Reflection in Artefact
ICP Course
The nearly 3-month journey of studying the ICP course has brought me many valuable lessons and helped me reflect on myself from many different aspects, in my personal development as well as in finding customer insight and working processes. This reflection highlights and reflects the profoundly significant and invaluable lessons I have garnered from my study of the ICP course and developing communication campaign for our client, Shegan. These insights hold great personal meaning and are directly related to my desire of becoming a strategic planner.
01. Find the true consumer insight by 3C truth model
One of the most valuable practical lessons I learned was how to determine target customers' true consumer insight by delving into the following aspects: consumer truth, category truth, and company truth. The process of finding customer insight is a process that requires a lot of careful research to understand consumer behavior, motivation, and many other aspects (Michon, 2021; Moscato, 2018). During the empathize phase of the project, I did a lot of research and used many different social listening tools to find customer insights based on research experience from my previous courses. Therefore, we identified many pain points for our target customers, and I thought that all of these insights must be pointed out in the article and solved. However, key customer insight must answer important questions about the company's strategy, such as the "why" of a purchase, a thorough understanding of the industry market, and the ability to forecast it (Moscato 2018). The above was clarified after many consultations and feedback from our lecturer, Ms. Natasha, in her Project Kickstart comment that the research we conducted was fragmented and not comprehensive, leading to not being able to identify clear and key insights. After that, I reflected and questioned: how to identify key insights and customer needs that must align with the strategy of that brand and industry?
To answer the question just now, I applied the 3C truth model (consumer truth, competitor/category truth, and company/brand truth) by Kenichi Ohmae that my instructor suggested. By researching and checking which parts of the three circles of the 3C overlap and interact with each other, the key insight that belongs to the intersection area will be the key insight that helps lead to strategic approaches to the brand's strongest competitive advantage (Cuofano 2023; Kotler and Hooi 2021). Besides, 3C truth also has great significance in the define and idea stages because the insight and strategic approach deduced from this model will be a balance between what the brand offers, what customers need, and threats from competitors (B2B Frameworks n.d.; den 2020). Therefore, research, key messages, campaign plans, creative ideas, etc. have been improved and made more comprehensive in assignment 3 of the ICP. This experience has helped me see that my ability to research and make decisions based on data is weak and needs to be improved, especially in the aspect of model theories in business and communication. As an intern strategic planner, I learned how to identify the most important key findings and insights that have the potential for long-term and effective development. As a result, my short-term goal for the next three months is to research and practice models used to analyze various business strategies and communication strategies, as well as to develop decision-making skills based on your data.
02. The value of personality testing in determining roles and the ability to resolve conflicts in groups
Aside from learning how to identify key insights and strategic approaches, I also learned the value of personality testing in determining roles and the ability to resolve conflicts during group work. I understood myself and my desired future career better after taking many different tests on personality, learning style, and communication style during the first weeks of the course. As a result, beginning with the formation stage, I shared with the group my personality test, logistician, and theorist learning styles in order to orient myself to the project task as a researcher and data analyst. It appears to be a good fit for two personality models, with significant links between both personality traits and job fulfillment, the second personality measure and life fulfillment, and life and job satisfaction (Lounsbury et al. 2004).
In terms of the DISC test, my result is C (Compliance Communication). Individuals with a high "C" style prioritize accuracy, stability, and challenges in their approach to regulations and procedures, displaying a penchant for precision, a commitment to doing things correctly, and taking pride in the quality of their work (Gray n.d.; Harris 2019). This type of communication was also evident during the group work process. Conflicts arose during the group's storming stage as we developed creative ideas together. Based on the previous data and research, the entire team and I brainstormed ideas together. Each time a member of our team presents an idea, whether it's a draft one or a carefully planned one, I often express my unconscious disagreement with the idea and ask questions in order to demand the most rigorous representation possible.
This unintentionally created a tense and awkward environment for the entire group. Lan Anh, our leader, had many private conversations with me and helped me understand that while protecting and developing ideas logically is not wrong, when communicating, 'active' listening, tone of voice, frequency of asking questions, and the way I give feedback all show each individual's respect and goodwill towards their teammates' ideas. Fortunately, the conflict was quickly resolved, and everyone collaborated to successfully complete the communication campaign project for our client, Shegan. This
experience taught me more about myself through scientific tests and reading analysis in order to understand and overcome my communication and learning weaknesses. Sharing my personal background, including personality, intelligence, and learning styles, with new teammates will be the first step in the team's forming stage in the next projects in which I will participate. I believe it is necessary for the whole group to sympathize and give good-natured feedback on each other's mistakes without causing conflict.
In conclusion, although the results were not as good as my expectations, the ICP course enabled me to learn more about myself as well as practical experiences and knowledge when working almost directly with clients. I believe that during the process of learning and developing communication projects in the ICP course, every experience is an invaluable lesson, and every loss is a gain for myself. Therefore, through this reflection article in particular and the 3 months of studying ICP in general, I have had the opportunity to comprehensively evaluate my own weaknesses and strengths to build a better development roadmap and advance to the position of senior strategic planner.