Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut through the confusion showing that insight is an extremely valuable concept and one that should not be debased by sloppy thinking or methodological over-claim. Instead, a simple model of thinking can be used to ensure that the outcome of a project or process has a powerful influence and is highly valued by the end users.
Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnography and market analysis provided a means of generating new insights around Russian women and their use of deodorant. The presentation describes a search for communications insights in Russia to create a powerful communication capable of changing current consumer behaviour: to make women use Rexona deodorant every day.
This presentation describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.
Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This presentation explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for consumer research and marketing. Consumer societies are becoming more immature; consumer decision-making in many situations resembles pre-adult patterns of thought. The presentation concludes with a segmentation of consumers in terms of the degree and types of neoteny that they exhibit.