Week 2 - Understand Consumer

Who are our target consumers and how do they consume, shop
and engage with our products?
 Build the consumer portrait
2

03 groups of information you need to understand about your target consumers:

◿ Who are they?
◿ What, when and where do they consume, shop and engage?
◿ Why do they consume, shop and engage the way they are doing?

CORE INSIGHT

CONSUMING HABIT SHOPPING HABIT ENGAGING HABIT

WHY I DO IT

WHAT, WHEN AND WHERE

WHO I AM
 The critical questions
Consumer Profile
▪ Based on demography,
who are category
consumers and your
brand consumers?
▪ What are your target
consumer’s behaviors and
attitude? (Concern,
aspiration, interests, daily
activities…)
▪ What is your target
consumers’ core insight?
Understand
Consuming Habit
▪ What is category and brand
penetration?
▪ Why do consumers consume
or not consume your
category (Motivators &
Barriers)? What are the key
need-states?
▪ Where, when and how do
consumers consume?
▪ How loyal are consumers to
your brand?
3
Understand Understand Engaging
Shopping Habit Habit
▪ Where do consumers ▪ What are the most influential
shop? contact points and the order of
▪ How frequently do they importance of these contact
points for the category?
shop?
▪ What are their purchase ▪ How many % of the target
behaviors? consumers are digitally
connected? What is their general
social and search behavior?
Which platforms are they mainly
on?
▪ What are the contents/topics are
consumers interested in? What
do they talk about categories and
brands online?
 Week 2 - Understand Consumer
Day 1: Consumer Profile
 The critical questions
Consumer Profile
▪ Based on demography,
who are category
consumers and your
brand consumers?
▪ What are your target
consumer’s behaviors and
attitude? (Concern,
aspiration, interests, daily
activities…)
▪ What is your target
consumers’ core insight?
Understand
Consuming Habit
▪ What is category and brand
penetration?
▪ Why do consumers consume
or not consume your
category (Motivators &
Barriers)? What are the key
need-states?
▪ Where, when and how do
consumers consume?
▪ How loyal are consumers to
your brand?
5
Understand Understand Engaging
Shopping Habit Habit
▪ Where do consumers ▪ What are the most influential
shop? contact points and the order of
▪ How frequently do they importance of these contact
points for the category?
shop?
▪ What are their purchase ▪ How many % of the target
behaviors? consumers are digitally
connected? What is their general
social and search behavior?
Which platforms are they mainly
on?
▪ What are the contents/topics are
consumers interested in? What
do they talk about categories and
brands online?
Who are the consumers?
6

Demographic (Gender, SEC, Age group, Volume/Value % Contribution)

◿ Category users
◿ Your brand users
WHO I AM
Attitude & Behavior:
◿ Concern, aspiration, interests…
◿ Core insight
 Category consumer profile based on demography
7

Understand category consumers’

demographic information:
◿ Gender
◿ Social class
◿ Age
◿ Geography
◿ Split by light/medium/heavy buyers

Data Source:
◿ Report “Consumer Panel”, Kantar
Worldpanel
◿ Report “Brand Health”, Milward Brown
◿ Report “U&A”, could be done by different
research agencies
◿ Paid reports on Euromonitor
◿ Independent researches
 Your consumer profile based on demography
8

Know the difference in demographic profile between your consumers and competitor’s
Data Source:
◿ Report “Consumer Panel”, Kantar Worldpanel
◿ Report “Brand Health”, Milward Brown
◿ Report “U&A”, could be done by different research agencies
◿ Paid reports on Euromonitor
◿ Independent researches
 Category consumer typologies
9

• Categorize consumers into different segments based on their overall attitudes/priorities

when choosing, purchasing and consuming your category.
• Provide the information of different consumer groups with different needs within the
market and size of each group.
• Help better target different products to specific needs consumers have.
Data Source:
◿ Independent researches.
 Your target consumers
10

Do not confuse the target

consumers with your current
users:
◿ Target consumers = the group of
people your brand chooses to delight.
◿ Current users = all consumers who
are currently using your brand.
A day in your consumer’s life
11

• Get to know what your

consumers do in a typical day
and when.
• Help to identify contact points
and suitable timing to approach
your consumers.
Data Source:
◿ Sharing from team
◿ Consumer visit
◿ Independent researches
What are your target consumer’s concerns and
aspirations? 12

I wish that my husband would share

housework with me and he would I wish my kids would have a better life than I do….
appreciate my effort a little bit more…

Sometimes I wonder how my career would be if I didn’t

I am worried whether I could give up my job to take care of my family. When I saw office
find a job after graduation… ladies with nice working outfit, I somehow feel self-pity…

Sometimes I feel that my life is quite boring, but I don’t Being able to travel the world is
know how to make it more excited… my aspiration…

Source: Existing research reports, consumer visits, sharing from team.

Core insight
13

• The hidden truth about the target consumers and their needs that
has the power to surprise and inspire consumers, through which
brands can take action to create big impact

• Help better target different brands and variants to specific

needs consumers have.

Data Source:
◿ Sharing from team
 Week 2 - Understand Consumer
Day 2: Understand consuming habit
 The critical questions
Consumer Profile
▪ Based on demography,
who are category
consumers and your
brand consumers?
▪ What are your target
consumer’s behaviors and
attitude? (Concern,
aspiration, interests, daily
activities…)
▪ What is your target
consumers’ core insight?
Understand
Consuming Habit
▪ What is category and brand
penetration?
▪ Why do consumers consume
or not consume your
category (Motivators &
Barriers)? What are the key
need-states?
▪ Where, when and how do
consumers consume?
▪ How loyal are consumers to
your brand?
15
Understand Understand Engaging
Shopping Habit Habit
▪ Where do consumers ▪ What are the most influential
shop? contact points and the order of
▪ How frequently do they importance of these contact
points for the category?
shop?
▪ What are their purchase ▪ How many % of the target
behaviors? consumers are digitally
connected? What is their general
social and search behavior?
Which platforms are they mainly
on?
▪ What are the contents/topics are
consumers interested in? What
do they talk about categories and
brands online?
Category/Brand Penetration
16

• Penetration is a measure of brand or category popularity. It is defined as the number

of people who buy a specific brand or a category at least once in a given period,
divided by the size of the relevant market size.
• Different strategies are required for different categories/brands with high or low
penetration.
• How is your brand penetration vs competitors’?
• Does your brand have sufficient penetration in different geographies?

Data Source:
◿ Report “Consumer Panel”, Kantar Worldpanel
◿ Report “U&A”, could be done by different research agencies
Category Motivators & Barriers
17

• Motivators: the reasons consumers choose to consume a category.

• Barriers: the reasons consumers choose not to consume a category. Being able to
remove category barriers could bring more new consumers to a category.
Data Source:
◿ Report “U&A”, could be done by different research agencies
◿ Independent researches
Consumption Need-states map
18

• Reflect the key reasons consumers choose to consume a category of product.

• Categorize consumer’s consumption needs into different segments.
Data Source:
◿ Report “U&A”, could be done by different research agencies
◿ Independent researches
Consumption locations
19

PLACE MOST OFTEN CONSUME

Know WHERE consumers often
1%
consume your category.
23%
Data Source: 36%
◿ Report “U&A”, could be done by 2%
different research agencies 4%
3%
◿ Independent researches 1%

30%

Other Street vendor Travelling/Commuting

Leisure venue Coffee shop/Cafe Restaurant/Fastfood/pub
At work/School In home
Consumption moments
20

CONSUMPTION MOMENTS
Know WHEN consumers often
consume your category 12% 3% 8%

Data Source:
18%
◿ Report “U&A”, could be done by 27%
different research agencies
◿ Independent researches

32%

At breakfast Morning Over lunch Afternoon Over dinner After dinner

How do consumers consume your products?
21

The HOW part includes

◿ How REGULARLY do consumers consume your products?
◿ HOW MUCH do they consume?
◿ What are their PREPARATION METHODS?
Frequency
22

CONSUME FREQUENCY
Know HOW REGULARLY consumers
4% 6%
often consume your category.
11%
Data Source:
◿ Report “U&A”, could be done by different
research agencies 46%
33%
◿ Independent researches

Daily Weekly Monthly Once every 2-3 months Less often/never

Volume/Value consumption
23

Review the current category and brand volume/value consumption

◿ Any room to increase volume consumption by educating consumers to consume more?
◿ Any room to increase value consumption by uptrading consumers?

Data Source:
◿ Report “Consumer Panel”, Kantar Worldpanel
◿ Report “U&A”, could be done by different research agencies
◿ Independent researches
 Preparation methods
24

Knowing consumers’ preparation methods helps identify the gap in your product
portfolio.
◿ Do you have products fit with key preparation methods?
◿ Any key preparation method you are ignoring? Is it critical to fill in the gap?

Data Source:
◿ Report “U&A”, could be done by different research agencies
◿ Independent researches
◿ Sharing from team
◿ Consumer visit
Brand loyalty/Brand choice
25

CHOICE/LOYALTY = basket share = how many % of their baskets does consumers

save for a brand?

Loyalty = 60% Loyalty = 30% Loyalty = 10%

 Week 2 - Understand Consumer
Day 3: Understand shopping habit
 The critical questions
Consumer Profile
▪ Based on demography,
who are category
consumers and your
brand consumers?
▪ What are your target
consumer’s behaviors and
attitude? (Concern,
aspiration, interests, daily
activities…)
▪ What is your target
consumers’ core insight?
Understand
Consuming Habit
▪ What is category and brand
penetration?
▪ Why do consumers consume
or not consume your
category (Motivators &
Barriers)? What are the key
need-states?
▪ Where, when and how do
consumers consume?
▪ How loyal are consumers to
your brand?
27
Understand Understand Engaging
Shopping Habit Habit
▪ Where do consumers ▪ What are the most influential
shop? contact points and the order of
▪ How frequently do they importance of these contact
points for the category?
shop?
▪ What are their purchase ▪ How many % of the target
behaviors? consumers are digitally
connected? What is their general
social and search behavior?
Which platforms are they mainly
on?
▪ What are the contents/topics are
consumers interested in? What
do they talk about categories and
brands online?
Where do consumers buy your products?
28

Knowing WHERE consumers often PLACE MOST OFTEN PURCHASE

shop implicates which channels
you should invest your resources
in.
40% 39%
Data Source:
◿ Report “U&A”, could be done by
different research agencies 3% 4%
8% 3%3%
◿ Consumer Panel, Kantar Worldpanel
◿ Independent researches
Grocery store Market stall Wholesaler
Dairy product store Supermarket Dairy agents
Coffee shop/Canteen
How frequently do consumers buy your products?
29

PURCHASE FREQUENCY
Know HOW FREQUENTLY 10% 3%
consumers shop 6%
2%
28%
Data Source:
◿ Report “U&A”, could be done by 23%
different research agencies 4%
◿ Consumer Panel, Kantar Worldpanel
24%
◿ Independent researches

Once a day 2-3 times per week 4-6 times per week
Once a week 2-3 times per month Once a month
Once every 2-3 months Less often
 What are consumer’s purchase behaviors?
30

• Pre-planned buyers: plan in advance which brands to buy before getting into stores.
• Impulse buyers: buy a brand at stores without planning in advance, might be impacted by in-store
factors such as display, promotion, branding, packaging…
• Different categories have different purchase behaviors, and different purchase behaviors require
different strategies to approach consumers in stores.
Data Source:
◿ Shopper research
Consumers, Shoppers & Decision Makers
31

Decision Makers

DECIDE

For some categories, consumers might also be shoppers and decision makers.
For some categories, these 03 roles hold by 03 different people.
Understanding who the decision maker is and what might impact his/her decision
help tailor specific approaches to specific groups.
 Week 2 - Understand Consumer
Day 4: Understand engaging habit
 The critical questions
Consumer Profile
▪ Based on demography,
who are category
consumers and your
brand consumers?
▪ What are your target
consumer’s behaviors and
attitude? (Concern,
aspiration, interests, daily
activities…)
▪ What is your target
consumers’ core insight?
Understand
Consuming Habit
▪ What is category and brand
penetration?
▪ Why do consumers consume
or not consume your
category (Motivators &
Barriers)? What are the key
need-states?
▪ Where, when and how do
consumers consume?
▪ How loyal are consumers to
your brand?
33
Understand Understand Engaging
Shopping Habit Habit
▪ Where do consumers ▪ What are the most influential
shop? contact points and the order of
▪ How frequently do they importance of these contact
points for the category?
shop?
▪ What are their purchase ▪ How many % of the target
behaviors? consumers are digitally
connected? What is their general
social and search behavior?
Which platforms are they mainly
on?
▪ What are the contents/topics are
consumers interested in? What
do they talk about categories and
brands online?
 Key influential contact points
34

Knowing which contact points have

high influential powers to your target
consumers enables you to approach
your consumers at the RIGHT
PLACE.

Data Source:
◿ Media reports by media agency
◿ Free media landscape reports online
 When are consumers in touch with key contact
points? 35

21-29 years Using Reading printed

21-29 years Listening to radio Watching TV
the Internet newspapers
Early morning (before 9AM) 46% 28% 31% 16%
Morning (9AM – before 12PM) 74% 7% 11% 13%
Lunch time (12pm – before 2pm) 71% 7% 9% 17%
Early afternoon (2pm - before 4pm) 78% 4% 6% 5%
Late afternoon (4pm-before 6pm) 77% 5% 8% 6%
Early evening (6pm – before 8pm) 74% 4% 11% 31%
Mid evening (8pm – before 10pm) 85% 10% 8% 24%
Late evening (10pm onwards) 63% 19% 9% 9%

Knowing WHEN consumers are in touch with key contact points enables you to
approach them at the RIGHT TIME and RIGHT PLACE.
Data Source:
◿ Media reports by media agency
◿ Free media landscape reports online
How many % of your target consumers are digitally
connected? 36

Know whether your target consumer group is

heavily digital connected.
• If yes, digital should be an important part of
your total contact point strategy.
• If not, you do not need to put high
investment in this contact point.
Data Source:
◿ Media reports by media agency
◿ Free media landscape reports online
What are your consumer’s behaviors online?
37

Which devices do they use when accessing the internet?

Your communication material should be designed to fit with the devices your
target consumers often use to access Internet.
Data Source:
◿ Media reports by media agency
◿ Free media landscape reports online
 Activities on digital
38

Data Source:
◿ Media reports by media agency
◿ Free media landscape reports online
Timing for digital activities
39

Data Source: People 20-35ABCD

Media reports by media agency

Internet on PC
◿
56%
53%
◿ Free media landscape reports 38%
36% 39%
35% Wkday Wkend
online 23%
23%
15%
13% 17%
15%
10%
8%
2%2%

Before 8.00 - 12.00 - 13.30 - 17.00 - 19.00 - After Don't

8.00 12.00 13.30 17.00 19.00 22.00 22.00 do

Internet on Portable
60%
58%
devices

42% 40%
38% 35% 38%
35% 35%
34% Wkday Wkend
24%
24%

5%6% 7%7%

Before 8.00 - 12.00 - 13.30 - 17.00 - 19.00 - After Don't

8.00 12.00 13.30 17.00 19.00 22.00 22.00 do
 Where do your consumers wander on the
Internet? 40

Top Internet Sites In Viet Nam

#1 #6
Coc Coc Google VN

#2 #7
Google Vnexpress

#3 #8
Facebook Zing

#4 #9
Webtretho Doisongphapluat

#5 #10
Data Source: Youtube 24h

◿ Media reports by media agency

◿ Free media landscape reports online

 Tools for social listening
41

• The social listening tools help

you understand what
consumers talk and search
online.
• From this source of
information, you could tailor
your communication
messages to meet what
consumers want to hear.
 Knowing what topics your consumers are interested in
online could open up opportunities for relevant
messages 42

What your consumers are talking about the category and different brands in the market
are fruitful food-for-thoughts when you explore potential relevant messages to your
consumers.
Data Source:
◿ Social Listening Tools
 Week 2 - Understand Consumer
Day 5: Tips for Consumer Visit
Digging normal answers
44

• Keep asking WHY

• Challenge consumer’s belief
• Show consumers their action in videos and have them explain WHY
• The W question:
• Why? Why not?
• What? So what? What if?
• When? Who?
Find “special” answers
45

• Ask somebody who really LOVE or HATE

the brand or category
Why is that? What makes that happened?

• Ask experts / influencers / opinion

leaders
• Ask about parallel categories
E.g. personal care vs spa
Break “unconscious” answers
46

• Ask about extreme / changing moments

that change consumer’s perception about
the category or brands.

• Break their routine, put them in totally

different situation and see how they
respond.
Give “private space” for answers
47

• Private and personal 1-on-1 conversation

• Ask their relatives, their colleagues
• Write personal diary
• Ask consumers to describe others
Rules for asking questions
48

• Ask open questions. Don’t ask multiple choice questions.

• Look for inconsistence.
• Look for tension or extreme moments.
• Look at consumer’s verbal and body language.
• Challenge their answers.
• Use silence.
• Observe closely.