aim, study,

1. Qualitative Interview for
Consumer Insight

2. CENTRAL HUB OF VIETNAM
MARKETING & COMMUNICATIONS INDUSTRY
HANDS-ON TRAINING | INDUSTRY NETWORKING | GLOBAL EXPOSURE

3. MY
APPROACH

4. WHAT IS
INSIGHT?
INSIGHT is the single
most critical penetrating
discovery about target
consumer motivation, applied
to unlock growth
Source: slideshare / insights that
transform businesses

5. 3I
PLANNING
MODEL
Define Issue
What stop brand grow or thing
we need to change
Create Idea
Thing that get our target’s
attention
Explore Insight
Information that help us solve
the issue and inspire good
ideas

6. START
WITH
ISSUE
VALUE
BEHAVIOR
PREFERENCE

7. 1.1 Value in
context
1. Value The brand is only important in certain occasion of people’s life, and try to find out
how the brand makes people’s life better in those certain occasion. It’s not about
brand and people, but about brand, people and their life.
There is one question I find super powerful: “In that situation, why people choose
brand/ product A, but not another?”.
The answer to this question reveals exactly the reason behind why people choose
a brand, which often provides more insightful and helpful finding than the general
question “Why do people choose our brand/product?” – Thanh Lam / O&M planner
https://fascinatingmarketing.wordpress.com/2015/11/12/customers-insight-lies-
within-context/

8. Value in context
questionnaire
guideline
1. Value Find the context that our product have the
highest value
• When & Where?
• The problem before. The result after…
• With whom?
• Why do you think about this product?
• How does it solve your problem?
• How does it make your moment better?
…

9. Value of voice
message
function
1. Value
When we send a voice message, we not only
send a message but also our all emotion.
This emotion, at the right time, can give the
ultimate strength to receivers. Wish.
Appreciation. Support. Comfort. Love…

10. 1.2 Value by
framing
1. Value

11. Value by
framing
questionnaire
guideline
1. Value Find associations/ images/ stories… that
frame our brand value
• Why do you think this is good product/ brand?
• Which is the most important factor when you consider to buy
this product?
• What is relevant image/ association can represent the value
you want to convey?
…

12. Value of
premium
mooncake
brand
1. Value
“Why did people buy premium moon cake
instead of mass ones?”.
The answer is: “I buy a heritage. I buy a brand
that is well-known, long established and
endorsed by famous and skillful bakers”

13. Value
framework
1. Value

14. motivation
barrier
trigger
2. Behavior

15. Behavior
questionnaire
guideline
• Motivators – what are the ways to help them stick with the new
behavior (reward/ identity/ desirable/ fun/ popular…)
• Barriers – what are the things that stop people from adopting a
new behavior? (not easy/ impossible/ not convenient…)
• Triggers – how could we get people to start a new behavior?
(the right moment/ urgent event/ influencer…)
2. Behavior

16. How to get boy
clean their face
with Oxy
2. Behavior

17. 16 basic human
motivations
2. Behavior
Starting from studies involving more
than 6,000 people, Professor Steven
Reiss has proposed a theory that
found 16 basic desires that guide
nearly all human behavior.
We called it 16 basic instincts

19. my values &
identities
2. Preference WHY DO YOU PREFER SOMEONE?
• They are cool
• They like us first
• Shared values and identities

20. Values &
identities
questionnaire
guideline
2. Preference • Your motto in life
• Your way of living
• Your value that you wont trade off
• Things that make you
• Your attitude toward life, friendship, career, love,
family…
• ...

21. Values &
Identities of
sport bike rider
2. Preference

22. Brand
archetypes
2. Preference

23. 1. Know your
purpose
My tips • Remember: Insight help to solve
business/brand/marketing issue...
• Don’t lost your track during your
conversation
• Beleive in your instinct
• ...

24. 2. Listen to their
story
My tips • The story don’t lie
• Show your sincere, goodwill and interest in
their stories
• See the “Behind the scene” stories
• Why did they do it?
• The hidden signal
• …

25. 3.Ask why 5
times
My tips • Ask why is the habit of good planner
• Ask, ask and ask until you see thing that you
never seen before
• Be a good and curious listener
• ...

26. THANK YOU.Contact
Telephone: +84 (8) 3911 5506
Website: http://aimacademy.vn
Facebook: facebook.com/AIMACADEMY.VN
Address: 146Bis Nguyễn Văn Thủ, Đa Kao Ward, District 1, HCMC, Việt Nam.