《消费者洞察》由会员分享，可在线阅读，更多相关《消费者洞察（28页珍藏版）》请在金锄头文库上搜索。
1、O & MRef: TN/CR/INSIGHTS/rc1消费者洞察 InsightsJean LinJean Lin September 1998September 1998天马行空官方博客：http:/ ；QQ:1318241189；QQ群：175569632O & MRef: TN/CR/INSIGHTS/rc2n 什麽是消费者洞察? What is an insight? 定义O & MRef: TN/CR/INSIGHTS/rc3n 什麽是消费者洞察? What is an insight? 定义n n 什麽是好的消费者洞察什麽是好的消费者洞察? ? What makes a good
2、 insight?What makes a good insight?O & MRef: TN/CR/INSIGHTS/rc4n 什麽是消费者洞察? What is an insight? 定义n n 什麽是好的消费者洞察什麽是好的消费者洞察? ? What makes a good insight?What makes a good insight?n n 如何得出好的消费者洞察如何得出好的消费者洞察? ? How to get them?How to get them?O & MRef: TN/CR/INSIGHTS/rc5消费者洞察是消费者洞察是An Insight Is .An Ins
3、ight Is . ?O & MRef: TN/CR/INSIGHTS/rc6消费者洞察是. An Insight Is .n 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 the power or act of seeing into a situation.n 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 somethi
4、ng.O & MRef: TN/CR/INSIGHTS/rc7See throughSee throughO & MRef: TN/CR/INSIGHTS/rc8洞察是.你观察到消费者生活里的一些素材或想法它们是“Relevant & Unexploited“O & MRef: TN/CR/INSIGHTS/rc9它必需有明显的相关性 (relevant) 才能让许多人说“感同身受”它必需无人触及过 (unexploited) 才能让消费者说“那就是我的感觉！ 没有人用这种方法说出来过!”才不会让消费者说“陈腔滥调!”O & MRef: TN/CR/INSIGHTS/rc10春天的故事O &
5、MRef: TN/CR/INSIGHTS/rc11春天的故事我是个瞎子 I am blind.O & MRef: TN/CR/INSIGHTS/rc12春天的故事我是个瞎子 I am blind.现在是春天，而我是个瞎子现在是春天，而我是个瞎子 This is spring, and I am blind.This is spring, and I am blind.O & MRef: TN/CR/INSIGHTS/rc13洞察力，就是找到洞察力，就是找到“春天的意思春天的意思”的能力的能力O & MRef: TN/CR/INSIGHTS/rc14InstinctInstinctO & MRe
6、f: TN/CR/INSIGHTS/rc15InstinctInstinctIt feels rightIt feels rightO & MRef: TN/CR/INSIGHTS/rc16观察什麽是好的消费者洞察 Observations: What Makes A Good Insight(1) 令观者投入 (be involving)“它真了解我，说得太贴切了” “那就是我的感觉! 没有人用这种方法说出 来过!” “我从没有这样过.但是这就是我的感觉 ”“Someones touched my heart.“O & MRef: TN/CR/INSIGHTS/rc17(2)有深度，不只是浮
7、面的 (have depth, and not be frivolous)看穿水面不只是去重复消费者表面的行为， 还要有看穿表面的能力观察什麽是好的消费者洞察 Observations: What Makes A Good InsightO & MRef: TN/CR/INSIGHTS/rc18(3) 可得到普遍大众的共鸣，而不是去夸大一 人的观感 (widely shared, not an exaggerated perspective of one person)例子 “第一印象最重要，特别在某些重要时刻 ” vs. “我觉得脸上的粉刺一天比一天大，好像 有 一天会长满我的脸!”观察什麽
8、是好的消费者洞察 Observations: What Makes A Good InsightO & MRef: TN/CR/INSIGHTS/rc19(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)观察什麽是好的消费者洞察 Observations: What Makes A Good Insight只有情感只有情感滥情滥情O & MRef: TN/CR/INSIGHTS/rc20(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)观察
9、什麽是好的消费者洞察 Observations: What Makes A Good Insight只有情感只有情感滥情滥情某些情感，在某种情境之下特别感人某些情感，在某种情境之下特别感人O & MRef: TN/CR/INSIGHTS/rc21(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)观察什麽是好的消费者洞察 Observations: What Makes A Good Insight只有情感只有情感滥情滥情某些情感，在某种情境之下特别感人某些情感，在某种情境之下特别感人情感必须能与产品现实面相连，才能达
10、到商情感必须能与产品现实面相连，才能达到商 业的目的业的目的O & MRef: TN/CR/INSIGHTS/rc22(5) 触及某种关键时刻 (Moment of Truth) (Identify with a MOT)观察什麽是好的消费者洞察 Observations: What Makes A Good Insight突然的觉醒突然的觉醒 (Sudden Awareness) (Sudden Awareness) 最令人永生最令人永生 难忘难忘O & MRef: TN/CR/INSIGHTS/rc23(5) 触及某种关键时刻 (Moment of Truth) (Identify wit
11、h a MOT)观察什麽是好的消费者洞察 Observations: What Makes A Good Insight突然的觉醒突然的觉醒 (Sudden Awareness) (Sudden Awareness) 最令人永生最令人永生 难忘难忘在某些关键时刻，你会了解自己人生的某些在某些关键时刻，你会了解自己人生的某些 基本事实基本事实O & MRef: TN/CR/INSIGHTS/rc24(6) 不只是一个类比，或巧妙的比喻 (not just an analogy or nicely phrased metaphor)“每到下午的时候，周围的人几乎可以在我 鼻子上看见他们的倒影.”V
12、S. “我的脸油得像煎蛋一样”观察什麽是好的消费者洞察 Observations: What Makes A Good InsightO & MRef: TN/CR/INSIGHTS/rc25(7) 释放创意的可能性，而不是限制创意的呈 现 (Open up awareness for Creatives, not restrict them to a pre-defined idea.)观察什麽是好的消费者洞察 Observations: What Makes A Good InsightO & MRef: TN/CR/INSIGHTS/rc26如何得到消费者洞察 How to get themObservation - Observation - 观察力观察力Creativity - Creativity - 创造力创造力O & MRef: TN/CR/INSIGHTS/rc27福尔摩斯观察法福尔摩斯观察法O & MRef: TN/CR/INSIGHTS/rc28反面人反面人阶梯教室阶梯教室连坐法连坐法+
