into a situation
• The act or result of comprehending the inner
nature of things or seeing intuitively
Merriam-Webster’s Online Dictionary
5. “at the heart of an effective creative
philosophy is the belief that nothing is so
powerful as an insight into human
nature, what compulsions drive a man,
what instincts dominate his actions, even
though his language so often
camouflages what really motivates him.
For if you know these things about (a)
man you can touch him at the core of his
being”
Bill Bernbach to American Association of Advertising Agencies in 1980
6. Jeremy Bullmore, former Chairman and
Creative Director JWT London.
“A new understanding, probably of human behavior or attitude,
as a result of which action may be taken and enterprise more
efficiently conducted”
7. By Contrast - Observation Defined
• An act or instance of observing
8. A more useful insight definition…..
The single most critical penetrating
discovery about target consumer
motivation, applied to unlock growth
9. A more useful definition…..
The single most critical penetrating
discovery about target consumer
motivation, applied to unlock growth
10. A more useful definition…..
The single most critical penetrating
discovery about target consumer
motivation, applied to unlock growth
11. A more useful definition…..
The single most critical penetrating
discovery about target consumer
motivation, applied to unlock growth
12. A more useful definition…..
The single most critical penetrating
discovery about target consumer
motivation, applied to unlock growth
13. A more useful definition…..
The single most critical penetrating
discovery about target consumer
motivation, applied to unlock growth
15. Role in marketing…..
Marketing is simply a means to a desired end – a
person thinking behaving differently
1. Powerful insights get to the heart of consumer
motivation, values and needs
16. Role in marketing…..
Marketing is simply a means to a desired end – a
person thinking behaving differently
1. Powerful insights get to the heart of consumer
motivation, values and needs
2. They unlock what is in the mind of the
consumer – to help define the essential strategy
and nature and content of message or marketing
activity
17. Role in marketing…..
Marketing is simply a means to a desired end – a
person thinking and behaving differently
1. Powerful insights get to the heart of consumer
motivation, values and needs
2. They unlock what is in the mind of the
consumer – to help define the essential strategy
and nature and content of message
3. Creativity (the idea) gains entry to the mind and
is the catalyst for the desired effect
18. Gaining Insight
Cues
How people say it/do it
Observations
What people say/do
Insight
Significance / Feelings
Why people say it/do it
REQUIRES UNDERSTANDING THE RELATIONSHIP BETWEEN THREE THINGS
19. A Simple Organizing Framework
1. Issue – Specifically frame the question
- What specific question about which consumer do we need to answer?
20. Organizing Framework
1. Issue – Specifically frame the question
- What specific question about which consumer do we need to answer?
2. Information – organize the relevant data
- What relevant information do we need to address this issue?
21. Organizing Framework
1. Issue – Specifically frame the question
- What specific question about which consumer do we need to answer?
3. Insight
- What is the single most important penetrating discovery from this
information?
2. Information – organize the relevant data
- What relevant information do we need to address this issue?
22. Organizing Framework
1. Issue – Specifically frame the question
- What specific question about which consumer do we need to answer?
3. Insight
- What is the single most important penetrating discovery from this
information?
4. Implication
– What potential strategies, plans and benefits can be identified to
drive growth as a result of this insight?
2. Information – organize the relevant data
- What relevant information do we need to address this issue?
24. Top tips
• Focus on the “core customer question”
• Find the one “driving motivation” or “insight”
• Ruthlessly tie it to “driving growth”
25. Getting to the Penetrating Discovery?
• A core part of deep consumer understanding is to
determine the core motivations for consumers in
the category you compete in.
• There are a number of ways to do this…
27. Inventory of Consumer Motivations
• Generic Insights – values, lifestyle, needs, beliefs not tied
to category or brand
28. Dos Equis – Values/lifestyle
• Issue – how to motivate “post college beer drinking male” to adopt Dos Equis
• Insight - Target wants to escape the trappings of “frat boy” party imagery and be
seen as more sophisticated - even “interesting”
• Implication – Reposition XX as the beer that will make you seem more
interesting and build 360’ marketing campaign to support
29. Johnnie Walker
• Issue – how to motivate 25-30 year old upwardly mobile men to start drinking
Johnnie Walker
• Insight - Target is at the beginning of their live and career journey – they want to
succeed – and start making progress on their journey.
• Implication – Reposition the brand against – ‘Inspiring Men to Progress’ and
build a 360% global marketing program around it.
30. Inventory of Consumer Motivations
• Generic Insights – values, lifestyle, needs, beliefs not tied
to category or brand
• Category Insights –
• There is usually a key category insight (usually owned
by the leading brand).
32. Metamucil
1. Issue – How to motivate irregularity sufferers to use Metamucil regularly
33. Metamucil
1. Issue – How to motivate irregularity sufferers to use Metamucil regularly
2. Information:
– Natural fiber laxative
– Most people use laxatives episodically
– Metamucil only works to regulate the system when used regularly
– People have not been motivated by the concept of getting more
fiber into the diet or “natural laxative”
34. Metamucil
1. Issue – How to motivate irregularity sufferers to use Metamucil regularly
3. Insight - People who suffer irregularity believe they cannot freely
participate in the fullness of their lives as they are afraid of loss of
control. They are desperate to “get their lives back”
2. Information:
– Natural fiber laxative
– Most people use laxatives episodically
– Metamucil only works to regulate the system when used regularly
– People have not been motivated by the concept of getting more
fiber into the diet or “natural laxative”
35. Metamucil
1. Issue – How to motivate irregularity sufferers to use Metamucil regularly
4. Implication
– A new positioning as the solution to this deep emotional dilemma -
“ Metamucil and you could be regular for the rest of your life”
– New forms and delivery to make it more convenient to become a
“habit”
3. Insight - People who suffer irregularity believe they cannot freely
participate in the fullness of their lives as they are afraid of loss of control.
They are desperate to “get their lives back”
2. Information:
– Natural fiber laxative
– Most people use laxatives episodically
– Metamucil only works to regulate the system when used regularly
– People have not been motivated by the concept of getting more
fiber into the diet or “natural laxative”
36. Folgers transformation
Better Tasting Coffee Get Your Day Off to a Brighter Start
• Issue – how to motivate at home coffee drinkers to choose Folgers ?
• Insight - Target wants to get their day off to a great start (>80% of consumption)
• Implication – Shift from a “tastes better” strategy to “better mornings” category
strategy supported by “mountain grown taste and aroma”
37. Harry’s Shaving Company
• Issue – how to motivate “overpriced” razor users (Gillette) to switch to Harry’s
• Insight - Target believes they are forced to endure high prices and difficult
shopping access to get a good shave – resigned that they have no choice
• Implication – Launch a stylish new razor and shaving system that provides a
great shave, at half the price in an easy on line business model
38. Core human insight –
“Our home and surroundings have a
powerful influence on how we think, feel,
and live; we feel good when they reflect who
we are and who we want to be – and by
changing them we an even become who we
want to be”
39. “ We believe we sell tins of optimism,
not just tins of paint – and can add
color to peoples lives”
41. “Lets Color the World”
Brazil – ghetto street
Marseilles – “walls are dancing”
Jodhpur – community square
Turkey – “field of dreams street”
42. De Beers – Right Hand Ring
Issue: How to motivate todays successful women to buy another ring?
Insight – Target wants ways to express her success and reward her self
Implication – Create a new line of “reward rings” that she will purchase for herself
Implementation – “Raise your right Hand” Campaign and new line of rings.
43. Inventory of Consumer Motivations
• Generic Insights – values, lifestyle, needs, beliefs not tied
to category or brand
44. Inventory of Consumer Motivations
• Generic Insights – values, lifestyle, needs, beliefs not tied
to category or brand
• Category Insights –
• There is usually a key category insight (usually owned
by the leading brand).
45. Inventory of Consumer Motivations
• Generic Insights – values, lifestyle, needs, beliefs not tied
to category or brand
• Category Insights –
• There is usually a key category insight (usually owned
by the leading brand).
• Class Insights –
• Different classes of brands in any categories – e.g.
Luxury cars vs. SUV’s
46. Inventory of Consumer Motivations
• Generic Insights – values, lifestyle, needs, beliefs not tied
to category or brand
• Category Insights –
• There is usually a key category insight (usually owned
by the leading brand).
• Class Insights –
• Different classes of brands in any categories – e.g.
Luxury cars vs. SUV’s
• Brand insights-
• Why the positioning of a particular brand causes it to
be chosen over a competitor in a class.
47. How to best state the insight
• Have only one – “the most powerful discovery of
target motivation that can be leveraged for
growth”
• State in consumers terms
• Target wants
• Target needs
• Target believes
48. Keep Asking Why
• Go beyond surface observations
• Find the deep powerful root motivation
• Keep asking why until you get to the bottom – the
true motivation that must be addressed
49. Tips for finding the most critical
and powerful insight….
• Focus on one consumer question
• Drive to one underlying motivation that drives behavior
• Intense consumer focus – eyes, ears, nose
• Curiosity – dig beyond observations – use intuition
• Challenge accepted ideas
• Open mindedness
• Thinking outside the box
• Looking for new connections
• Rigor in analysis
• Structured Approach
