One of my favorite types of ads is the “consumer insights on film” as these connect with exactly how we feel about a situation. Apple’s latest ‘work from home’ video absolutely nails those consumer insights.
What is a Consumer Insight? Our definition for consumer insights is the little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers.
Consumer insights come to life through your advertising when told in such a captivating way that makes consumers stop and say “Hmmm, that’s exactly how I feel. I thought I was the only one who felt like that.” That’s why we laugh when seeing the way that consumer insight is projected with humor. That is why we get goose bumps when a consumer insight is projected with inspiration. And, that’s why we cry when the consumer insight comes alive through real-life drama.
Have a look at Apple's new work from home video
The Apple video is a raw demonstration of what we are going through as we work from home. Lots of little insights we can all relate to as we each experience the realities of work from home. After a couple of days, it already has 13 million views.
Explore our 360-degree mining tool for consumer insights
Building a complete picture of your consumer by looking at multiple sources is an excellent methodology to find consumer insights. Start with market data, and then add your observations, the voice of the consumer, emotional need states, and life moments. Here’s an example using consumers who are trying to quit smoking.
What we can read: Use available data such as market share results, tracking studies, or category trends. Look for underlying explanations of the data breaks, drivers, inhibitors, as well as new trends among consumers, channels, and competitors. Tell the story beneath the data.
What we see: Use observations of consumer reactions, coming from focus groups, product tests, advertising testing, and direct consumer engagements to add to the insights. Watch how consumers respond.
What we sense: Listen to the voice of the consumer (VOC), assessing consumer comments on social media, brand reviews, and market research. Listen for specific word choices, tone, and phrases the consumer’s use.
What we feel: Use observations and listening to match the emotional need states with how the use of your brand makes them feel.
Day-in-the-life moments: Map out the consumer’s life with explanations of underlying behaviors, motivations, pain points, and emotions at any moment of the day or week. Conclude how parts of their life could impact their path to purchase.
The power of observation
Adding observations from focus groups, I could see how smokers become very agitated. We held two-hour focus groups and talked non-stop about what could get them to quit smoking. In the first hour, they were polite, but after one hour without a cigarette, I could see their agitation grow to a boiling point.
When I listened further, I heard them say, “I feel guilty I can’t quit” or “I know I should quit” or “Whenever I quit, I feel I’m not myself. I get so irritable that I give up” or “I wish smoking wasn’t so bad for you because quitting smoking sucks.” These are some of the underlying feelings coming out, expressed in their words.
Understanding the emotions
Using the emotional need states, I gravitated to the consumer’s lack of optimism or confidence to quit, how smokers feel out of control whenever they try to quit, and how they feel not themselves.
Observing how quitting smoking fits into their lives, I could see how they take their misery from trying to quit out on those around them. They linked the moment of quitting smoking with their “worst version of themselves coming out” and talked about “the monster.” Some said their spouse or friends had told them they would prefer they keep smoking rather than having to deal with this terrible version of themselves.
Consumer insight (connection point):
“I know I should quit. I’ve tried to quit smoking so many times, it’s ridiculous. I’m not myself. I’m grouchy, irritable, and feel out of control. Quitting smoking sucks!” When I shared this secret back with smokers who want to quit, they say, “Yup, that’s exactly how I feel.”
Consumer enemy (pain point):
“I fear quitting smoking will bring out the monster in me, turning me into the worst version of myself.”
Watch our quit smoking ad which demonstrates these consumer insights
Build your insights right into the brief
Every brand concept should start with the consumer insights that connects the consumer. You should also make sure you have those consumers insights build into the creative brief. You will notice that our brief is half consumer, half brand, which is an indication that your creative delivery connects the consumer with the brand.
If you want insightful work, like Apple’s work from home video, you need to do all the thinking and work to capture how consumers feel. Gather all the nuggets and display them on film, on a poster, your content stories or your new products.
Now, you can get our ideal creative brief format
- Get our Creative Brief template, Media Brief template, and our Mini Brief template in a downloadable PowerPoint file.
- This includes a ready-to-use formatted blank slide with key marketing definitions where you can insert your own creative brief, media brief and mini brief for specific projects.
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