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Unformatted text preview: 3. Develop a look 4. Think on paper first. Consumer behaviorist must be objective We can become more sensitive to others by learning to observe ourselves as consumers first. The difference between primary and secondary research. What is the 80/20 Rule? 20% of your customers make up 80% of the sales. Insight: Unique combinations of information that give meaning to the marketplace Eureka Example on page54. They found out that people enjoy the dirt being sucked up in the nozzle. Found out that, brand insight, a carpet can hold 5X its weight in dirt. The sweet spot for Eureka Vacuums was that Eureka gets the hidden dirt! Data===Information===Insight===Inspiration DATA: Raw stuff. Every bit and piece about your brand. Piles up to large stacks of info. INFORMATION: Analyze/ Create usable or simple information. INSIGHT: Hypothesis INSPIRATION: Action...
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- Spring '08
- real world, te advertising, Eureka Vacuums, fake names, writ ing.