Tag Archives: consumer insight

Discover Insights Through this Simple Formula to Drive Results

Let me tell you upfront, Insight is not a Hidden Truth. It is not.

Insight is what is pushing people to hide the truth, run away from the truth or simply try to change the truth. It is the conflict between reality and dream.

So look beyond cross tabs, try to see the correlations between the truth, its result and its desirability. If your consumer could tell you everything, then clients don’t need you, clients need you to tell them what consumer cant.

I will not quote some generic examples, let me give you some insights about myself

  1. I want to enjoy big pack of lays chips & a large can of Coke without getting fat
  2. I want you to share this post with the world but I don’t want to sound desperate
  3. I want to travel around the world and still manage to keep my day job

You knew it already, didnt you. Or nope you couldn’t see my point. If not, then let me give you an insight about you

  • You want to discover the secret of success, but you don’t want your Boss to know it

Do you know why people doesn’t pay attention to marketing studies because Truth is boring; and mostly we all know what the truth is. News channel have mastered this art of telling the truth that can drive masses. Because they don’t discover truth alone, they discover why people are playing games with the truth.

Learn from them, this is what their formula is, my friend

Insight = [Truth + (Outcome of the truth x Desirability of the outcome)]

Insight Formula

How to Discover Insight through a Formula

Have you heard insights like guilt free food, A Monk who sold his Ferrari, One Minute Manager all of these are benefiting from the eternal truth and the negative desirability of their outcomes. (I want to be rich enough to have Ferrari with a peace of mind of a Monk)

I can’t share any data set here with you, I still want to have my day job :). But I am sharing the post about new consumer truth and I am adding the insights in blue for illustration.

New Consumer Truths & Insights

New Consumer Truths & Insights

Best of luck in your insight quests, in case you feel you are stuck somewhere in your search. You can always contact me, I will try to help. If you are targeting Muslim Market, I have done some work on it which might be of use to you.

By the way, some time ago I also wrote something about marketing research presentation formulas that can work for consumer insight manager, business intelligence executives, and marketing research personnel.

Your Consumer is looking for a Sincere Friend in this connected world

In 2012, I saw these 3 trends emerging across the globe

onely But Connected Consumers1.)    Lonely but connected (Connected Loneliness):  Consumers with a massive friends list on FB but Living alone. The connected lonely syndrome.  And why would they like to unplug from digital world and buy real life experiences.

2.)    The Aware Consumer:  Consumer who are seeking the whole truth, the ugly whole truth because they are powerful enough to handle the truth

3.)    Seeking a Meaning: Consumers seeking to leave a positive foot print.

This article talks about the first point, “connected loneliness” and how this trend is picking up and will become more and more mainstream. I will explore the rest of the two trends later.

Lonely But Connected

 Almost 60% of internet users, who lead a busy social media life, miss out on real life. They usually find themselves in a vicious circle where they were too busy for real life events and then the people around them moved on leaving them glued to their screens. Following is a snapshot of a detailed infographic.

Internet Addiction - Snapshot

Either too busy to be lonely, or too lonely to be free. This target segment is a very juicy niche for products that are offering relaxation in any shape or form.

Following are some examples that capitalized on these trends

Examples

Disconnect to Connect

When we become addicted to using the internet and mobile phones to interact, we neglect our loved ones and friends beside us. Thailand’s DTAC  telecommunications (Telenor) company released a “Disconnect to Connect” advertisement campaign, telling us to cherish the people beside us.

Go On Facebook Diet or Unplug Yourself

 

There are books out there to help you get out of internet addiction the most noticeable being “The Facebook Diet” . Here are some thoughts of my favorite comic character ‘aunty acid’ on the connected lonely people.Facebook Diet - Digital Detox

Aunty Acid - Facebook

Or maybe you can visit and read Fast Company’s thought on unplugging yourself from internet

Wi-Fi Free Zones

The most juicy target audience we ever had, i.e.  ‘The mothers’ relate to this sentiment more deeply and quickly than anyone else. Pick any parenting book and you will notice that they are now talking about creating ‘Wi Fi free Zones’ in your houses to have meaningful time with your family.  As There is nothing that is more urgent than the real life I am living, every day.”  (Abstract taken from “nurture parenting”)

kit-kat-chocolate-free-no-wifi-zone-1024-59530

Here is an example of what Kit Kat has done for the audience to appreciate their surroundings and can I just restate that this campaign was done by my ex-employer, JWT. One of the best agencies to work at 🙂

Here is an example of how Switzerland used data points to sell their “holidays without internet” to internet savvy people. This was done in 2011 imagine what can be done in 2013 when I.A.D (Internet addiction disorder) will be marked as a real disorder.

Still not convinced? You are a tough one, aren’t you? Here is another infographic for you by  Mashable. And if still not convinced, then let me know what am I missing.

Implications

The ‘connected but lonely’ is a niche segment; anything directed to them cannot be mass so Customize. Customize as much as your category allows you.

1.)    Call for action beyond clicks: Have a look at the Gold Winner at this years’ Cannes. Why this Ad was good? Because it had an insight and a call for action. Clicks on internet are meaningless if they aren’t backed by actions. Same goes for birthday wishes, get well messages and every other form of human interaction. Bring this fact back to the conscious level of your audience.

 Cannes Gold - 2013 Liking is not Helping

2.)    Do we really have friends? How many of our digital friends are the ones with whom we will have coffee at least once a month? Offer your audiences to have meaningful social interactions. I am not sure how many BTL activities can be sponsored by a brand on these lines, but ATL opportunities and ambient media opportunities are humongous in this domain. Have a look at this Digital Detox Retreats site to have some ideas.

3.)    Offer Happiness, be a friend:  Did you know that the more the mind wanders, the less happy you are – here is a study that talks about this in detail.  This means you would like to offer your audiences some tools (maybe an app) that offer Self-Control, Focus Booster and some short breaks. (The links are the links of the apps that can be sponsored by your brands). Happiness will not only come from apps- it will also come from a wake-up call or a memorable experience. Consider offering any of that. Be friends with your audiences, they need that.

In case you would like me to amend something above, please write to me or consider dropping a comment – that will make me very happy.

JWT Anxiety Report: Pakistan – the most anxious country in the world

JWT has just issued a global anxiety index report. You can download it from here

Sadly, 90% of Pakistanis (including myself) are feeling anxious. So Dear Brands in Pakistan, consider this sentiment and work around it and this also includes branding around politicians.

Last time, when majority of Egypt was feeling anxious it resulted in bringing the Govt of 3 decades down. What a bad indicator and a bad sign for newly elected Government

What keeps Pakistanis’ awake at night?

  • Gas prices. Not the tension on LOC but the energy crisis.
  • Rate of Crime
  • Terrorism
  • Unemployment

And to top that, ½ of Pakistanis’ don’t know when & if the economy will recover. India is one of the happiest markets in the world, while Pakistan is in the last 10 of the surveyed countries. We are leading the world in pessimism at the moment.

Pakistan Anxiety details 2013 - JWT Anxiety Index

Pakistan Anxiety details 2013 – JWT Anxiety Index

Implications:

  • Imran Khan, Shahbaz Sharif  don’t you think you should work together to improve the situation. Instead of playing blame game. When will you guys wake up?
  • Chief Justice, there are more important issues than Pervez Mushraff we need you to focus on those.
  • In the middle of tensions, there is good news as well. Spread it more as individuals and as organizations. (We need more and more of propakistanis)
  • Utilize social media to create awareness, consider crowdsourcing to create solutions.
  • Agencies –  Wake up and try to convince brands to have purpose driven marketing.
  • Celebrities – Please use your fan power to encourage crowd sourcing. (I have recently observed Ayeshah Alam Khan playing a very positive role in many issues faced by a common man)

Remember, circumstances are chances waiting for ordinary people to become extraordinary.

(I have some proposals for purpose driven marketing, will upload them once get a chance. Let’s get together to create a difference.)

Long Live Pakistan.

6 easy ways to target the Muslim Market

Hello, welcome and Salam,Thanks for taking time out and stopping by at my blog. Today’s post is about the insight we as marketers are overlooking when we target Muslims. I have posted earlier on the same topic; you can find that post here

I will try to summarize below my conclusion about what insights are missing when we target Muslims.

  • Imagery Driven: I am not sure when marketers will realize Islam is beyond crescent, veils and prayer mats. (may be the end of the Mayan Calendar will be the beginning of that realization – pun intended)
  • Muslims are undoubtedly a big and juicy market USD 2 trillion, but there are not enough specialized advertising agencies, other than Ogilvy Noor, for this market segment when compared to other Niche segments like Hispanic Market.
  • Young: On an average, Muslims of the world are 27 years old. Your typical YPE, generation Y & generation x. Imagine their lives, facebook, multiculturalism, strong faith and tons of media bombardment trying to tell them that they are backward or fundamentalists. They clearly seek clarity what is stopping brands to offer them that?
  • Indonesia & Malaysia have done some interesting advancements in Islamic Branding front like introducing a Fashion brand etc. I crave to see more of that coming from rest of the world.
  • Muslims are travelling: I have a privilege to live in UAE (most of you know it as Dubai), everyone here travels at least once a year. And when we do, trust me it is hassle to find comfort from small to large things e.g. availability of water in washrooms, halal food, Ramadan timing breakfast etc. The market spent of Muslim Travellers is around USD 126 billion, tourism industry must try to capture it.
  • Less Judgmental: Aren’t we a bit too quick in drawing our conclusions when it comes to religious minority or majority? Here is an interesting article about that

Have a look at the presentation and slides, hope you will find them interesting.

Continue reading

3 Emerging Consumer Trends

Customer Trends helps us to shape ourselves according to consumers’ expectations, following are 3 trends which are affecting the consumer. It is now up to us to use them or ignore them.

Trend

Insight

Opportunity

The Aware Consumer

We are talking to consumer, who are well traveled, informed and aware about their rights.   They are becoming allergic to meaningless brand promises. And legislation and watchdogs are giving them new information about their choices  

They seek a genuine relationship with brands. Be Honest with them, try to be a partner to them in their journey of life.

Lonely but connected

Massive friends on FB but Living alone. Consumers are disconnecting from real life. And they know this.

 Help consumers’ to get back in touch with Real Life

Seeking a Meaning

Gen Y is more aware and hence are more conscious. Trend watching calls it Emereging Maturlism, you may call it a consumer who wants to make a positive impact

Offer consumers a chance to add a positive foot print, you will be pleasantly surprised

The key that sets good researchers a part from bad researchers is not the ability to compute. It is basically, the eye for an insight and the guts to inculcate that insight in to decisions. Best of luck to everyone out there who is trying to do that, sooner or later we will crack this code together.

Social Media Statistics in United Arab Emirates

[table id=4 /]

Key questions this data raises:-

  1. Average ad-spend on social media per annum is AED 50,000 only. The question is, in a market where TV is extremely fragmented and print is very expensive what is stopping brands from exploring new media? Continue reading

Consumer Insight: Sally in Dubai and social media Part 2

In Jan, I wrote about the Sally in Dubai Blog which was at that time covered by Gulf News.The first question I had in my mind, was about the authenticity of the blog

Today I somehow landed on this youtube video of Sally, have a look.

“Sally is a hoax and so could be multiple other bloggers who are shaping consumers’ opinion. Will this effect consumers more than marketers or vice versa” Continue reading