WELC ME

WELC 

ME 

TO INSIGHT BASED-TOPIC DEVELOPMENT 

WHY THIS GUIDE 

Why is insight-based topic development so important? 

It helps to develop solutions that are relevant for our customers, differentiating from our competitors and 

credible for our brand. At the current status quo this becomes even more important, considering three aspects: 

! 

1. Generic, saturated 

and highly competitive 

market 

2. Rise to largest telco 

services provider in 

Germany with merger 

! 

3. Transformation 

into a digital telco 

! 

Insights help to develop solutions that are differentiating, relevant and credible. 

Differentiation 

potential through 

disruptive 

propositions 

Focus shifts from 

customer acquisition to 

customer loyalty 

! 

Enable people to 

make more out of 

their digital life

WHAT IS AN INSIGHT 

The biggest problem with insights is, they are one of the most misunderstood concepts in marketing. An insight 

is never your product description. People tend to formulate insights such as „I look for a solution that ...“. But 

people never look for a product solution; they look for a solution to their problem or need. 

! 

An insight is a fundamental human truth that addresses in the best way a BARRIER 

(problem/fear) and the resulting NEED (desire/motivation). It always comes from 

consumer perspective, NOT product perspective and explains why, rather than just 

observing that people do something. 

! 

Insights should illuminate us, expand our minds and unlock creativity. - Why is an insight like a 

fridge? Because as soon as you look at it a light goes on! 

! 

Often it is surprising, how many people have great insights. Because great insights are like 

coloured DIAMONDS, very precious and very rare. Or to bring another metaphor from the 

category: Finding strong insights is like digging for gold, hard work but at the end it’s worth it. 

! 

A great insight is surprising, because it is so simple and obvious. It is kind of an „Aha!“ 

experience, they are things that other people think of, then you immediately wish you had. Or in 

the words of Simon Law:“An insight is a revelation that produces great work. There should be a 

degree of “Fuck me. I never thought of it like that!” 

THERE IS NO ONE SIZE-FITS ALL WHEN IT COMES TO INSIGHTS! 

Because the broader and more generic the insight, the more it sacrifices relevance and impact. 

YES, BUT WE WANT TO REACH THE MASS MARKET? 

Even though the business is universal, we offer different solutions for specific target groups. 

You cannot find the one insight for all of them, but you can follow an inductive approach from specific to broad: 

First identify the most significant insight for the core target group and then evaluate how it resonates on broader 

perspective for secondary target groups.

HOW TO USE THE HOW-TO-GUIDE 

This guide is a working guide with hands-on templates (cards) that you can write into, cut out, pin on 

your wall or take into workshops. It’s a guide to use - not just to read! 

STRUCTURE As introduction to each phase you find an 

overview page that gives you a brief summary about 

what happens in this stage. It gives you the single steps 

- from the objective to the desired outcome of the phase. 

COLOUR CODE Each phase is highlighted 

in its own colour. The flags on the right 

side makes it easy to jump between the 

phases or to look something up. 

INFO-BOXES Icon-assisted boxes at the end of the 

overview-boxes sum up important information such 

as: 

ICONS Some icons reoccur in the 

process to mark important informations 

such as: 

Watch outs Notes Tips 

PROCESS BAR Each phase is represented by 

its own icon. They reoccur in the process 

bar at the end of the page. The bar shows 

you, which phases you completed already. 

STARS Whenever you see a star 

at one of the steps at the 

overview page you find 

explanatory cards or working 

cards that support you to 

execute the respective step. 

CARDS The working cards present 

you essential information, helpful 

exercises, guiding questions and 

tools such as evaluation grids 

GLOSSARY What was an insight again? What 

is the difference between a finding and a 

learning? The glossary at the end gives you 

definitions of the most important terms.

PROCESS OVERVIEW 

The whole process is a condensation of knowledge. From broad information to the one insight that 

builds the basis for the concept. 

The OBJECTIVE consists of a business and a marketing objective and sets the 

frame for the whole concept development. 

FINDINGS are researchable facts related to the objective such as 

interesting figures, statistics, trend reports, info-graphics, etc. 

LEARNINGS are conclusions derived from your clustered 

findings such as correlations, influences, contradictions, 

shifts, developments or dilemmas. 

Based on the learnings, DRAFT- 

INSIGHTS are presumable first 

„fundamental human truths“ phrased 

from consumer perspective. 

The final INSIGHT 

expresses the most 

relevant barrier & 

resulting need with 

the greatest 

potential for a 

differentiating & 

credible 

proposition.

INTRODUCTION 

! 

In this phase it is crucial to define a 

clear, measurable objective and 

decide for one specific target 

group. 

1 

! 

All following steps are made on the 

estimation of contribution to the 

objective and relevance for the 

customer. 

PHASE 1 

DEFINE OVERALL OBJECTIVE & TARGET GROUP

Define 

overall objective 

& target group 

METHODOLOGY 

Define the objective 

STEP 2 

Discuss marketing/business objective 

Gather Marketing Plan, Market Reports, 

Brand KPIs and derive a situation analysis. 

STEP 4 

Evaluate, rephrase & align on objective 

Use the attached guiding questions 

for evaluation 

STEP 6 

Decide for ONE target group 

Use the attached guiding questions 

to identify the target group. 

STEP 1 

Set up the team 

Book a room and block some 

time for brainstorming. 

STEP 3 

Phrase your objective 

Write first drafts on Post-its on a wall. 

See attached template on how to 

formulate objective. 

Define the target group 

STEP 5 

Analyse current segmentation data 

Discuss, which segment you want to address 

& consider existing customers and prospects. 

OUTCOME 

Clear objective 

ONE target group 

Responsible team 

! 

WATCH OUT 

As this is the process 

kick-off, defining the 

objective and target 

group should be a 

team decision. 

TIP/TEMPLATES 

1. Formulating objectives 

2. Guiding questions for 

objective evaluation 

3. How to use segmentation 

4. Guiding target group 

questions 

! 

NOTE 

Clearly define task & 

responsibilities 

SOURCES/HELP 

Marketing Plan 

Market Reports 

Brand KPIs 

Current Segmentation 

Customer database 

Churn & Migration Data 

! 

NEEDED MATERIAL 

A room 

some pens 

post-its 

!

Formulating objectives 

Step 

3 

A GOOD OBJECTIVE CONSISTS OF A BUSINESS & A MARKETING OBJECTIVE. 

SO LET’S SAY OUR PRODUCT IS APPLES. 

Business Objective  

Increase British apple sales by 50% by the end of 2015.   

  

Marketing Objective  

Drive positive brand perception by 75% by the end of 2015. 

! 

Make it measurable, 

or there is no way to 

evaluate the success. 

! 

AND IF OUR PRODUCT IS A NEW TARIFF? 

! 

Business Objective  

Push the blau Allnet flat to xy subscribers by the end of 2015. 

! 

Marketing Objective 

Raise brand awareness of prepaid-interested persons in Germany to 75% by the end of 2015. 

Guiding questions for objective evaluation 

Step 

4 

! 

REVIEW YOUR OBJECTIVE 

! 

• Is it fitting the “objective of the objective”, the overall long-term business goal? 

! 

• Is it fitting the current marketing strategy? 

! 

• Is it SMART? (specific, measurable, achievable, relevant, time bound) 

! 

• Is it precise and easy to understand? 

! 

Discuss your objectives on 

the guiding questions and 

chose the one that fulfils 

the aspects best.

Formulating objectives 

Back of the card always shows concrete example 

from the documented test process 

Guiding questions for objective evaluation 

Back of the card always shows concrete example 

from the documented test process

How to use the segmentation 

Step 5 

MATT 

Guiding target group questions 

Step 6 

THE FOLLOWING QUESTIONS HELP YOU TO IDENTIFY YOUR TARGET GROUP 

Analyse current segmentation data, and decide which segment to target. 

From 

broad 

! 

From To 

specific broad 

! 

! 

• The segment that has the biggest size? 

• The segment that holds the greatest growth potential? 

! 

• The segment that we can serve better than our competitors? 

• The segment in that we are particularly strong/weak? 

! 

• The segment that holds greatest value potential? 

• The segment that is most profitable? 

! 

• Those who gets half way along the path to   

purchase and then exits? 

!

How to use the the segmentation 

MATT 

Guiding target group questions 

! 

! 

It’s ONE or none. Otherwise you end 

up in generic solutions - there is no 

„one size fit’s all“!

INTRODUCTION 

! 

This phase is all about collecting as 

much relevant information as 

possible. The outcome should be a 

comprehensive grid containing a 

2 

! 

collection of findings related to the 

objective and deep understanding 

of the target group captured in a 

clear profile. 

PHASE 2 

GATHER & FILTER KNOWLEDGE

Gather & filter 

knowledge 

Gather knowledge 


STEP 2 

Provide access to existing knowledge & sources 

A list of sources you find on the cards attached. 

STEP 4 

Review findings and filter existing facts 

You can use the attached questions/criteria 

to decide what is an interesting fact. 

Sort knowledge 

STEP 6 

Get some Metaplan boards & do a post-it battle 

Find keywords for all your important facts/figures/ 

information gathered and write them on post-its 

Profile your target group 

STEP 1 

Set up a research team & assign research tasks 

Set your fields of interest and define concrete 

questions that need to be answered. Possible fields 

of interest you find in the grid attached. 

STEP 3 

Review existing knowledge 

What is already there? Where is 

need for further research? 

Filter knowledge 

STEP 5 

Get the team together & share your wisdom 

Present your findings to the team (in a verbal 

summary, a few slides, notes on a flip chart) 

STEP 7 

Sort the post-its 

The cluster grids attached will help you. 

STEP 8 

Combine segmentation with your findings 

The attached card helps you to write a clear profile 


Grid of 

relevant findings 

& target group 

profile 

! 

WATCH OUT 

At this state it is about 

a summary of 

FINDINGS, not yet a 

conclusion! 

! 

TIP/TEMPLATES 

1. Fields of interest 

2. List of sources 

3. Filter criteria for findings 

4. Sorting grids for findings 

5. Profiling target groups 

NOTE 

FINDINGS are interesting 

facts, figures, statistics, 

etc. 

SOURCES/HELP 

Great help you can get 

from Market Intelligence 

and Centre of Excellence 

for Business Intelligence, 

! 


A room 

some pens 

post-its 

!

Fields of interest 

Step 1 

MACRO PERSPECTIVE 

What are cultural shifts/trends? Customs, traditions, social norms? (Cultural Findings) 

What are mega trends or future trends? (Future Findings) 

What are market trends? What are market conventions? (Market Findings) 

! 

MESO PERSPECTIVE 

What are trends regarding brands? (Brand Findings) 

What are trends in media & communication? 

What are trends in channels/distribution/shopping? 

What are technological developments? Product trends?   

(Product Findings) 

! 

MICRO PERSPECTIVE 

What are consumer trends? What are lifestyle trends? (Consumer Findings) 

What are consumption trends? (e.g. Usage Findings, Owner Findings, Purchase Findings) 

What is the target group profile? (see segmentation) 

List of internal sources 

Step 2 

Internal research 

BIC, MI, Social Media 

Monitoring 

Product 

Product description 

Current & Planned Portfolio 

Market 

Existing trend- & competitoranalysis 

Brand/Communication 

Brand KPIs 

Comms of competitors 

Consumer 

Existing insights 

Existing trends studies 

Tip 

Learn about your customer 

from digital touch-points

Fields of interest 

MAP OUT YOUR FIELDS OF INTEREST (EXAMPLE FROM WORKSHOP) 

List of internal sources 

WHAT IS BIC? 

The „Centre of Excellence for Business Intelligence," offers services to all areas of Telefónica 

Germany: 

! 

• Our company-wide data warehouse provides a holistic view of our customers and 

processes as a basis for analytics, reporting and optimisation. 

! 

• Analyses, forecasts and reports provide valuable knowledge and insights about customers 

and business processes to derive measures and to make informed decisions. 

! 

• We also assist in the implementation, optimisation and monitoring of customised sales and 

relevant business processes. 

! 

• Data Warehousing is responsible for the data of the Enterprise Data Warehouse. Through 

integration and interpretation of information from the enterprise-wide data sources to BI 

departments a holistic view is placed on business processes and customers. 

! 

• Business Analytics offers based on internal and external data Business & Customer Insights 

for management and specialist areas. Furthermore, sales-related business processes are 

monitored, analysed and optimised. 

! 

• Reporting Services offers based on customer data in addition to standardised and 

multidimensional reporting for all relevant business areas. 

! 

• Customer Intelligence provides data-driven and analytical services to optimise customerspecific 

processes (e.g., Campaign Mgmt., Or Customer Risk Mgmt.)

List of external sources 

Step 2 

PRIMARY INFORMATION 

! 

E.g. interviews with experts, but why not also interview a shop agent or hotline agent? 

They are in contact with your customers every day and a great source of information. 

Or directly speak with your target group and do in-depth interviews/focus groups. 

SECONDARY INFORMATION 

Micro perspective Meso perspective Macro perspective Overall 

ZDF/ARD Online Studie 

Verbraucheranalyse 

KIM-Studie 

GfK Panel 

Haushaltspanel 

Digitalbuzz.com trendwatching.com 

W&V brand barometer zukunftsinstitut.de 

Mashable 

tnsdigitallife.com 

Horizont 

Comscore 

lead-digital.de Pfsk.com 

gartner.com 

kpmg.com 

jwtintelligence.com 

Millward brown 

Nielsen 

Bitkom 

Statista 

2.deloitte.com 

edelman.com 

destatis.de 

Filter criteria for findings 

Step 4 

ESTABLISH FILTERS TO DECIDE WHAT IS A RELEVANT FACT. 

You can use the following questions as guidelines: 

! 

• Does the finding show important developments? 

• How does the finding have to be evaluated in terms of newness and actuality? 

• Does is relate to the objective? It is proving the objective or challenging it? 

• Showing a barrier or lever? 

• Is it product relevant? 

• Is it target group relevant? 

• Is it future-proof?

List of external sources 

(What could be helpful 

information on the back of 

the card?) 

Filter criteria for findings 

ADD YOUR OWN FILTER CRITERIA 

1. _____________________________________________________________________ 

! 

2. _____________________________________________________________________ 

! 

3. _____________________________________________________________________ 

! 

4. _____________________________________________________________________ 

! 

5. _____________________________________________________________________ 

!

Findings organigram 

Step 7 

Cluster 1 Cluster 2 Cluster … 

Finding a 

Finding … 

Sub-finding 

Finding b 

Essence 

of findings 

How to use the findings organigram 

Step 7 

The findings organigram helps you to cluster your findings and deduct the 

condensed „essence“ or key-finding. 

1. 

2. 

3. 

! 

Define your clusters 

On the back of the card you find exemplary clusters. Clusters are summarising 

topics under which you can group your single findings. 

! 

Sort and place your findings 

Sort your findings under the fitting clusters. Maybe one finding results out of 

the other, you can place them as „sub-findings“ at the respective branch. 

! 

Analyse your diagram and derive the essence 

What is the most crucial thing you learned? What is an umbrella learning? The 

root/cause of the single learnings?

Findings organigram 

(Show real example from workshop) 

! 

How to use the findings organigram 

EXEMPLARY CATEGORIES OF CLUSTERS 

Culture 

! 

Future 

Market 

Product/Brand 

! 

! 

Communication/ 

Channels 

! 

! 

Consumption/ 

Consumer

Sorting grid for findings 

Step 7 

Copy the grid on a whiteboard. Sort your findings on the post-its in the grid. Cluster them according 

to topics (territories) and according to the level they play on: Macro, meso or micro level. 

Territory 1 Territory 2 Territory 3 

Macro 

Context 

! 

(e.g. Economy, Society, Future) 

Meso 

Category 

! 

(Product, brand, 

communication, channel) 

Micro 

Consumer 

! 

(Behaviour, Attitude, 

Consumption) 

Profiling target groups 

Step 8 

USE EXISTING INFORMATION FROM THE SEGMENTATION. ADD YOUR NEW FINDINGS TO A CLEAR TARGET GROUP PROFILE. 

1. Demographic aspects   

1. (e.g. age, gender, income) 

___________________________________________________________________________________________ 

___________________________________________________________________________________________ 

___________________________________________________________________________________________ 

___________________________________________________________________________________________ 

! 

2. Psychographic aspects   

2. 

(e.g. attitudes, values, opinions, interests, drivers & motivations, needs)  

___________________________________________________________________________________________  

___________________________________________________________________________________________  

___________________________________________________________________________________________  

___________________________________________________________________________________________  

 

3. Behavioural aspects   

3. 

(e.g. purchase behaviour, usage behaviour, decision making process)  

___________________________________________________________________________________________   

___________________________________________________________________________________________  

___________________________________________________________________________________________ 

___________________________________________________________________________________________

Sorting grid for findings 

(EXAMPLES FROM WORKSHOP) 

Profiling target groups 

(EXAMPLES FROM WORKSHOP)

INTRODUCTION 

In this phase the goal is to link the 

single findings from the grid 

(information, facts and figures) to 

identify connections between them. 

3 

! 

This step is all about interpreting 

the findings that were collected in 

the grid and deducting concrete 

LEARNINGS as conclusion. 

CLUSTER RESULTS 

PHASE 3

Cluster 

results 


Identify connections 

STEP 2 

Analyse your grid 

Draw lines where you see connections 

between your findings on the post-its. 

See the attached card shows you 

possible kinds of connections. 

STEP 1 

Get the team together & create a war-room 

This phase is realised in a brainstorm session. 

You will need your metaplan boards from phase 2. 

STEP 3 

Try additional exercises 

The cards explain you the exercises 

“Fishbone Model” and “5 Times Why” 

to identify possible connections. 

Phrase learnings 

STEP 4 

Write your learnings on post-its 

Phrase concrete learnings out of the identified 

connections and stick them on the wall. 

STEP 6 

Review findings based on your filters 

You can use the attached grid as an 

example. 

Filter learnings 

STEP 5 

Evaluate learnings 

The attached card gives you examples of 

criteria to evaluate the learning’s potential 


List of relevant 

learnings 

! 

WATCH OUT 

It’s not a summary of 

knowledge anymore 

it’s a conclusion! 

TIPS/TEMPLATES 

1. Types of connections 

2. The fishbone Model 

3. Five times why 

4. Evaluation criteria 

5. Evaluation grid 

NOTE 

The more links arise from 

an aspect the more 

driving force it is. 

SOURCES/HELP 

Use one of the exercises 

from step 3 if you have 

problems to identify cause 

and effect between your 

findings 

! 


A room 

some pens 

post-its

Types of connections 

Step 2 

CONNECTIONS CAN HAVE DIFFERENT FORMS: 

! 

Correlations/ 

Influences 

! 

Contradictions 

Positive/negative   

links 

Shifts 

! 

! 

Developments 

! 

! 

Dilemmas 

5 Times why 

Step 3 

EXPLORE CAUSE-AND-EFFECT RELATIONSHIPS 

PROBLEM 

! 

1. Write down the 

specific problem. 

2. Ask WHY the problem 

happens and write the 

answer. 

1. WHY 

2. WHY 

3. If the answer you just provided doesn’t 

identify the root cause of the problem ask 

WHY again and write that answer down. 

4. Loop back to ask WHY until the 

team is in agreement that the 

problem’s root cause is identified. 

3. WHY 

4. WHY 

5. This may take fewer or 

more times than five Whys. 

By repeatedly asking the question 

“Why” (five is a good rule of thumb), you can 

peel away the layers of symptoms which can 

lead to the root cause of a problem. 

! 

6. Keep asking until you 

found the problem’s cause. 

5. WHY 

(Cause)

Types of connections 

EXPLANATORY EXAMPLES 

! 

Correlations/Influences 

! 

Contradictions 

Positive/negative links 

Shifts 

! 

Developments 

! 

Dilemmas 

5 Times why 

PROBLEM 

! 

My car stopped 

1. WHY 

Because it ran 

out of gas 

2. WHY 

Because I didn’t buy any 

gas on my way to work 

3. WHY 

Because I didn’t 

have any money 

4. WHY 

Because I lost it all last 

night in a poker game 

5. WHY 

(Cause) 

Because I’m not very 

good at “bluffing”

Learning evaluation criteria 

Step 5 

Relevance 

? ? 

! 

Credibility 

? ? 


! 

Goal-orientation 

! 

Learning evaluation grid 

Step 6 

Learning 1 Learning 2 Learning 3 Learning 4 Learning 5 

Relevance 

Credibility 


Goalorientation 

Every participant gets one vote per 

learning (visualised by a post-it point).   

The learnings with the most points are 

the most interesting.

Learning evaluation criteria 

Step 5 

Relevance 

Connection of the 

learnings to our target 

group 

Credibility 

Fit of the learnings to 

our product/brand 

strength 


Potential of the 

learnings to distinct us 

from competitors 

! 

Goal-orientation 

Use of the learnings to 

fulfil the objective 

! 

Learning evaluation grid 

Step 6 

(Show example from grid filled in workshop)

INTRODUCTION 

! 

In this step the learnings are 

transformed into presumable first 

“raw” Draft-Insights 

4 

! 

that can be tested and 

validated in scientific 

research. 

DEVELOP DRAFT-INSIGHTS 

PHASE 4

Develop 

Draft-Insights 


Analyse the cause 

STEP 2 

Turn learnings into insights 

First establish the problem: 

What is the underlying barrier, fear? 

Secondly derive the resulting need: 

What is the motivation or desire? 

STEP 1 

What is an insight? 

Insights are diamonds. 

Why? See cards! 

Formulate your Draft-Insights 

Evaluate & filter Draft-Insights 

STEP 4 

Reduce the number of insights 

You can use the evaluation grid 

attached as decision basis. Narrow your 

Draft-Insights down to the strongest. 

STEP 3 

Develop as many insights as possible 

Watch language & perspective: Phrase insight 

from consumers point of view in his words. 

See card for help! 


3 

testable 

Draft-Insights 

! 

WATCH OUT 

Avoid marketing slang! 

TIP/TEMPLATES 

1. What is an insight? 

2. How to formulate  

an insight 

3. Insight evaluation grid 

NOTE 

An insight is never your 

product description. 

SOURCES/HELP 

May use MI expertise to 

transform your learnings 

into testable Draft-Insights 

! 


Your list of learnings 

from the previous phase 

!

What is an insight? 

Step 1 

Barrier Need Illumination Aha-moment Diamond 

A fundamental human 

truth that addresses 

e.g. a problem or fear… 

… and the resulting 

NEED, e.g., a desire 

or motivation. 

It expands our 

minds & unlocks 

creativity. 

A great insight is 

surprising, because it is 

so simple and obvious. 

Insights are like 

diamonds - very rare 

& very precious. 

Why we need insight? 

Step 1 

It helps to develop solutions that are relevant for our customers, differentiating from our 

competitors and credible for our brand. 

Relevance 

Consumer 

SOLUTION 

Credibility 

Brand 


Market

What is not an insight? 

An insight is never your product 

description. People tend to formulate 

insights such as „I look for a solution 

that...“. 

! 

But people never look for a product 

solution; they look for a solution to their 

problem or need. 

! 

An insight is not a statistical fact. E.g. 

„women are the fastest growing segment 

in the online game market“ is a fact. 

! 

But why is that so? - The woman’s need/ 

motivation behind it would be an insight. 

An insight is a revelation 

that produces great work…. 

There should be a degree of 

“Fuck me. I never thought of 

it like that! 

Simon Law 

Why we need insight? 

Not every insight is a useful insight. 

Without insights it is more likely to 

end up with generic, 

interchangeable messages. 

But it is also crucial to identify a 

fitting insight that can be 

connected to your brand or 

product.

How to formulate an insight? 

Step 3 

Barrier 

  

„xxxx“ 

give strong o2 example 

Need 

  

„xxxx“ 

give strong o2 example 

First establish the problem:   


Secondly derive the resulting need:   


Insight evaluation grid 

Step 4 

A STRONG INSIGHT SHOULD TICK THE FOLLOWING BOXES 

Relevance 

How true is it for the 

consumer? 

Credibility 

How credible does the 

brand overcome the 

barrier/meet the need? 


How much disruptive 

power lies in the insight? 

Effect to change 

How powerful is it to 

change behaviour/ 

attitudes & therefore 

contributes to the goal? 

Simplicity 

How easy to 

understand, straightforward 

& singleminded 

is the insight? 

Fit Brand Strategy 

Does it fit the brand 

positioning, the design 

criteria & the marketing 

strategy? 

Newness 

How new in terms of 

actuality is it? Or how new 

in terms of a surprising 

way of thinking about it?


Barrier 

  

_______________________ 

______________________ 

____________________ 

_______________ 

Need 

  

_______________________ 

______________________ 

____________________ 

_______________ 

Fill the cycles to formulate your insight. 

There can be more than one need or barrier. 

First collect, then link the fitting ones!  



insight (visualised by a post-it point). 

The THREE insights with the most 

points are the most interesting. 

Draft-Insight 1 Draft-Insight 2 Draft-Insight 3 Draft-Insight 4 Draft-Insight 5 

Relevance 

Credibility 



Simplicity 


Newness

INTRODUCTION 

! 

This step is done in collaboration with a 

market research institute. Observations 

tend to be more valid than 

questionnaires or interviews. Why? 

! 5 

There is a huge difference what people 

say they do and what they actually do! 

Especially as they are not conscious of 

all their actions. 

IN-DEPTH OBSERVATION 

PHASE 5

In-depth 

observations 


STEP 2 

Define recruiting criteria 

The criteria result out of your 

target group definition. The card 

shows you an example. 

STEP 4 

Conduct the research 

If possible, participate on the 

observation! This is the only chance 

Develop a research concept 

STEP 1 

Define your research questions 

The insight evaluation grid from the 

previous phase gives you fields of 

possible research questions. 

STEP 3 

Develop the research concept 

This step is done in collaboration with the institute. 

They help you to identify the best research method 

and to prepare the stimulus material. Some 

interesting facts you find on the card. 

to really connect to the customer! ! 

NOTE 

The observation has two goals: 

EVALUATION: At first, the goal is to 

evaluate the Draft-Insights by 

observation. 

! 

EXPLORATION: Secondly, it’s about 

deepening the understanding of the 

people we want to address. 

3 evaluated 

Draft-Insight 

(Research Report) 


! 

WATCH OUT 

To ensure the findings are 

not influenced by the setting 

it is crucial to conduct the 

research in the target 

group’s natural environment. 

TIP/TEMPLATES  

Talk to your end-users 

that brings you the most 

fruitful ideas for later 

development. 

NOTE 

Observing might brings 

up interesting insights 

you haven’t thought 

about! 

SOURCES/HELP 

Use internal research 

expertise or help of the 

research institute to define 

the right methodology. 

! 


The three strongest 

insights presented in a 

testable way 

!

Recruiting participants for observations 

Step 2 

Market research firms have developed large pools of individuals that are segmented by popular 

demographics so it is likely that they have a list of potential participants at their fingertips. But to recruit 

the right people, it is crucial to develop a short recruiting questionnaire (screener) that defines the 

mandatory criteria (see next card). 

! 

As crucial to define what you want, it is to define what you NOT want 

(see back of the card). 

! 

Tip: Over-invite participants to create an “alternate” 

list. Things always come up at the last minute that 

prevent a few folks from attending. 

! 

Recruiting criteria 

Step 2 

Make sure the demographics of the sample 

are representative for those of your target group. 

! 

These are the deep-seated drivers that influence 

behaviour, and that help to explain the reasons 

behind. 

! 

1Demographic 

characteristics 

e.g. age, location, 

gender, income level, 

education level, marital 

or family status, 

occupation, ethnic 

background 

! 

2 Behavioural 


e.g. usage, loyalty, 

occasions, buyer 

readiness stage, user 

status, special 

knowledge or 

experience 

! 

3 Psychografic 


e.g. lifestyle, interests, 

opinions, values, 

attitudes 

! 

The product category experience gives you a sense of: when your 

brand has been used; how often has it been used; why it has been 

used; and has it ever been used. If recruiting for “regular” or „lapsed“ 

users, what is your definition of “regular”, “lapsed” or „non“ users? 

!

Recruiting participants for observations 

Respondents You Don’t Want 

1People without 

product category 

experience 

2 

Consumers who 

3 

work in the industry 

you’re studying 

! 

People who work 

in ad agencies and 

marketing research 

! 

4Professional 

respondents that 

frequently participate 

on researches 

! 

At best, they supply vague opinions, 

which may be irrelevant. But there is an 

exception: Prospects who don’t have 

category experience but are ready to try 

the category are worth observing. 

! 

The characteristics 2, 3 and 4 

define respondents with atypical 

knowledge or experience who are 

not representative of segments of 

interest. 

! 

Recruiting criteria 

Example 

1Demographic 


2Behavioural 


3 

Psychographic 


! 

e.g. very interested in technology

There exists many possible forms of observation 

Step 3 

There are different settings, e.g.: 

Self observation (e.g., video diary) or observation by others (researchers)? 

Situation-based observation or long-term observation? 

Covert observational research, overt observational research or researcher participation? 

And different tools, e.g.: 

Ethnographic 

Interviews 

Video Dairies 

Usage Dairies 

! 

Shopping Process 

Observation 

! 

Eye-tracking 

Benefits of observations as research method 

Step 3 

Observation is a very direct method for collecting data or information 

– perfect for the study of human behaviour. 

! 

The data collected is very accurate in nature and also very reliable because the 

setting is close to reality and authentic. 

! 

There is none or only minimal influence of the behaviour by the observer. 

! 

The social desirability bias gets reduced. Observations circumvent the tendency 

of respondents to answer questions in a manner that will be viewed favourably by 

others therefore the verisimilitude is higher. 

! 

Observations allow the coverage of spontaneous emotional reactions and 

comments 

revelation of unconscious, non-verbalizable aspects. 

! 

Observation allow access to people in real life situations and thus provide an indepth 

understanding.

There exists many possible research settings 

It is very important to define what you 

are actually want to know. It is essential 

to define concrete research questions 

to make the observation efficient. 

! 

Benefits of observations as research method 

! 

Consider the Observer Effect! 

The presence of an observer in some way influences 

the behaviour of those being observed. In order to 

avoid or minimise this, methods of observation 

attempt to be as unobtrusive as possible.

INTRODUCTION 

! 

In this step you use the learning 

from the previous research phase to 

evaluate your draft insights. 

6 

! 

A clear set of evaluation criteria will 

help you to identify the insights 

with the most potential. 

VALIDATE DRAFT INSIGHTS 

PHASE 6

Validate 

Draft Insights 


Evaluate Draft-Insights 

STEP 2 

Use the following questions as guideline 

Does the insight help to meet our objective? 

Can we falsify or verify the draft insight? 

Are just some aspects true, which are wrong? 

How do the aspects have to be weighted? 

What are other influencing variables? 

What are overseen but relevant findings? 

What are opportunities of improvement? 

Choose your winners 

Analyse the research 

STEP 1 

Collect findings 

Write the most interesting findings 

on post-its and pin them on a wall. 

Discuss impact of Draft-Insights 

STEP 3 

Analyse the potential of the insights 

Use again the questions & the grid on the 

attached card to identify the strongest insights. 

STEP 4 

Select the two strongest insights 


2 

validated 

draft insights 

! 

WATCH OUT 

Maybe the research 

reveals complete new 

findings that you can 

built new insights on 

! 

TIP/TEMPLATES 


NOTE 

In this stage there may be 

several insights to bring 

forward to the next 

stages 

SOURCES/HELP 

Your source is the research 

report. Support for 

estimating the insight’s 

potential you can get from 

the institute or MI 

! 


Post-its 

Pens 

!


Step 3 


Relevance 


consumer? 

Credibility 










attitudes &t herefore 


Simplicity 

How easy to 








strategy? 

Newness 




way of thinking about it? 

X 

Step 

X



insight (visualised by a post-it point). 

The TWO insights with the most points 

are the most interesting. 

Insight 1 Insight 2 Insight 3 

Relevance 

Credibility 



Simplicity 


Newness 

X 

Step 

X

INTRODUCTION 

! 

In this phase you formulate your 

final insight. It is the basis for a 

proposition development. The final 

insight should be accurate 

7 

! 

and intuitive thus not only be 

based on rational aspects as it 

should strike an emotional chord 

with the consumer. 

FORMULATE FINAL INSIGHT 

PHASE 7

Formulate 

Final Insight 


STEP 2 

Recap Market Research Learnings 

Summarise the input regarding the 

validity of the two insights. 

STEP 4 

Final Review 

You can use the evaluation grid from 

the previous phase to decide for the 

strongest final insight. 

STEP 1 

Recap draft insights 

Use your two draft insights as a starting point 

for discussion, as you will now have to narrow 

them down and make more specific. 

Formulate the insight 

STEP 3 

Phrase final insight 

Use the barrier and need approach shown at 

the attached card to rephrase the insights 

based on the input from market research 


ONE 

final insight 

! 

WATCH OUT 

Go beyond observations 

An insight has to capture 

cause & effect and explain 

a relation 

! 

TIP/TEMPLATES 

1. How to formulate   

an insight 

2. Evaluation grid from   

previous phase 

NOTE 

Think like a consumer 

and look at the insight 

from their perspective! 

! 

SOURCES/HELP 

Market research 

! 


Pens 

Templates 

!


Step 3 

Barrier 

  

_______________________ 

_______________________ 

____________________  

________________ 

Need 

  

_______________________ 

_______________________ 

____________________  

________________ 

First define the problem:   


Secondly derive the resulting need:   



Step 4 


Relevance 


consumer? 

Credibility 










attitudes &t herefore 


Simplicity 

How easy to 








strategy? 

Newness 




way of thinking about it?


A great example: Schwäbisch Hall 

Barrier 

  

Saving with a building society 

is unsexy and boring. For us 

young people it is not relevant 

as our life is in constant 

change and with possessions 

just come burdens. 

Need 

  

But with my generations 

precarious lifestyle the desire of 

belonging and safety gets even 

bigger. 


! 

Do a final check: Does your insight 

fulfil the following criteria? 

Insight 

Relevance 

Credibility 



Simplicity 


Newness

INTRODUCTION 

! 

This phase is done in a workshop 

session. A concept consists of 

insight, proposition and proof 

points. 

8 

! 

The starting point of every 

concept is the insight. A strong 

insight inspires different 

propositions/concepts. 

CONCEPT DEVELOPMENT 

PHASE 8

Concept 

Development 

Set up a proposition workshop 


STEP 2 

Re-collect needed input 

The input checklist helps to 

gather all necessary information 

from the previous phases. 

STEP 1 

Define the participants and the agenda 

Clear the purpose, outcome and steps of the 

workshop as well as the responsibilities of the 

participants: who has which role in the workshop? 

Execute the proposition workshop 

STEP 3 

Prepare the workshop 

Provide a room, pens, flip-charts, 

etc. 

insights, market situation, etc. STEP 5 

Condense your knowledge in a working session 

STEP 4 

Present each other the relevant information 

Make sure everyone is on the same knowledge 

level regarding the objective, the product, 

Concept development 

STEP 6 

Develop a proposition 

Use the exercises on the cards 

to come up with a proposition. 

Split in groups. Do the proposition canvas or 

Triangle of truth exercise. Share your results with 

the other groups and discuss the findings. 

STEP 7 

Develop, evaluate and choose concepts 

Together with your agency you will develop a 

set of concepts and choose the strongest 

ones for the final research. 

3 

Draft-Concepts 


! 

WATCH OUT 

There is always a lot to 

say, but what helps a good 

concept? A clear story! So 

keep it short and simple! 

! 

TIP/TEMPLATES 

1. Input checklist 

2. Proposition Canvas 

3. Triangle of truth exercise 

4. How to Develop Draft Proposition 

5. Inspiration exercises 

6. Four principles 

7. How to develop a concept 

8. Concept evaluation grid 

NOTE 

Focus on the ONE key 

benefit! The product 

explanation happens at 

the POS. 

SOURCES/HELP 

See input list 

! 


Pens 

Post-its 

!

Input checklist for proposition workshop 

Step 2 

Consumer 

! 

Target group definition according 

to segmentation 

! 

! 

Existing Insight 

Basis of the insights (trend studies,   

research, feedback, sales, etc.) 

Market 

! 

! 

! 

Market development 

Competitor products 

Competitor communication 

Brand 

! 

! 

Current Brand KPIs 

Strength & weaknesses of the 

brand in the context of the design 

criteria / motivator role 

Product 

! 

Overview of current and 

planned product portfolio 

Proposition canvas exercise 

Step 5 

Consumers don’t buy products but solutions 

that help them to do more out of their life or to 

do their „consumer jobs“ better. 

! 

Consumer jobs can be functional (e.g. perform 

or complete a specific task, solve a specific 

problem …), social (e.g. trying to look good, 

gain power or status …), emotional (e.g. 

aesthetics, feel good, security …) or addressing 

basic needs (e.g. communication, sex ...) 

! 

This exercise presents you a systematic way to 

create great propositions that match your 

customer's needs (gains), barriers (pains) and 

jobs-to-be-done to ensure problem-solution fit. 

! 

You start by taking the insight from the previous 

phase and filling out the consumer pains 

(barriers), gains (needs) and jobs. 

! 

PRODUCT 

! 

MARKET 

! 

INSIGHT

Input checklist for proposition workshop 

! 

Consumer 

! 

! 

Target group definition   

according to segmentation 

Existing Insight  

 

Basis of the insights (trend studies,   

research, feedback, sales, etc.) 

Market 

! 

! 

! 

Market development 

Competitor products 

Competitor communication 

Brand 

! 

! 

Current Brand KPIs 

Strength & weaknesses of the 

brand in the context of the design 

criteria / motivator role 

Product 

! 

Overview of current and 

planned product portfolio 

Define responsibilities? 

How provides what? 

Proposition canvas exercise 

! 

Define the offer with the 

concrete product features 

! 

How can we create gains and 

solve pains better than our 

competition? 

! 

Step 1 

Use your insight 

to fill out 

consumer jobs, 

pains & gains 

! 

Step 2 

Describe your 

product/service 

! 

Step 3 

Define how your 

product/service 

is a gain creator 

or pain reliever 

! 

Step 4 

Reflect the market 

conventions and 

disruption 

possibilities 

! 

Step 5 

Link insight, 

product & market 

perspective to 

create a 

proposition 

! 

Pains = barriers 

negative emotions, 

undesired costs 

and situations, and 

risks, etc. 

! 

Gains = Needs 

desires, functional 

utility, social gains, 

positive emotions, 

cost savings, etc. 

! 

Define the benefit: How does 

your product/service create 

value for the consumer? 

! 

Think about a proposition that 

expresses which pains your 

product can solve and which 

gains it can create better than 

the competition.

Triangle of Truth exercise 

Step 5 

This exercise helps you to set the   

cornerstones for positioning finding: 

  

Relevance, Credibility and Differentiation. 

! 

It helps to link our insight from the previous 

phase (Customer Truth), with the emotional 

and rational strengths of the brand (Brand 

Truth) and the market conventions and 

competitor activities (Market truth). 

Conventions & Competition 

Market Truth 

Need & Barrier 

Consumer Truth 

PROPOSITION 

Proposition 

Product-/Brand Strength 

Brand Market Truth 

Develop a Draft-Proposition 


Step 6 

Step 

If you have problems to develop a 

proposition use one of the inspiration 

exercises on the next card. 

Market Truth 

Which proposition connects   

the corners of the triangle? 

_____________________________ 

____________________________ 

__________________________  

_________________________ 

______________________ 

___________________ 

! 

Market 

Brand Truth

Triangle of Truth exercise 

How to do it 

! 

1. Step: Split in groups à 4 people. Draw the triangle on a flipchart 

and write the insight from the previous phase at the 

„Consumer Truth“ Corner. 

! 

2. Step: Collect your ideas for Brand and Market Truths by 

answering the questions in the bubbles. Write your ideas on postits 

and collect them at the respective corners. 

3. Step: Discuss them, develop new 

ones and sort out weak ones. 

! 

4. Step: Pick the Brand Truth and 

Market Convention that relate best 

to the Costumer Truth and phrase a 

statement for both. 

! 

6. Step: Put your statements at the 

corner of the triangle and present 

your findings to the audience. 

Conventions & Competition 

Market Truth 

Need & Barrier 


PROPOSITION 

Proposition 

What are the conventions, the „unwritten laws“ in the 

market? What is everybody talking about? Which of these 

conventions could we potentially break? 

Product-/Brand Strength 

Brand Market Truth 

What does o2 Business have, what the 

other do not have? What are strengths? 

Emotional and rational? 

Develop a Draft-Proposition 


EXAMPLE FROM WORKSHOP 

Market Truth 

Which proposition connects   

the corners of the triangle? 

_____________________________ 

____________________________ 

__________________________  

_________________________ 

______________________ 

___________________ 

! 

Market 

Brand Truth

Inspiration exercises for proposition development 

Step 6 

1Headline  

2 Exercise 

Demo 

Exercise 

You can use one or two 

of the following exercises 

to open your mind for a 

striking proposition. 

Consumer 

3 4 

R.I.P. 

Withdrawal  

Exercise 

Exercise 

Market 

Fill-in-the-blank text for proposition development 

Step 6 

Our product ____________ (product description) 

is for ________________ (target group) 

that are unhappy with ________________ (current alternative/pain) 

that’s why we offer _____________ (Benefit,gain) 

better than ___________ (product alternative) 

because _____________ (Reasons-to-believe)

Inspiration exercises for proposition development 

! 

1Headline  

2 Exercise 

Demo 

Exercise 

End of the year what will be the 

headline about o2 in the press? 

What will have made o2 famous? 

Watch out: only ! new news make 

it into the press. And headlines 

are very short. 

! 

! 

! 

Please write 3 different 

headlines. 

! 

What would be our war cry on a 

demo? What would we do 

differently, what o2 wants to 

Consumer 

! 

For a better… 

! 

Write 3 different ideas. 

change? What would o2 fight for? 

3 4 

R.I.P. 

Withdrawal  

Exercise 

Exercise 

! 

What would stand in O2’s 

obituary? For what would o2 be 

remembered? 

! 

Write 3 obituaries. 

Imagine a life without the o2 

product that you want to define 

the proposition for. What would 

be missing in people’s life? 

! 

Write down 3 ideas. 

Market 

Fill-out-blank text for proposition development 

Example from workshop

How to develop a concept 

Step 6 

1. Start with your INSIGHT from the previous phase 

__________________________________________________________________________________________ 

__________________________________________________________________________________________ 

__________________________________________________________________________________________ 

__________________________________________________________________________________________ 

2. Answer need and barrier with a relevant PROPOSITION 

What is our promise to the customer?________________________________________________________ 

__________________________________________________________________________________________ 

3. Support your proposition by PROOF POINTS 

Which product features pay into the proposition?______________________________________________ 

__________________________________________________________________________________________ 

Market 

4 rules to write a good concept 

Step 6 

1Stay 

2 single-minded 

Address a 

consumer benefit 

3 4 

Tell a 

Keep the consumer   

consistent story 

perspective

How to develop a concept 

(Example of a strong springboard from a o2 case) 

or example from workshop 

4 rules to write a good concept 

1Stay 

2 single-minded 

Address a 

consumer benefit 

If you throw three balls at 

somebody he will catch none. 

So don’t trow three thoughts at 

the consumer but concentrate 

on the ONE key argument. If 

your proposition contains „and“, 

„or“ it is a sign that your 

argumentation is not singleminded. 

! 

! 

! 

The proposition should never be 

the product itself but the 

resulting BENEFIT. This should 

not be just rational but 

emotional: For Dove the benefit 

is not „hydrating“ but the good 

feeling that real beauty is not 

size 0. 

! 

3 4 

Tell a 

Keep the consumer   

consistent story 

perspective 

! 

There should be a red threat 

through the whole concept. It is 

essential that the proposition 

answers the insight: How the 

product overcomes the barrier / 

fulfils the need? 

Don’t slip into marketing slang. 

We want to convince the 

consumer and should speak in 

his language.

Concept evaluation grid Step 7 

Concept 1 Concept 2 Concept 3 

Relevance 

Credibility 



Simplicity 


Newness 

Consistency

Concept evaluation grid

INTRODUCTION 

! 

In this phase the concepts get 

evaluated by a research institute. 

Usually this is done in a focus group 

set-up. Based on the learnings and 

9 

! 

recommendations of the research 

report the concepts are reworked 

and sent to Marketing Planning 

Board for final approval. 

CONCEPT DEVELOPMENT 

PHASE 9

Concept 

Approval 


STEP 2 

Test the concepts in focus groups 

It is always helpful to participate on the 

focus groups and not just rely on the final 

report. This is the chance to get firsthand 

information from the consumers! 

STEP 4 

Re-work the concepts 

Maybe you have to adjust 

parts of the concept. 

Conduct the concept research 

STEP 1 

Write the brief for the research institute 

It is important to clear the questions you want 

to find answers to. See the card for critical 

aspects that have to be defined in the brief. 

Finalise the concepts 

STEP 3 

Discuss the implications of the research 

What did we learn? 

Is the insight true? 

Are the propositions relevant? 

Are the proof points considered credible? 

Are there irritation points? 

Understanding problems? 

Which concepts are the strongest? 

STEP 5 

Get final approval 

1 

final & approved 

concept 


! 

WATCH OUT 

Don’t loose the focus in 

the research. It’s 

important to define the 

questions you want to 

find answers to. 

! 

TIP/TEMPLATES 

1. Tips for concept 

research briefings 

NOTE 

Have a meeting with the 

interviewer before the 

research to clear all 

points 

SOURCES/HELP 

Support you will get from 

the research institute 

! 


Stimulus material for the 

research institute 

! 

Research report 

!

Tips for concept research briefings 

Step 1 

1. Define the objective 

a) Identifying the concept with the highest potential (to create awareness? Or raising disposition to 

buy? Creating a brand image?). 

! 

b) Testing the relevancy of the insights, attractiveness of the offer, credibility of the proposition and 

product proofs, easiness to understand, consistency, etc. 

2. Define the recruiting criteria 

See phase 6 for tips on recruiting the focus group participants. Make sure you have a good mixture 

of people representing the target group. In some cases it can make sense to have group 

differences on purpose: E.g. a younger and an older age average, a user and a non-user group… 

3. Define the research questions 

The research institute will develop a questionnaire with guiding questions that function as a 

common thread for the discussion. Make sure all relevant aspects are included. Also define, which 

questions have priority and which ones are optional. 

X 

Step 

X 

X 

XXXX

Tips for concept research briefings 

Step 1 

Contacts of research institutes 

X 

Step 

X 

X 

XXXX

GLOSSARY 

Anything unclear? Not sure, what was again the difference between a „finding“ and a „learning“? Or 

having an argument about what is an insight? This glossary will help! 

Barriers are what keeps the consumer from our desired behaviour or attitude. Barriers can have different 

forms such as problems, trade-offs, hurdles, fears or perceived “costs”. 

! 

Behavioural aspects describe the purchase and usage behaviour e.g. purchase occasions, degree of 

loyalty, decision making process, relation to a product. However, this approach does not really consider 

why consumers buy the product, their needs or barriers. Therefore they need to be combined with 

psychographic aspects. 

! 

Concept consists of an insight, the derived proposition and the underlying proof points (the concrete 

product or service features). Concepts are also called “springboards” and they are the basis of 

inspiration and guiding direction for the creative work. 

! 

Demographic aspects are socioeconomic characteristics of a target group, such as 

age, sex, education level, income level, marital status, household size, etc. They are the quantifiable 

statistics and often combined to define a demographic profile. However, segmentation based on 

demographic aspects can only offer limited understanding about the consumers themselves: It is based 

on an assumption that consumers in the same demographic group would have similar needs, which is 

not very likely. Also e.g. a thirty year old and a sixty year old can have the same desires/motivations. 

! 

Draft-Insight is a presumable first insight that can be validated in scientific research. To come up with a 

Draft-Insight you reflect your learnings: You start with establishing the barrier and then derive the 

resulting need. The Draft-Insight is phrased from consumer perspective, it is written in consumer 

language, NOT marketing slang. 

! 

Findings are researchable, factual information such as interesting figures, statistics, trend reports, infographics. 

Findings are countless, that’s why it is important to stay goal-related! 

! 

Insights are the most misunderstood concept in communication strategy. An insight is a revelation 

about a fundamental consumer truth: The most relevant and differentiating barrier (a problem or fear) 

and the resulting need (motivation, or desire). Three things are essential: First it gets always developed 

from consumer perspective, NOT product perspective. Second, it has to discover the “WHY” that 

means explaining behaviour or attitudes, and going beyond a product description, a statistic or a pure 

observation. Third it unlocks a certain “Aha Effect” as great insight are not just surprisingly new but 

surprisingly simple. They are the things that other people think of, and you immediately wish you had, 

but never though of it like that. 

! 

Learnings are conclusions derived from your findings. A learning positively or negatively links the single 

facts, figures, etc. and interprets them. Learnings can have various forms such as correlations, 

influences, contradictions, shifts, developments or dilemmas.

Needs are what customers intend to solve with the purchase of a product or service. But let’s start with 

what customer needs are not: A customer need is neither a product feature nor a statement that 

describes how to make products easier to purchase, set up or install. Customers don’t buy products 

to set them up. So a need is NOT a solution. A need is a consumer’s desire for a product category’s 

specific benefit on a functional or emotional level. The stronger needs are emotional, because 

functional benefits are easily copied or outflanked. 

! 

Observation is an extensive array of various research methods used with the intention of 

observing consumers in their natural surroundings. The main advantage to conducting observational 

research is that the consumer don’t feel monitored allowing the researcher to make 

an objective analysis. 

! 

One-size-fits-all describes a generic message or proposition that tries to address all segments at once 

and sacrifices relevance for the target group (and with this impact) as a result. 

! 

Proposition is a statement that summarises why a consumer should buy a product or use a service. 

This statement should convince a potential consumer that one particular product or service adds more 

value or better solves a problem than other similar offerings. The proposition has to be relevant 

(answer a consumer insight), differentiation (break with market conventions), and credible (derive from 

product or brand strength). 

! 

Psychographic aspects are attitudes, values, opinions, drivers, motivations, problems, lifestyles, etc. 

They give a much better understanding into the consumer as a person, which more likely lead to the 

identification of underlying needs and motives. As a result, psychographic segmentation creates more 

valid and responsive segments and subsequent marketing actions. 

! 

Target group is a specific group of consumers deducted from the segmentation, but never all segments! 

Ask yourself “Whom we want to address?” and resist the temptation to be too general in the hopes of 

getting a larger slice of the market. That's like firing 10 bullets in random directions instead of aiming 

just one at dead centre - expensive and dangerous. Because if you try to serve all segments at once 

you end up in interchangeable messages/propositions that are relevant for nobody anymore. 

! 

***

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