Strategy

Toolkit Module 5
Generating insight

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 2

Module 5: In this module you

will learn about:
The purpose of this section of the Strategy Toolkit is
to provide a grounding in the tools and techniques a
Generating 1. What is
strategist can use to find consumer insights that will
be relevant to the brand challenge.
insight ‘insight’?

2. Research
techniques

3. Identifying
target audiences

4. Understanding
core audiences

5. Case studies

6. Takeaways
and next steps
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 3
INSIGHT

1. What is ‘insight’?
'Insights' can be an obsession for strategists. They are seen as the
bedrock of smart communications, the 'nuggets' that guide creative
work. They can be hard to define, but there's a feeling that, like
creativity, 'you know it when you see it'.
So, this module starts with a very simple question – what is ‘insight’?
And, just as important, what type of insight is useful when developing a
marketing or communications strategy?

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 4

Creating inspirational
insights
Reading 5.1.1:
Why is a good insight like a refrigerator,
Jeremy Bullimore, Market Leader, 2005

There are two very different accuracy of that insight but at

types least as much on
of insight possible: low-potency the potency of its expression.
and high-potency. A high-
potency insight is one which • The origins of an insight are
expresses a truth in inspirational usually found in numbers.
language that captures the That's how we know an insight
imagination of the audience – for is more than an airy whim;
example, Levitt's famous that's how we know it has
"People don't want quarter-inch substance: it can be tested
drills. They want quarter-inch and replicated.
holes." In contrast, a low-
potency insight smothers the • Giving high potency to an
truth in complex, boring jargon. insight is an intensely creative
act. It demands an
Key takeaways understanding of what is
already in the receiver's mind
• The value and utility of an and, just as importantly, what
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insight are dependent not only is not already in the receiver's
on the originality and mind.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 5
INSIGHT

Linking insight and The gap model

Looking for consonance or dissonance (matches or gaps)

business strategy
between the brand, people and culture

Reading 5.1.2: Insights – it ain't

what you do, it's how you think, Wendy Gordon
and Nitasha Kapoor, ESOMAR, 2007

There are many different

definitions of 'insight' and, even • The idea that insight and
worse, an assumption that the business strategy are linked is
word will mean the same to one important and helps to
individual as it will to the next. differentiate between insights
that are merely interesting
This paper aims to cut through (especially to the individual
the confusion showing that who has observed them) and
insight is an extremely valuable those that lead to a more
concept and one that should not fundamental change of
be debased by sloppy thinking thinking ('strategic actions'
or methodological over-claim. and 'opportunities for
Instead, a simple model of growth’).
thinking can be used to ensure
that the outcome of a project or • Lack of certainty and fear of
process has a powerful influence risk are barriers that make it
and is highly valued by the end almost impossible to generate
users. powerful insights that can SOURCE: Insights – it ain't what you do, it's how you think, Wendy Gordon
change a course of action for and Nitasha Kapoor, 2007
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a brand or business.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 6

The application
of insight
Reading 5.1.3:
How to deliver consumer insight,
Merry Baskin, WARC Best Practice, 2016

This article suggests that the

primary purpose of an insight is • A data gap analysis and study
that it is actionable – or else it is of existing research and online
just a curious factoid or a bit of resources may or may not lead
relevant data. It is
a fresh and thought-provoking to the commissioning of further
perception (e.g. about the research – simple informal
consumer, category or brand) observation could be enough –
that can be applied, for example, aimed at unearthing the
to improve a business solution, emotional heart of the issue
challenge a marketing strategy in hand.
or stimulate
a different communication idea. • Tools such as ‘laddering’ and
applying different ‘lenses’ can
Key takeaways be used to sift data for relevant
nuggets and patterns
• The crucial question in identified.
insight mining is 'why?’
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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 7
INSIGHT

How to be insightful The STEP Prism of Insight

Reading 5.1.4: How to be insightful, Sam

Knowles, WARC Best Practice, 2020

This article provides a clear certainty. It helps us

framework and a structure for understand and think about
generating insight to increase the an issue differently, more
likelihood of producing genuine, completely, with more insight.
useful insights – the STEP Prism of It tells us what the data means.
Insight. STEP is an acronym for
the four steps in the process: • Those brands that recover and
thrive in the wake of the
• Sweat: the research phase; pandemic and prioritise
• Timeout: the thinking phase; diversity in all its forms – are
• Eureka: the enlightenment those that can fast-track
phase; innovation and show they
• Prove: the testing phase. are truly insightful.

Key takeaways

• Insight is a nugget of data-

driven, evidence-based

SOURCE: How to be insightful, Sam Knowles, 2020

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 8
INSIGHT

2. Research techniques
'Insight' is broader than 'consumer insight’, but for many strategists insight
generation starts in consumer research. So here you will find some of the
basic principles of researching consumers and extracting the signal from
the noise.

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 9
INSIGHT

Using focus groups

Reading 5.2.1: Observing groups, Merry Baskin,
WARC Best Practice, 2010

Poor focus group technique has • Focus groups are also

undermined the usefulness of a inhibited by the presence of
potentially valuable research shadowy people behind a
tool – particularly abuses of two- mirror.
way mirrors. This best practice
piece gives some valuable tips • There are huge benefits for
on how clients in seeing and hearing
to make the most of researching what their customers say and
groups. do first-hand, but they should
not disrupt the group by
Key takeaways sending in notes or treat it as
a sort of entertainment.
• Focus groups do not behave
'naturally'; they must be
moderated and interpreted by
trained professionals, not
taken literally.

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2020. All rights reserved.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 10

Using ethnography
Reading 5.2.2: Know thy customer, Sharon M.
Goldman,
ANA Magazine, 2018

Ethnography is the systematic • Build a culture of empathy

study of people and cultures. It that involves everyone getting
is designed to explore cultural to know consumers face to
phenomena where the face.
researcher observes society
from the point of view of the • Start small, with one or two
subject of the study. This article customers, and expand
describes how empathy and from there.
listening are key to successful
ethnography. Ethnography can • Listen more and talk less as
help counter marketer ‘me- the best learning can often
search’ – listening to your own come unprompted.
biases and opinions rather than
getting to know the consumer
deeply.

Key takeaways

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 11
INSIGHT

Using social media Relationship between brand penetration,

loyalty and quality of experience

Reading 5.2.3:
How to gain insight from social listening,
Will McInnes, WARC Best Practice, 2017

Social listening is the process of

gathering data from audience insights team can mean the
conversations across social difference between seeing data
media platforms in real time and and acting upon a poignant
processing them into structured insight.
insights. The key is transforming
social data into social Key takeaways
intelligence – not just monitoring
and gathering information but • The foundation for good social
also comprehending it and media research starts with
acting upon it. This requires an clear objectives and asking
open approach that moves the right questions.
beyond vanity social metrics to
discover insights that can • A structured approach to data
recommend action. collection, analysis, output
and response can be
Approaching social data openly beneficial for answering
and having a business objective- defined, objective questions.
driven next step outlined by the © Copyright WARC 2020. All rights reserved.
consumer
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 12
INSIGHT

Using online research Benefits of a human and digital approach

communities
Reading 5.2.4:
Human Plus Digital Equals Agile and Accurat
e: How holistic communities can provide de
pth, rigour and quality to impatient stakeho
lders
,
Philip Morrison and Alex Johnston, ESOMAR, 2018
An online community is a
qualitative research community. Key takeaways
Research communities come in
two varieties: short-term and • It is a mixed methodology
long-term. This article introduces approach that uses online qual,
holistic online communities, online quant, usage data and
which can deliver insights that physical, offline research when
are fast, cheap and accurate. required.
Speed comes from having the
community on tap and accuracy • Key is a mindset focused on
from the diverse range of delivering the answers the
research approaches employed, client needs rather than being
whether technology or human- wedded to particular methods
driven. or research plans and
embracing out-of-the-ordinary SOURCE:
Human Plus Digital Equals Agile and Accurate: How holistic communities can pro
research methods if required. vide depth, rigour and quality to impatient stakeholders
© Copyright WARC 2021. All rights reserved. © Copyright WARC 2020. All rights reserved.
, Philip Morrison and Alex Johnston, 2018
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 13

Using neuroscience
Reading 5.2.5:
How neuroscience is advancing consumer insigh
ts
, Thom Noble, Admap, 2017

This article looks at how Key takeaways

neuroscience can now
accurately and cost-effectively • Neurotechniques provides a
predict consumer intentions by means for going underneath
using the rationalisation seen in
low-cost biometric (biological or traditional research.
physical response) and
psychometric (psychological or • Implicit Response Testing is
implicit response) tools. fast emerging as the
Technology advances have neurotechnique of choice for
created online implicit testing marketers, as it can be both
techniques which are more more cost effective than more
scalable, affordable and faster to hard-core techniques like fMRI
report, and enable test materials and EEG, and more accurate
to be presented in a more lifelike than tests that do not bypass
way. subjects' rational filters.

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 14

3. Identifying target
audiences
Finding the 'right' consumers for a brand and its communications is a key
skill.
This section looks at approaches to segmentation, and asks what role 'big
data’
can now play in this area.

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 15
INSIGHT

Making segmentation Reverse segmentation

A segment-building approach finding the

work segmentation target and digital target

Reading 5.3.1:
The WARC Guide to Making Segmentation
Work
, WARC Best Practice, 2020

Segmentation is a marketing
tool that is used to identify • A reverse segmentation
meaningful subgroups of approach starts by targeting
existing and potential customers all potential customers and
who are clustered around generates segments based on
common, identifiable traits. The the response.
rise of AI and machine learning
creates new opportunities to • Should still combine the top-
identify meaningful target down approach – such as
audiences. developing personas – with
the bottom-up data analysis.
Key takeaways

• Brands can build on signals in

data to find segments and
then build lookalike audiences.

SOURCE:
No consumer left behind: Targeting all prospects with reverse segmentatio
© Copyright WARC 2021. All rights reserved. n © Copyright WARC 2021. All rights reserved.

, Lance Porigow, 2020

 WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 16

Segmentation in
practice
Reading 5.3.2:
How to use segmentation effectively,
Merry Baskin & Laurie Young, WARC Best Practice,
2016

A crucial part of any strategy is based, rather than built for the
targeting – who do we want to convenience of internal
do what? This detailed paper management.
reviews the uses of
segmentation in practice and • Segmentation should shape
provides a best practice more than just marketing. If
perspective on how to ensure the marketing department
that the segmentation is adopts
properly applied to strategic a sophisticated segmentation
thinking. strategy that the rest of the
organisation ignores, then
Key takeaways serious damage can be done.

• Methods of categorising
customers should be market-

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2021.
reserved.
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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 17

A brief timeline of customer insight

From functional to emotional loyalty Mapping from
new data sources
Reading 5.3.3:
Mapping passions with postcodes
to identify lookalike audiences, Edwina Dunn,
WARC Exclusive, 2020
New Big Data sources such as • Using big data to explore what
transactional, location, search people love based on the time
and social sentiment are they spend following ‘stars’ on
enabling new customer insights social media, has led to
and segmentation opportunities. consumer classification into
Going beyond behavioural 350 different and distinct
insight about what people do tribes.
and buy, these data sources can
uncover passions and mindsets • Layering these on top of
which predict behaviour, postcodes and social profiles
enabling marketers to define of an anonymous panel of 3.6
people by what they love. million people has facilitated
an understanding of how
Key takeaways these tribes are spread
regionally and opens up new
• People signal their beliefs and possibilities when it comes to
motivations by the joining the offline world of
SOURCE: Starcount Insights Ltd communities they choose to geography and retail with the
be part of on social platforms. online world of e-commerce
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through people’s passions.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 18
INSIGHT

The impact of COVID-

19
Reading 5.3.4: Audience selection and clarity
in targeting, Peter White and Jamie Irving,
WARC Opinion, 2020

Prudent audience identification Key takeaways

along with a shrewd and creative
application of targeting • Typically, audiences and
strategies have always been targeting approaches are
critical component parts of any shaped by identity, needs and
marketing plan, improving both contextual variables.
the effectiveness and efficiency
of media investment. • The COVID-19 crisis is having
a profound impact on all three
Getting it right can significantly at differing rates.
impact performance of activities,
particularly as the opportunity to • Systematically assess your
precisely target has grown in current approach to audiences
recent years. The emergence of and targeting to understand
COVID-19, however, means whether it’s designed for a
audience segmentation and transformed consumer
targeting approaches may need landscape.
to be reassessed.
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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 19

4. Understanding
core audiences
This section looks at a number of pieces that focus on typical core
consumer groups a strategist might be interested in, including youth,
seniors and families. There are also best practices for ensuring
inclusive communications for multicultural and LGBT audiences
among other groups. These papers give some idea of the key trends
within each cohort, and important things to consider when
researching them.

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 20

Consumers’
universal needs
Reading 5.4.1:
A journey to the centre of the earth.
An understanding of consumers' universal need
s
,
Based on Nic Hall,ofESOMAR,
a review academic 2004 and powerful relationships.
literature, on workshops in 13
countries and 2,000 consumer • By connecting categories and
interviews, this paper identifies brands with needs we
15 universal needs – things like understand what motivates a
wellbeing, security, belonging, category and why people buy
freedom – that lie at the root of brands – this can inform brand
what audiences want and brands planning, strategy,
can offer, and that are communications and the NPD
applicable across the whole process.
world.

Key takeaways

• Marketing programmes which

address core consumer needs
help create loyal customers

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 21

Authentic and Nissan communicated a non-alienating,

respectful portrayal progressive gender message

Reading 5.4.2: Unstereotyped

: How brands can get their gender strateg
y right
, Duncan Southgate,
WARC Best Practice, 2019
This article suggests that brands • Media targeting should evolve,
that want to get gender right especially to improve online
need to start consciously relevance among women, and
addressing gender issues, and aim for more conversation and
“designing to the edges,” as less invasion.
serving the needs of extreme
users at both ends of the • Creative development needs
spectrum will ultimately result in to ensure authentic and
a better solution for everyone. respectful portrayals of both
genders, Nissan Saudi Arabia’s 2018 #SheDrives campaign
Key takeaways while accounting for cultural
exhibited socio-cultural sensitivity, while sending a
sensitivities around the world.
• Within brand strategy, move message of leadership and support for the
beyond historical stereotypes normalisation of female driving in a country where it
and target both women and has just been legalised.
men.

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 22

Reaching young
consumers
Reading 5.4.3: How brands can effectively
engage young consumers, Joeri Van den Bergh,
WARC Best Practice, 2018

This paper discusses key

characteristics that can help • Participation, co-creation and
marketers bond with the up-and- self-expression are important
coming consumer generations. and so is tapping into their
entrepreneurial spirit.
Key takeaways
• They want a better society
• Cater to short attention spans and strive for social equality
with multi-screen and as most have been exposed to
snackable content. conversations about race,
gender and sexual orientation,
• They are used to immediacy, which means equality is non-
so making their lives easier negotiable.
through life hacks and
tutorials is a good way to
connect.

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 23

Marketing to
older consumers
Reading 5.4.4:
How to market effectively to the 50+ consume
r
, Mark Beasley, WARC Best Practice, 2016
The over-50s are an increasingly
large, increasingly wealthy people are preferred to
cohort in many societies around glamorous models.
the world – yet they have been
under-served by marketers • To understand the purchasing
desperate to appeal to the power of the over-50s
young. This paper explains how consumer, marketers are
marketers can best adapt their advised to look at wealth and
strategies to appeal to the 50+ expenditure, which increase
consumer. with age, rather than income,
which tends to decline from
Key takeaways the age of 50.

• Most over-50s refuse to • All aspects of the extended

conform to outmoded marketing mix should be
assumptions about age and reviewed and amended to
ageing and they do not wish make purchasing easy for this
to be defined or targeted by demographic, including
age; realistic portrayals of product design, packaging and © Copyright WARC 2021. All rights reserved.

older price.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 24

Baby boomers
changing online habits
Reading 5.4.5:
How to better reach and resonate with baby b
oomers online
, Sarah Dawley, WARC Best Practice, 2021

The COVID-19 pandemic

prompted older generations to Key takeaways
adopt many digital tools and
services, from online shopping • Look beyond demographics.
and socialising to banking and Instead of targeting by age
virtual doctor’s appointments. alone, target by passions and
These new habits present hobbies.
marketers with numerous
opportunities, but only if they • Tap search and social. Search
look beyond outdated is especially popular with baby
assumptions regarding these boomers.
shoppers.
• Bolster trust with online
This report highlights marketers’ reviews. User reviews left on
need to diversify how they digital sites are especially
target and reach increasingly influential on older shoppers.
digitally savvy baby boomers.

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 25

Culturally inclusive
approaches
Reading 5.4.6: How to market effectively
in a multicultural nation, David Burgos,
WARC Best Practice, 2016

This article provides advice on beliefs, values, customs or

marketing in ethnically diverse ways of life.
geographies. It refers to the
United States, where roughly • Marketers need to improve
40% of the population is non- their ‘listening’ skills to better
white, and focuses specifically understand how the needs of
on the four major demographics: different consumer segments
non-Hispanic Whites, Hispanics, may be different – or not.
African-Americans and Asian-
Americans. However, the • Successful marketing
principles could apply to other strategies often include both
multicultural geographies. culturally targeted and
culturally inclusive
Key takeaways approaches.

• Culture refers to any group of

people that share similar

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 26

Marketing in the Black

Lives Matter era
Reading 5.4.7:
The WARC Guide to brand activism in the Black
Lives Matter era
, WARC, 2020

Marketers can no longer default • Identify internal bias and

to white culture as ‘pop culture,’ erase it. Bias is often hidden,
and simply repurpose white but frameworks, tools – and
briefs – they need to seek honesty – can help root it out.
nuanced insights that truly
connect with non-white • Determine whether you have
communities. As part of their permission to engage with a
internal work, marketers and culture of diverse audiences.
agencies need to create teams Brands need to assess
that reflect the society they whether they can provide
create messaging for. empathy, earnestness and
empowerment in engaging
Key takeaways with minority communities.

• The US is moving toward a • Ads that reflect diversity work.

majority-minority culture. Non- They’re more likely to get
US marketers should not viewers’ attention and be
ignore the call for better remembered.
© Copyright WARC 2021. All rights reserved. representation in many
markets.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 27

Generation Alpha
Reading 5.4.8:
Strategic insights into Gen Alpha from Beano.c
om
, Sam Peña-Taylor, WARC Exclusive, 2018

This article summarises research decisions.

by the British kids’ comic turned • Remember they are still

multimedia content company, children and will see the world
The Beano, into Generation through that lens.
Alpha: the cohort of kids aged
12 and under. They have grown • Help them discover and curate
up in a world where digital is the the media content they want.
norm. In a digital sense they are •
considered sophisticated but • Help them fit in as well as
difficult to know and understand. build their own identity.

Key takeaways • Create a safe space.

• Recognise the child’s role in

the family as they have some
influence over family purchase

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 28

Family marketing
Reading 5.4.9:
How to create a ‘family marketing’ strategy,
Anna Hamill, WARC Event Reports, 2018

Traditional views of parenthood belonging. Brands can benefit

and families are changing by enabling family
globally. Family structures are togetherness and promoting
changing due to factors such as the well-being of that unit.
delayed childbirth, more women
working, more single-parent and • Brands can encourage family
same-sex parent families and time through intergenerational
the altering role of men in family sharing – opportunities for
life. At the same time, the several age groups within a
internet is giving parents, carers family to engage with each
and families access to a vast other can evoke a true feeling
array of information and shared of togetherness.
experiences.
• Using ‘play’ as a motivator is a
Key takeaways great way to engage the
whole family and help them
• Family is about fun, create enduring memories.
togetherness, well-being, and

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 29

Marketing to
LGBT audiences
Reading 5.4.10:
How to market effectively to LGBT audiences,
Jenn T. Grace, WARC Best Practice, 2016

The LGBT community, relative and tailor targeted messaging

to population size, has accordingly to avoid
disproportionate purchasing alienation.
power compared to other
minority groups, in part due to • Subtle, inclusive marketing in
the prevalence of Double the mainstream can be more
Income, No Kids (DINK) effective than specifically
households. Purchase decisions LGBT-targeted efforts.
are strongly influenced by
positive actions for the LGBT • Authenticity and transparency
community, are also key to success.

Key takeaways

• Brands should recognise that

there is considerable diversity
within the LGBT community

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 30
INSIGHT

5. Case studies
See how the insight generation process worked and powerful insights were
used in award-winning case studies from Clorox, the British Army, IKEA,
Coca-Cola, Foster's, Hovis and Channel 4.

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 31
INSIGHT

Using a ‘high potency’

insight
Case study 5.1: Clorox: Clean is the Beginning –
Clorox with Ketchum, Ketchum, SABRE Awards, 2019

This case study is an example of highlight how a clean space

a ‘high potency’ insight affects people both emotionally
expressed in an inspirational and physically.
way – in this case Key Takeaways
via a biometric video.
• The innovative research paved
Cleaning products company the way for an overarching
Clorox had found in research brand marketing platform
that positive emotions like which positioned cleaning as
happiness and productivity are just the beginning.
more likely to increase from
cleaning, while negative • Since the campaign launch,
emotions are more likely to Clorox has seen a 1.5
decrease in clean spaces. percentage point increase in
Through biometric technology, it household penetration of
developed Clorox-branded products,
a video that secretly filmed real reaching 713 million
people's emotions reacting to a consumers.
dirty room and a clean room to
© Copyright WARC 2021. All rights reserved.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 32

Challenging
stereotypes
Case study 5.2:
Capita for the British Army: Who dares wins – A
n unexpected approach to army recruitment
,
Karmarama,
This case Account Planning Group (UK) awards,
study for army
recruitment
2019in the UK • Through an understanding of
demonstrates how combining an life outside of the Army, the
enduring truth about the brand strategy unlocked a powerful
with a modern insight about new relevance for the Army
British society, led to a fresh today.
strategic approach which
delivered results. • Challenging stereotypes
triggered a global media
The target audience was under debate, with a PR reach of 4.8
attack from a media which billion in the first week alone.
labelled them lazy, tech-
obsessed snowflakes. In • After a month, once the dust
response, the Army took to their of the media battle had
defence by showing that where settled, applications were up
people saw stereotypes, the 71% versus
Army saw potential. the previous year.

Key Takeaways
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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 33
INSIGHT

How to create a better everyday life for

Wonderful everyday many
insights In six steps

Case study 5.3:

IKEA: The Wonderful Everyday – Six years and co
unting
, Mother London/Vizeum, Account Planning Group (UK)
awards,
This case study 2019
shows how IKEA, into buyable audience segments
as part of its The Wonderful enabling the brand to target
Everyday campaign, used a them directly with design
needs-based segmentation to solutions to meet their needs.
create different audiences for
tailored creative to substantiate • The strategy encouraged
the promise of a better everyday those distant from the brand
life through home furnishings. and category to visit stores
more often and purchase
The IKEA Home Visits across a broader range of
programme, where designers categories.
observe everyday problems
inside people's homes, • Contributed to incremental
uncovered insights for revenue of £800+ million over
personalised content. These six years.
insights were then translated
SOURCE: Vizeum

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WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 34

Mispronunciation of ‘Head &

Understanding the
Shoulders’ had been a barrier to
sales in Indonesia
local context
Case study 5.4: Head & Shoulders: Say it Proud,
MediaCom Indonesia, WARC Media Awards, 2020

Haircare brand Head & problem in smaller shops,

Shoulders ran a TV, digital and where they were too
radio campaign based on embarrassed to ask for it.
popular mispronunciations of its
name, gaining sales and market • It created a TV, digital and
share in Indonesia. Head & radio campaign based on
Shoulders is a leading anti- popular mispronunciations of
dandruff shampoo, globally, but the brand by Indonesians and
in Indonesia, it was a challenger more than 300 versions of
to Clear, which sold 55% more shampoo packs carrying
Campaign Video: Head & Shoulders Indonesia product, and it did not perform different versions of the name.
well in smaller retail outlets.
• Sales grew by 20% and Head
• Consumer research revealed & Shoulders replaced 30-year
that the brand's biggest market leader Clear as the
barrier was that Indonesians number-one shampoo in the
found its name difficult to anti-dandruff category.
pronounce and this was a
© Copyright WARC 2021. All rights reserved.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING 35
INSIGHT

Leveraging a culturally Insert image/ data

relevant insight
Case study 5.5: Singtel: Only true fans get it
BBH Asia Pacific, WARC Prize for Asian Strategy, 2020)

This case study demonstrates simply playing with them, the

how a nuanced audience insight provider positioned itself as the
resulted in an unconventional natural choice for true fans.
campaign with a bold execution. • As a result, its streaming
Telco Singtel needed to win over service saw a 660% increase
local football fans to increase in sign-ups year on year, while
take-up of its services in pay TV sign-ups remained
Singapore. Recognising that true stable in a declining category.
fans in Singapore are defined
not by patriotism but by deep • Done with the right intent,
football expertise, Singtel tact and planning, this
leveraged this, not by praising campaign is proof that brands
them but by trolling them. By and advertisers can use the
deliberately making mistakes power of negative reactions to
that spurred fans to post angry drive positive brand
comments on social media, perceptions.
before later realising Singtel was
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 36

6. Takeaways and next

steps
Advice on embedding the ideas in this section into your everyday role.
 37

Takeaways
There are two types of Marketers have access to Traditional segmentation
insight: more research techniques approaches such as
low-potency and high- than ever before. Most demographics or life-stages
potency. High-potency panels take place online, are being supplemented by
insights express social media has become a techniques such as culture-
the idea in inspirational useful research tool, and mapping and values-based
language and can be the neuroscientific techniques segmentation. The goal is to
spark for great are gaining traction. None of gain better models of
communications or other these techniques is perfect, consumer behaviour and
marketing activity. but neither are traditional better ways to identify
techniques. target consumers.'Big data'
can be a powerful tool for
targeting and improvements
to customer experience. It
will not replace the need for
creativity and innovation.
WARC STRATEGY TOOLKIT: MODULE 5 – GENERATING INSIGHT 38

Next steps: Generating

Review your approach questions to guide you:
Consider what steps your
department can take to improve • What data sources are now

insight its use of research, and to

generate insight from that
available to strategists?

research. Ask a researcher for • What can they tell us that

their views on common mistakes traditional research cannot?
made during the research Are there things they can't tell
Here are some Test the thinking process. us?
ways to embed
the ideas in this Review the case studies in Revisit a segmentation study • How important is the
section 5 and ask where the you have used for a brand – if interpretation of data or
section into your insights they uncovered rank you are lucky enough to have research?
everyday role. on the one. Is it out of date? What is it
telling you? Would a technique • What is the purpose of an
high-potency/low-potency such as culture mapping help? insight in the strategy process
classification. – what is it there to do, and
Develop your point of view who should it inspire?
List some insights about the Develop a short slide deck
brand you work on – insights crystallising your thinking on the If you are doing this section as
about its category, its following question: "Is consumer part of a group, present your
research redundant in an age of slides to each other and debate
consumers, the brand itself, big data?” the question.
the competition etc.
Interrogate them – are they
really insights or just Consider the following
observations? Think about
what you might need to do to
develop high-potency
insights.
WARC STRATEGY TOOLKIT 39

Congratulati
ons!
You have
now
completed

Module 5: Module 6 Module 1 Module 3

Building a campaign How marketing works Analysing the brand
Generating in
sight
Module 7 Module 2 Module 4
Evaluating success The role of the strategis Consumer behaviour
t
WARC STRATEGY TOOLKIT 40

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