Insight Activator

Topics: Hair, Long hair, Task Pages: 7 (443 words) Published: April 24, 2015
ASSIGNMENT 4.1 – INSIGHT
ACTIVATION
Tuan Duong
Hong Ngoc

INSIGHT
ACTIVATOR
a creative tool for brands to understand consumer deeply, where brands and consumers’ lives meet

INSIGHT ACTIVATOR OVERVIEW
Facts with no personal interpretation
added.
Selected as in some way relevant to the
task
Data: existing knowledge, experience,
etc.
Possible explanations for consumers’ behaviors
or actions, based on observation to give brands
clues to jump in.

Clusters of related insights in a common theme, which
activates brand activities.

OBSERVATION

INSIGHT

INSIGHT
PLATFOR
M

INSIGHT ACTIVATOR PROCESS
OVERVIEW

Targeting

PROCESS

PAUSE

Define task and target
 flexible plan

REWIND

Collect and identify knowledge gaps for
further investigation

OBSERVATION

INSIGHT

INSIGHT
PLATFOR
M

Brand
Activities

DETAILS

FORWAR
D

Explore key gaps from different angles,
capture observation, and educational
guess based on consumers’ attitude to
create insights

MIX

Capture insights and find out the
relevance between them to build up
Insight Platform

PLAY

Pick up the most powerful insight Platform
for brand activities, which is suitable for
plan above.

Cooking
& kitchen
favors

Mom, 24-40, family-oriented,
loving cooking and caring family

I’m very happy to see the smile on
my children’s face when they
enjoy my meals

The greatest pleasure comes from
providing food for my family
because it makes me feel like a
real mum and is a way of
expressing love for my family

I invest my time for
cooking despite a
busy day

Cooking is great
time to give family
my special care.

Pleasure in food often comes from giving

Target

Observatio
n

Insight

Insight
Platform

Oral
care

Officer, 24-40, busy man,
Usually communicate and be active

During the day, I often
wish my mouth felt as
fresh as after brushing

The fresh of my mouth
can be reduced over
time and the fresh of
confidence can be too

After eating, I can’t always
brush my teeth as I would like
because I don’t have my brush
with me

I want a easier oral care with
me because I’m always on the
go

The fresh on the go

Target

Observatio
n

Insight

Insight
Platform

Hair
care

Traditional woman, 18-30
Concern about hair care, have a sense of beauty

My flat hair make me feel
invisible when I take part in
parties or proms which is
very crowed

Status of my hair reflect
status of myself. When my
hair is flat, I feel less
confident to self-express

I feel lost of femininity when I
cut my straight long hair

Straight long hair is a
beautifully identity of woman.
Preserving that hair is
keeping my presence on
being highlighted and shining

My hair is my self-expression

Target

Observatio
n

Insight

Insight
Platform

Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay about An Insight to \
  • Essay about Insight
  • Insight Essay
  • Insight on Machiavelli Essay
  • Insight to Buddhism Essay
  • Personality Insights Essay
  • Insight of a follower Essay
  • Customer Insights Essay

Become a StudyMode Member

Sign Up - It's Free