Welcome to the world of Insights!

PHAM NHAT MINH

THE JOURNEY 1. GET TO KNOW YOU
TODAY
2. GET TO KNOW ME
3. GET TO KNOW INSIGHTS
4. GET TO KNOW THE CHALLENGE
Get to know me!

Pham Nhat Minh

• Head of Consumer & Market Insights at Nestle Vietnam
• Experienced in different FMCG categories
(Homecare/Personal Care. Food, Dairy and Beverage)

OUTSIDE WORK
 MY CAREER JOURNEY STARTS AND CENTERS AROUND INSIGHTS!

2013 as the third-year student • 2021: Head of Consumer & Market

Insights
• 2019: Senior Manager of Consumer &
Market Insights
• 2018: Manager of Consumer & Market
Insights
• 2018: SEA Regional Lead of Homecare
CMI
• 2017: Vietnam Lead of Analytics Pillar
• 2015-2016: CMI Homecare -
Management Trainee program
• 2014: CMI Intern
MY EXPECTATION FOR YOU!

IT’s FOR YOU!

LEARN AS MUCH AS YOU CAN!

BE PRESENT & INTERACTIVE

ONE OF THE FIRST STEPS FOR YOUR

FUTURE JOURNEY!
GET TO What is CONSUMER INSIGHT?
KNOW ▪
▪
What is Consumer Insight?
Insights is not Observation
INSIGHTS ▪ What is good Insights?

From INSIGHT to BUSINESS

ACTION:
▪ Application of Insights

HOW to DEEPLY CONNECT with

Consumers to unlock INSIGHT?
▪ What is Qualitative & how can it help extract Insight?
▪ Different types of Qualitative methodologies?
▪ How to connect with consumers?
Consumer insight is…

A deep truth…
…Relevant to your target and your brand
…That strikes a chord with your core target
…Which leads to a competitively differentiated
idea, powerful enough to change behaviors.
What do you think about a seasoning product?

It’s
…such as Fish sauce, Soy Sauce, Bouillon
…a Taste enhancer
… for cooking
…used by women in the kitchen!
NESCAFÉ Gold
For the Moments that matter

In life you meet various people from

various occasions.
Some of them stay, some of them leave
and some others are empty shadows on
the wall that just pass.
Despite that, hope is not yet lost because
it is never too late to show the very few
special people in our lives how special
they are to us, even though
responsibilities and everyday problems
can distract us.
Life is made up of moments and Nescafe
Gold is here to make them memorable.
INSIGHT is NOT an OBSERVATION

a remark, statement, or comment

based on something one has seen,
heard, or noticed.
INSIGHT is NOT an OBSERVATION

Observations can be stated as fact

Insights, by contrast, naturally lead you

to action. Insights help us understand
why the facts matter.

Example:

Observation:- Smartphone users check Facebook an

average of 14 times per day.

Insight:- People have a fear of missing out or being out

of the loop. Hence, they want frequent “updates” on
things in social media, evidenced by 14 times of
checking Facebook per day.
 CORE INSIGHT ASSESSMENT : THE 4Rs ASSESSOR

4Rs Test

• A deep truth …
REALITY

• Relevant to your target and your brand …

RELEVANT

• That strikes a chord with your core target …

RESONATES

• Which leads to a competitively differentiated idea, powerful enough to change behaviour …

REACTION
 INSIGHTS LEADS TO COMPETITIVE ADVANTAGE

WOMAN IN THE KITCHEN

+
FOOD SHOOT

+
HAPPY FAMILY
 Final tips…

Working on a Customer
Insight is like removing the
layers of an onion
sometimes…

… to identify deep, often

unstated human tensions
that the brand may help
resolve.
Sparkling “AHA” moment!
INSIGHTS FOR BRAND IDENTITY, PROMISE AND COMMUNICATION
 INSIGHTS FOR PRODUCT PORTFOLIO
& INNOVATION
HAIRCARE Beauty:
PRODUCTS Anti-Dandruff Smooth/Shine/Volu
me

Color care Damage care

INSIGHTS FOR PRODUCT PORTFOLIO & INNOVATION
 INSIGHTS FOR TRADE MARKETING
BUY MORE
THAN YOUR
INTENTION?
 Destination category:
Packaged Food Destination category:
Fresh Food

Impulsive category:
Battery, Candy, Snack

Entrance
HOW TO GET THE INSIGHTS
QUALITATIVE & QUANTITATIVE
 The origin of Qualitative

• The 19th century inheritance - the growth of interest in

irrational motivation

• In commercial practices, it was initially known as Motivational

Research because it emerged out of Motivation Theory - the
psychologist - the guru!

• Its origins drew heavily on Clinical Psychology, particularly the

Psychoanalysis model - Ernest Dichter
Differences between Qualitative and Quantitative research

QUALITATIVE RESEARCH QUANTITATIVE RESEARCH

• Is concerned with understanding • Is concerned with measuring through

perceptions and motivations through directive interviewing
non-directive interviewing

• It not only addresses what people say

but what they actually mean

To answer: HOW & WHY To answer: HOW MUCH/HOW MANY?

Differences between Qualitative and Quantitative research

QUALITATIVE RESEARCH QUANTITATIVE RESEARCH

• To explore • To confirm

• To investigate • To justify and validate

• To understand • To measure and assess

• To expand the focus of the • To ‘close down’ the inquiry

inquiry
Differences between Qualitative and Quantitative research

QUALITATIVE RESEARCH QUANTITATIVE RESEARCH

Sample Small scale Large scale

Purposeful, selective Representative
Focused Comprehensive coverage
Process Adaptive, evolving Rigid
Open, free, unstructured Structured
Interactive/interpersonal
Wide variety of techniques
Content Reactions, NVC Verbal responses
Consumer expressions/
language, acts
Multiple views
‘Rich’, ‘textural’
Detailed
Scope of Conscious, subconscious Conscious
Enquiry Emotional and rational Rational
Complex issues Simplistic
 Qualitative methodologies
Focus Group Discussion
• 6 respondents, 1.5-2 hours
• Less intimidating environment
• Individuals ‘spark off’ each other
• Understanding range of attitudes
and behaviours
• ‘Live’ research
• Exposure to wide range of
stimulus materials
In-depth Interview
• One-on-one, 1-2 hours
• ‘Deep digging tool’ - detailed
probing
• Flexibility of venue and time
• Difficult to recruit respondents
professionals, businessmen, niche
segments
• Very sensitive, confidential or
embarrassing issues
• No peer pressure
• Allows for complex discussion
Ethnography/ Observation
• In the academic world - part of
cultural anthropology, sociology
traditionally been used to
understand exotic or strange
cultures - meant living with a tribe
unobtrusively for months, studying
their culture and society
• Today, ‘borrowed’ and adapted by
Qualitative researchers - uses
primarily observation techniques
of a product category in use (what,
when, how, why, some
interviewing)
moderation
 Preparation before an interview

• Study discussion guide (objectives, areas of investigation, flow,

types of questions)

• Study about the industry/ areas of the research

• General knowledge
• Technical terms – professional vs. consumer language, EN/ VN
• Language (more than one way of questioning)

• Logistics arrangement
• When & where the interview happens? (at home, at office, else where…)
• Who takes you to meet the respondent?
• Team?
• Materials?
 Arriving at the interview

• Arrive early (5-10 mins), with observers/ team,

starting the interview altogether

• Proper dressing, good health, fresh mind

• Discussion guide & materials ready

• Background of respondent
• Name, gender, age, occupation, family/ kids…
• Usership type (user/ non-user/ lapser…)
 Starting the interview

• Fresh mind!

• Hello & smile

• Introduction
• Your name
• Purpose of the interview
• Nothing right or wrong, good or bad, honest personal
thoughts and feelings are appreciated
• Length of interview
• Ask for audio/ video recording
• Assuring confidentiality
 Moderation techniques

• Straight forward, single-minded questions

• Open questions

• Connecting details

• Clarify/ reconfirm/ wrap up

 Watch out!

• Do spend some time for warm-up

• Take (key) notes along the interview – refer for probing

• High focus (connecting details)

• Watch the energy

• Flexibility (flow, probing)

• Watch out time!

What a moderator does

Ask Take notes

Listen
(Semi) Analyse

Observe Clarify/
reconfirm
 Types of questions in Qualitative moderation

• Open Questions Typically, start with

• Who, what, why, where, when, how? open-ended questions
and funnel way down
• Lead to answers that are open-ended and
descriptive
Open-Ended
• Closed Questions Questions
• Which start with the form are, have, do /did?
• The literal response yes/no
• These can often be used to establish basic Close-Ended
information in a group quickly and a form of Questions
summary to check understanding.
 Embedded questions

• Moderators soften an open question by indicating they are curious, interested, wondering about how
the respondent feels about the issue
• I am wondering/curious how you become involved…
• What is it about …that interested you to become involved

• These types of questions are particularly useful as often repeatedly asking “why” can sound interrogative
or challenging to the respondent, or respondent may feel the need to post-rationalise or justify their
behaviour
• Why did you become involved…
 observation

• WHAT? • HOW?
• The respondent • See, Hear, Smell, Touch, Taste, Feel
• The surrounding environment • NON-VERBAL, UNSAID
(neighbourhood, home, shopping • Cross check with the VERBAL info
place, kitchen, etc.)
• The surrounding relationships (family,
husband, kids, neighbours, shopper
accompany, other shoppers etc.)
• The category and related categories
(at home, at shop etc.)

Esp. important in immersion/ ethnographic approach

Enriched with photos, vox-pops
Key qualifications of a moderator

• Must be able to improvise and alter the planned

Flexibility
outline if not working – amid the interview process

Sensitivity
• Must be sensitive enough to guide the interview
at an intellectual and an emotional level
 Key qualifications of a moderator

Empathy

• Empathy
• This is not sympathy or pity
• It is about sensing how he or she feels about things as if those feelings were the interviewer’s own
• Empathy is a process rather than a technique
• Empathy needs to be accurate and communicated to the respondent
Key qualifications of A moderator

Genuineness
• This refers to reacting to
Genuineness others in an authentic
way
• This often means a
willingness to drop a
professional front or a
personal façade with
respondents

Be yourself!
DEMO OF MODERATION

EXPLORE COFFEE DRINKING HABIT CHANGES

DURING COVID?
Thank you