《{消费者行为分析}奥美消费者洞察ConsumerInsight79页》由会员分享，可在线阅读，更多相关《{消费者行为分析}奥美消费者洞察ConsumerInsight79页（79页珍藏版）》请在金锄头文库上搜索。
1、消 费 者 洞 察Consumer Insight,James Wong November 1998,什么是消费者洞察? What is an insight? 为何我们需要消费者洞察？ Why we need insight? 什么是好的消费者洞察？ What makes a good insight? 如何得出好的消费者洞察？ How to get insight?,消费者洞察是. An Insight is .,?,洞察是An Insight IS ,英文字典说，Insight是看清/看入某一状况的能力 The English dictionary says an insight is
2、the power or act of seeing into a situation. 中文字典说，洞察是洞悉事物原委的观察 The Chinese dictionary says,“Don Cha” is a sharp observation that see through the surface of something.,See through,什么是“消费者洞察”?,你观察到消费者生活里的一些素材或想法 它们是 Relevant distinctive or similar? Is it Famous,new,traditional? Local,cultural,interna
3、tional? What do people already know/ feel about us? What trend/issues/topics are we or could we be linked to? What entertainments do we fit in with? What is at stake for consumers to change brands? Is advertising for the category distinctive or similar in strategy,execution? What is its tone of voic
4、ed? Are there any elements in our advertising history which are positively or negatively associated with us?,创意发展调查的角色Role of creative development research,确认哪一种创意途径，将此洞察的潜能发挥到极致 To identify which creative route maximises the potential of the insight 概念(adcepts) 脚本(scripts/storyboards) 通常在“洞察”已出现后，才
5、举行 Normally done after insight has been found,So, how do you translate an insight into a Big Idea?,有两种类型的大创意Two Types Of big idea,执行性的大创意 big executional ideas 策略性的大创意 big strategic ideas,相应也有两种类型的消费者洞察Two types of insight,两种类型的消费者洞察Two types of insight,对消费者生活中与产品类 / 品牌相关的观察，从而导致形成一个独特的，强而有力的创意执行 Ob
6、servations about my life in relation to the category/brand that lead to powerful individual executions,A Classic Example : Impulse,Female body spray brand founded on red roses and romance in the 1970s “men cant help acting on impulse” when a beautiful girl breezes by However, 1990s girl power means
7、women no longer accept being shown as passive recipients of male attention prepared to take the initiative,Need to find a delicate balance between being true to the brand (recipient of attention) and true to consumer (deliberately attracting attention),一个例子：Impulse,70年代开始出现一些基于roses和浪漫的女性用体香剂品牌 洞察:“
8、当美丽的女孩从身边一阵风走过时，男人都禁不住会即时起反应” 然而，九十年代的女性魅力意味着女人不再愿意被看作出被动地接受男人的注意 她们准备采取主动,需要在接受注意（品牌的真实）和有意地吸引注意 （消费者的真实）之间找到微妙的平衡,Some More Examples : Skincare,“Each new wrinkle reminds me of how much more I want to do with my life”,“When my pores are small I wont mind if you stare at me - even close up”,“First i
9、mpressions count, and blackheads count against you.”,“I cant change my age on my identity card, but I can control how old I look”,“When I look at myself, I wish my eyes had a soft-focus lens ”,“By mid-afternoon, people can see their faces reflected on my nose”,“Why do I have to be a prisoner of the
10、sun I dont want to be completely covered in armour whenever I go out”,两种类型的洞察 Two Types Of Insight,对消费者生活与产品类 / 品牌相关的观察，从而能导致形成一个强有力的创意执行Observations about my life in relation to the category that lead to powerful individual executions 一个“Missing Link”，它能导致建立一个新的策略性品牌定位创意 A missing link which establ
11、ishes a new strategic brand positioning idea,某些“Missing Link”洞察的规律 Some Laws Of Missing Link Insights,它们让没有关联的事情之间建立联系 They make the disconnected connect 它们不是真正的“发现” They are not true discoveries “You invent nothing. You rediscover what you have forgotten” Socrates “Discovery is seeing what everybod
12、y has seen and thinking what nobody has thought” German idiom 它们在品牌和消费者之间建立起真正的共鸣关系 They establish a real complicity between the advertiser and the consumer,四种类型 “Missing Link”Four Groups Of Missing Link,1.关于人的 Tapping into what turns people on culturally, communally or individually,Bank Of China -
13、Singapore,To young Singaporean Chinese, Bank of China was seen as the establishment bank for old-style Chinese young Singaporeans are highly cosmopolitan; yet they still revere traditional Chinese wisdom and imagery, and the way Chinese do business By appealing to this cultural other side, Bank of C
14、hina successfully brought young Chinese into its franchise,三菱拖拉机 泰国Mitsubishi Tractors-Thailand,In rural Thailand, institutional authority is regarded with disdain the army and police force are routinely ridiculed for their incompetence in the local bars and clubs Belief in widespread corruption and
15、 cronyism leads to an acute sense of self-dependence,Creating a concept of a superfarmer marries the two themes perfectly, and forges a sense of tribal identity,British Telecom - Britain,To men, the phone is an instrument to deliver precise messages with a clear purpose : means to an end lack of emo
16、tional gratification perceive women to chat aimlessly Habitually pay the bills, and perceive them to be higher than they actually are causes acute resentment / guilt in both sexes, and less usage,Teach men to respect womens approach to the telephone, and view the act of phoning as giving pleasure : an end in itself,2. 关于产品的 Reinterpreting the way a product attribute is presented,四种类型 “Missing Link”Four Groups Of Missing Link,Volvo 850 - Britain,Brand franchise built on saf
