It is All about Consumer Insight!

"For other courses, you compute numbers.

For this class, SHOW ME CONSUMER INSIGHT!"

That is what Gerri and Ashlee, lecturers of Consumer Insight, emphasized again and again.

The question is, how?

We learned many analytical tools from this class, including

• 3C's of Marketing: Customer, Competitor, Company
• How to create a Positioning Statement
• VALS Survey: using it to know the characteristics of the target market and to take appropriate action to catch their attention and to meet their needs
• How to conduct and to interpret perceptual map
  
• Exposure, Attention, and Cognition
• Hierarchy of Effects models.....
  

We also learned how to do Ethnography by conducting observations and interviews, and we had to apply what we learned from the class and readings to generate consumer insights. But the most challenging part (and sometimes the most interesting part) of this class was the group case study project! For each case, two groups would do the presentations while other classmates involving in with completing evaluation sheet and asking questions.

The four cases we went through were about L'Oreal Plenitude, Contadina Pizza, Ford Ka and Harley-Davidson. They were quite different in nature, and we all saw our classmates analyzing them with various approaches and tools.

Are we getting closer to consumer insight?

Oh yes!