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1、USING RESEARCH TO FINDCONSUMER INSIGHTS利用调查寻找消费者洞察,O distinctive or similar? Where does it come from?Who consumes it?Is it Famous, new, traditional? Who made/makes it?What goes through their heads before,Local, cultural, international? How is it made? during and after buying/using it?What do people
2、already know/feel Where can you buy it?Do others see them buy/consume it? about us? Is it exclusive/commonplace?Do most/few people buy/use it?What trend/issues/topics are we or How long has it been available/What kind of people use it? Could we be linked to? made the same way etc.?When, where, why,
3、etc.?What entertainments do we fit in with? Where do you see it?What else do they typically buy?What is at stake for consumers to change How do you first discover it,How does it fit into their personal, Brands? Learn about it? social, roles/relationships?Is advertising for the category distinctive o
4、r With what values, aspirations, Similar in strategy, execution? emotions does it connect?What is its tone of voiced? What trends and issues are/could Are there any elements in our advertising be involved? history which are positively or negatively associated with us?,帮助引发洞察的好问题.,产品使用品牌环境 用什麽做的?谁买?多
5、或少;突出或相似? 从哪来?谁用?有名气?新不新?是不是很传统? 谁做的?在购买使用前、中、後，本土化?有文化的?国际性的? 怎麽做?他们脑子想些什麽?人们对我们既有的认知或感觉为何? 到何处去买?其他人看得到他们购买我们可能可以和什麽样的 独特/平常/使用吗?趋势,议题或话题相结合 在市面上多久了?大部份人或很少人购买使用消费者转换品牌的赌注是什麽? 常再哪看到?什麽样的人用?在此类别的广告是否凸出?或者在策略,执行上都是相似的? 第一次看到它是麽时候? 何时?何处?为什麽用?说话的语调为何? 产品使用结合了什麽样的我们过去广告里,有何正面/负面的联想 价值观,抱负或情感? 可能牵涉什麽样的
6、趋势或议题?,Objectives of a consumer insight消费者洞察的目的,To pick the key nugget of consumer understanding that will lead to a single minded brief and outstanding, relevant creative work. Insights are: 撷取对消费者了解的菁华能够引发一个单纯的简报以及卓然出众，具有关联性的创意作品，洞察是: single minded 单纯 motivating and actionable/executionable 激发人心/可
7、执行的 long term or short term 长线或短线 emotional or rational 情感或理性的,Insights .洞察 .,derive from and work against defined, specific target audiences 来自特定的消费群 have a greater role when advertising is trying to change/encourage behaviour 当广告意图改变行为/鼓舞行动时时，角色益发举足轻重 have a lesser role if the advertising is just
8、awareness/announcement 当广告只是想增加知名度或宣布某讯息时，就没有太重要的角色,Judging Insights判断消费者洞察,How do you know when an insight is good? 怎麽知道洞察好不好? they feel right 感觉上对 consumers agree with them 消费者也同意 they fit the brand and uplift it 符合这个品牌，并能提升它 JUDGMENT AND INTUITION are critical in identifying insights 判断和直觉最重要 onc
9、e identified they can be corroborated in further research 只要能分辨出来，就可以利用进一步的调查来证实,Role of creative development research创意发展调查的角色,To identify which creative route maximises the potential of the insight 确认哪一种创意途径，将此洞察的潜能发挥到极致 concepts 概念 scripts/storyboards 脚本 Normally done after insight has been found
10、 通常在洞察已出现後，才举行,Range Rover insight .Range Rover 的洞察,not about status or prestige, but about the driving experience 无关地位,权责,而是驾驶的经验 but not about over-seeing, superiority, arrogance, not from a practical view point, not earthly, not mundane or everyday, not even related to cars 无关炫耀，优越感，傲慢，不是从实用的角度;不脚踏实地，不平易近人- 甚至与车子无关 about an emotion or a feeling - a feeling of perspective, of confidence, a feeling that comes from seeing from a secure vantage point 事关一种情感/情绪:有眼界，有未来，从一个安全点观看全局的感受,
