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Business Learning Terms
Consumer Insights
Observing consumer behavior (i.e., what people think, feel and do) provides planners with insights about the consumers life. Whats an insight? A highly significant, unique understanding about the consumer that identifies something important about what they want, feel, need, think or do.
Source: Professor Coal. Consumer Behavior and Advertising. evaeva. Boundless, 06 Jul. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/consumer-behavior-and-advertising-530-18077/
Source: Professor Coal. Understanding The Consumer + The Planning Process. evaeva. Boundless, 11 Aug. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/understanding-the-consumer-the-planning-process-529-18076/
Why is it important to identify an insight about your consumer? Because its actionable!
In any given day, consumers make thousands of micro-choices about where to focus their attention and how to satisfy their needs. In capitalistic societies, people seek to maximize their experiences and satisfy their needs through their consumption habits.
People like and dislike things.
People want and dont want things.
Research helps us understand why.
In order to better understand consumers, researchers and planners ask a lot of questions.
How?
How long do we watch TV without changing channels? How many magazines do girls read in a day?
When?
When do people need a car? When do people check their email? When do men shave?
Where?
Where do consumers shop for laundry detergent? Where do teenagers hang out on Friday night?
What?
What flavor ice tea do people prefer? What do people fear about investing?
Why?
Why do people read before they go to bed? Why does it feel so good to drive a clean car? Why do we still use the phone to order pizza?
In general these types of questions are designed to help planners understand peoples feeling, habits, and choices. The answers to these questions assist planners in compiling a comprehensive profile of the target consumer that will ultimately be of use to those creating message content.
If an advertiser has studied their target consumer and determined whats important to them they can create message content that will be meaningful to those consumers. Thats why planners are Meaning Makers! If we understand what consumers want (or need) we can address those needs with advertising.
Snickers crafted an entire campaign around the insight that people arent themselves when hungry. People get moody or grumpy. Theyre off their game or rude.
Source: Professor Coal. Consumer Behavior and Advertising. evaeva. Boundless, 06 Jul. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/consumer-behavior-and-advertising-530-18077/
Source: Professor Coal. Understanding The Consumer + The Planning Process. evaeva. Boundless, 11 Aug. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/understanding-the-consumer-the-planning-process-529-18076/
Source: Professor Coal. Understanding The Consumer + The Planning Process. evaeva. Boundless, 11 Aug. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/understanding-the-consumer-the-planning-process-529-18076/
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