Intimate contact consumer insight.docVIP

 PAGE \* MERGEFORMAT 5 ‘Intimate contact’ consumer insight An instant macaroni factory, through consumer research found that consumers prefer cooked macaroni, when he joined a little onion. In order to better meet consumer demand, the manufacturers of the R amp;amp; D personnel in the development of new products, adding the onion. Since then manufacturers of the consumer survey found that consumers in cooked macaroni, there is still adding onion. Manufacturers have puzzled. In fact, hidden behind this phenomenon a ‘truth’: housewives to their families eat pasta cooking time, there is a duty not to do to the housewife sense of guilt, in order to eliminate the feelings of guilt, they are adding some of my to prepare the onion, indicating that the meal is carefully prepared their own, and that they are not a lazy, incompetent housewives. Found ‘hidden truth’ is a consumer insight. More intuitive understanding of consumer insight, that is, through the nature of the phenomena, through the person’s behaviors are psychological. Under normal circumstances, the behavior of consumers has always shown its own reasons, these reasons, some consumers are willing to hang in the mouth and you said, mostly superficial reasons, or some well-known reasons . There are a number of reasons, is that consumers will not, and you said, either he did not want that either he himself did not sense that these reasons driving their behavior. Found that these consumers can not tell yet the factors that drive his behavior, that is, consumer insight. Recently held a ‘Kotler brand leaders’ summit, there is a training topic on consumer insight, to explore how consumer insights. In discussing how to master the skill consumer insight, I would like to focus on the question: who should control consumer insights? I raise this question because I ‘Google’ (search) consumer insights found such a phenomenon: when you ‘Google’ English ‘consumer insight’, you can find most of the points, case studies,