This provides an in-depth analysis of customer insights and how they are leveraged to create effective value proposals and successful marketing campaigns. It explains that understanding customers' true desires, beyond their superficial needs, is crucial for marketing success. This principle is illustrated through two primary case studies: Suntory's The Premium Malt's beer, which used Web videos depicting relatable everyday scenarios ("あるある") to connect with viewers and subtly encourage consumption; and the collaboration between Nippn and the marketing firm Katana, which boosted frozen pasta sales by focusing on the minority opinion that prioritized a "mochi-like texture" in pasta over the commonly cited importance of sauce. Both examples emphasize the necessity of deep customer understanding and interpreting the underlying psychology behind consumer behavior, rather than simply accepting surface-level feedback, to drive product development and positive brand perception.

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