{"id":8018,"date":"2019-11-05T11:38:53","date_gmt":"2019-11-05T04:38:53","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=8018"},"modified":"2021-04-23T23:36:34","modified_gmt":"2021-04-23T16:36:34","slug":"insight-khach-hang-la-gi-va-lam-the-nao-de-chung-ta-biet-chung-ta-da-tim-duoc-mot-insight-tot","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/insight-khach-hang-la-gi-va-lam-the-nao-de-chung-ta-biet-chung-ta-da-tim-duoc-mot-insight-tot\/","title":{"rendered":"Th\u1ebf n\u00e0o l\u00e0 m\u1ed9t insight t\u1ed1t? V\u00ed d\u1ee5 minh h\u1ecda"},"content":{"rendered":"

Kh\u00e1i ni\u1ec7m v\u1ec1 Insights kh\u00e1ch h\u00e0ng<\/b><\/h2>\n

\u201c <\/span>M\u1ed9t s\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u v\u1ec1 kh\u00e1ch h\u00e0ng (insight) \u0111\u01b0\u1ee3c t\u00ecm ra d\u1ef1a tr\u00ean tr\u00ean h\u00e0nh vi, kinh nghi\u1ec7m, ni\u1ec1m tin, nhu c\u1ea7u hay mong mu\u1ed1n c\u1ee7a h\u1ecd, \u0111\u00f3 l\u00e0 nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p (ho\u1eb7c marketer).<\/span><\/i><\/p>\n

M\u1ed9t insight bao g\u1ed3m 3W:<\/strong><\/h3>\n

1)\u00a0 <\/span>What<\/b> is the customer doing? (Kh\u00e1ch h\u00e0ng c\u1ee7a ch\u00fang ta \u0111ang <\/span>l\u00e0m g\u00ec<\/b>?)<\/span><\/p>\n

2) <\/span>Why<\/b> are they doing it? (<\/span>T\u1ea1i sao<\/b> h\u1ecd l\u00e0m \u0111i\u1ec1u \u0111\u00f3?)<\/span><\/p>\n

3) <\/span>Wow<\/b> – ch\u01b0a ai t\u1eebng ch\u00fa \u00fd ho\u1eb7c n\u00f3i chi ti\u1ebft nh\u01b0 v\u1eady v\u1ec1 v\u1ea5n \u0111\u1ec1 \u0111\u00f3 tr\u01b0\u1edbc \u0111\u00e2y!<\/span><\/p>\n

V\u00ed d\u1ee5:<\/strong><\/h4>\n

\"\"<\/p>\n

Heineken quan s\u00e1t \u0111\u00e0n \u00f4ng trong c\u00e1c qu\u00e1n bar. H\u1ecd ph\u00e1t hi\u1ec7n ra v\u00e0o bu\u1ed5i t\u1ed1i, ph\u1ee5 n\u1eef n\u00f3i chung kh\u00f4ng u\u1ed1ng bia. V\u00e0 th\u1ea5y ch\u1ea5t l\u01b0\u1ee3ng r\u01b0\u1ee3u qu\u00e1 thay \u0111\u1ed5i. Insight \u0111\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c Heineken s\u1eed d\u1ee5ng trong vi\u1ec7c ph\u00e1t tri\u1ec3n m\u1ed9t kh\u00e1i ni\u1ec7m m\u1edbi cho ph\u1ee5 n\u1eef. H\u1ecd \u0111\u00e3 gi\u1edbi thi\u1ec7u Jillz. M\u1ed9t lo\u1ea1i th\u1ee9c u\u1ed1ng r\u01b0\u1ee3u t\u00e1o l\u1ea5p l\u00e1nh nh\u01b0 m\u1ed9t s\u1ef1 thay th\u1ebf gi\u1ea3 kim. V\u00e0 n\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh l\u00e0 m\u1ed9t c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng.<\/span><\/p>\n

Th\u1ebf n\u00e0o l\u00e0 insight t\u1ed1t v\u00e0 h\u1eefu \u00edch?<\/strong><\/h3>\n

M\u1ed9t insight t\u1ed1t v\u00e0 h\u1eefu \u00edch ch\u1ee9a 3 \u0111\u1eb7c \u0111i\u1ec3m ch\u00ednh sau \u0111\u00e2y:<\/span><\/p>\n

1) M\u1ee4C TI\u00caU<\/b>\u00a0 – ai \u0111\u00f3 c\u1ea7n c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft v\u00e0 tham gia! Khi t\u00ecm ki\u1ebfm insights, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 t\u1eadp trung ho\u1ea1t \u0111\u1ed9ng c\u1ee7a b\u1ea1n. H\u00e3y thu h\u1eb9p nghi\u00ean c\u1ee9u c\u1ee7a b\u1ea1n v\u00e0o m\u1ed9t m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 v\u00e0 trong v\u00f2ng ki\u1ebfn \u200b\u200bth\u1ee9c c\u1ee7a b\u1ea1n<\/span><\/p>\n

2) TRUE (v\u1ea5n \u0111\u1ec1)<\/b> – T\u1ea1i tr\u00e1i tim m\u1ed7i insight c\u1ea7n ph\u1ea3i l\u00e0 m\u1ed9t t\u00ecnh tr\u1ea1ng kh\u00f3 x\u1eed\u00a0<\/span><\/p>\n

3) T\u01af\u01a0I M\u1edaI<\/b>\u00a0– nh\u01b0 m\u1ed9t insight c\u00f3 th\u1ec3 \u0111\u00fang nh\u01b0ng chung chung v\u00e0 kh\u00f4ng c\u1ea1nh tranh. H\u00e3y \u0111\u1ea3m b\u1ea3o \u0111\u00f3 l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 m\u1edbi ho\u1eb7c m\u1ed9t v\u1ea5n \u0111\u1ec1 hi\u1ec7n t\u1ea1i \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 theo m\u1ed9t c\u00e1ch m\u1edbi.<\/span><\/p>\n

>>> Xem th\u00eam: H\u01b0\u1edbng d\u1eabn t\u00ecm insights kh\u00e1ch h\u00e0ng<\/a><\/p>\n

V\u00ed d\u1ee5 v\u1ec1 Persil<\/strong><\/h4>\n

\"\"<\/p>\n

Khi l\u00e0m vi\u1ec7c t\u1ea1i Unilever, t\u00f4i \u0111\u00e3 tham gia v\u00e0o m\u1ed9t nghi\u00ean c\u1ee9u quan s\u00e1t quan s\u00e1t c\u00e1c b\u00e0 m\u1eb9 c\u00f3 con li\u00ean quan \u0111\u1ebfn vi\u1ec7c nh\u1eadn \u0111\u01b0\u1ee3c b\u1ea9n. Trong nghi\u00ean c\u1ee9u \u0111\u00f3, ch\u00fang t\u00f4i \u0111\u00e3 h\u1ecdc \u0111\u01b0\u1ee3c r\u1eb1ng tr\u1ebb em, b\u1ee5i b\u1ea9n c\u00f3 m\u1ed1i li\u00ean h\u1ec7 t\u00edch c\u1ef1c v\u1edbi c\u00e1c b\u00e0 m\u1eb9. H\u1ecd c\u1ea3m th\u1ea5y t\u00edch c\u1ef1c v\u1ec1 vi\u1ec7c con c\u00e1i h\u1ecd b\u1ecb b\u1ea9n. H\u1ecd th\u1ea5y b\u1ee5i b\u1ea9n l\u00e0 m\u1ed9t tr\u1ea3i nghi\u1ec7m h\u1ecdc t\u1eadp. V\u00e0 \u0111i\u1ec1u \u0111\u00f3 khi\u1ebfn h\u1ecd t\u1ef1 h\u00e0o v\u1ec1 nh\u1eefng \u0111\u1ee9a tr\u1ebb c\u1ee7a h\u1ecd. Insight \u0111\u00f3 m\u1ea1nh m\u1ebd \u0111\u1ebfn m\u1ee9c n\u00f3 \u0111\u00e3 bi\u1ebfn Persil th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e2n thi\u1ec7n v\u00e0 gi\u00e0u c\u1ea3m x\u00fac h\u01a1n v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u1edbi cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u00e0 d\u0129 nhi\u00ean Persil t\u0103ng tr\u01b0\u1edfng hai con s\u1ed1 trong nhi\u1ec1u n\u0103m t\u1edbi. Insight kh\u00e1ch h\u00e0ng c\u0169ng ho\u1ea1t \u0111\u1ed9ng r\u1ea5t t\u1ed1t trong c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nh\u01b0:<\/span><\/p>\n