Workshop consumer insights, positioning | concept writing
How do you make sure you strike the right chord with your target group? with your target group? That you have found the “hot button” to actually set them in motion?It starts with a deep understanding of your target group that you can translate into a real consumer insight which then forms the basis for your marketing proposition.
Would you like to work with your team on consumer insights and learn how to formulate a catchy positioning or concept statement? Then the Consumer Insights & Concept Writing workshop is for you!
During this workshop you learnto translate information about your target group into real consumer insights and then into positioning/concept statements that touch the heart of your target group.
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A good start is half the job
Besides the fact that it is a lot of hard work during this workshop, there is plenty of room for interaction and fun. This is why this workshop is regularly used at the beginning of a development process or during a team building session when you are making plans for the future together: ‘all noses are all moving in the same direction’ and at the end of the workshop there is a concrete result that you can put to work immediately.
This workshop is also used every year by the fourth year students of the HAS University of Applied Sciences, who formulate their innovative concepts which they eventually present during the Food Experience. And it might help you to know that this approach has regularly led to successful market introductions…
“If at first the editors had doubts about a "research", at the end they were eager to get to work, so they could process the new insights. In doing so, the report was a real godsend. With each edition this practical "manual" is picked up again so that each episode meets the needs of our "Mick", the benchmark person. "
Sandra Kers - ZPress Young
"TwinQ has conducted several qualitative surveys amongst children for Plus, each time looking for 'winning' loyalty campaigns. We were very impressed by the enormous flexibility and service orientation of this agency. For example, the insights obtained during the project were immediately translated into optimized concepts. As a result, we found a number of winning concepts."
Mireille Verberkt - Manager Loyaliteit, Plus Retail
"Within 3 weeks Angela delivered a complete report with a clear vision and positioning for ANWB Explorers. From the moment I asked her to do this, she started working with conviction and enthusiasm. She also empathized with the client's problems and was open to other ideas and opinions. I am very satisfied with the way Angela handled this in a short period of time. And also with the final result!"
René Gelderblom - Marketeer ANWB Explorers / Streetwise
"TwinQ is the right agency for us to work with. We focus on the target group children with our content for both TV and digital. We use TwinQ to test our concepts in advance, because TwinQ knows better than anyone what is going on in this rapidly changing target group. TwinQ gives us good feedback that we use in our TV formats and digital platforms. Our collaboration gives me a real TwinQ in the eye!"
Frank Jan Horst - Founder/ Producer Blooming film, tv & digital
"As one of the first clients, we particularly enjoyed working with Twinq in a survey of potential students for our programs. The professionalism with which Angela and Ike conducted all phases of the research was impressive. Here are two real professionals. We were also very pleased with the way Twinq empathised with us as a client. Our question was really their question, to which they gave a very good and useful answer. The enthusiasm that both researchers displayed also struck a chord with us, which meant that we, as the client, enjoyed the research very much."
Frans van Leijden - Managing Director HAS University of Applied Sciences Venlo
"TwinQ collected consumer insights on bread concepts for Bakkersland.
TwinQ's approach, consisting of very in-depth interviews summarized throughout the process, has been very enlightening. The schematic representation of the results is very useful for further presentations.
TwinQ has inspired us on our way to new concepts."
Bakkersland
A tree step approach
1 Get under the skin of…
The participants are challenged to ‘get under the skin of the target group’ in order to translate the already existing knowledge into profound insight and understanding. This in-depth insight is processed in collages that show how the target group feels and behaves in general and specifically in relation to the product category/subject: what is the image/experience, what is the purchase/usage behavior, what are the alternatives, what are the drivers and barriers.
2 Formulate consumer insights
Subsequently, the understandings about the target group are elaborated even more in order to uncover the underlying ‘what and why’ of the target group and to fully understand the target group. At the end of this phase, the insights are translated into one catchy and short story that gets straight to the heart of the target group:
- What is the target group currently doing/experiencing in relation to the topic?
- What is his or her dilemma, goal, or aspiration in relation to the topic?
- Why is this a dilemma, goal or aspiration?
- What is the desired end result the target audience is looking for to achieve their dilemma, goal or aspiration?
This may seem simple, but in my opinion a consumer insight is only areal consumer insight if it gives you (your target group) goose bumps.…..
3 Formulating a positioning/ concept statement
Finally, the answer to the Consumer Insight is formulated: in what way are you going to offer an answer/solution through your positioning/marketing proposition? What advantages are you going to offer (on both a functional and emotional level), how are you going to make this happen (the reasons to believe) and what makes your positioning/concept really different from others (the discriminator)?
In order to achieve sufficient depth, this workshop takes one and a half days. During the first day (from 10.00 – 16.00) we work on step 1 and 2. The result of this day are consumer insights that form the basis for your concept statement | positioning.
During the second day (which will take 4 hours), we translate the consumer insights into a brand, product or service that not only excites you, but also your target group.
For whom is this workshop interesting?
- Independent entrepreneurs and business owners who want to sharpen their offer and/or positioning
- Marketers, managers and product managers who are looking for a good concept description for the development and/or market introduction of their proposition.
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Why TwinQ: insights & inspiration
Both myself and the dedicated TwinQ team are doing what our heart desires. This does not only make us happy, it also allows us to do exactly where our strengths lies. In the research underlying my book ‘Anders’, I discovered that the things you love to do are the very things you are good at!
I’m known for always taking that extra mile in order to provide more than just insight. I will not be satisfied until I can offer a clear overview as well as striking the core, the essence. Because right in that core, that essence, lies the answer for real change and growth. And I’m proud to have contributed to countless successful market introductions and personal transformations.
Endorsements/cases
Curious about the possibilities? Then contact me to see what I can do for you or take a look at some nice recommendations belowfrom Zpress Young, Plus Retail, Hogeschool HAS, ANWB Explorers of Bakkersland. After all, they can tell you much better what I can do for you.
Want to know what I can do for you/your organization? Or looking for more information?
Call or mail me. I'd be happy to tell you more. In addition to the offerings on this website, I am happy to share my insights through lectures/inspiration sessions and my blogs on various platforms.
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Overview offering
Key to your target group
Understanding Generation Zenz: today's children and young people
I love sharing my insight & inspiration to truly understand, connect with and motivate today's 5-25 year olds.
Market research
Join us on a journey of discovery in search of the (un)conscious motivations, drivers and hooks to "move" your target audience.
Concept development
Let's work together to create consumer insights, marketing propositions and concepts that strike the right chord!
Inspiration & consultancy
Benefit from my profound experience in the field ofmarket research, positioning & concept development.
(Workshop) consumer insights
Experience how to translate target group information into propositions that strike the heart of your target group.
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