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1、USING RESEARCH TO FIND CONSUMER INSIGHTS 利用调查 寻找 消费者洞察,O&M China Planning Workshop Beijing 北京 2nd-4th May 1997,Brilliant advertising must be developed around a consumer insight. 杰出的广告必定因应著一个 清楚的消费者洞察而生,Why? 为什麽?,Ads that leverage consumer insights: 运用消费者洞察而产出的广告 relate(与你相关) connect (与你连心) involve(让
2、你投入) motivate(给你动机) INSIGHTS DRIVE RELEVANCE OF ADS 洞察力能驱动广告的相关性,What is a consumer insight? 什麽是“消费者洞察“,A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT, THE BRAND, OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE IN COPY 消费者对品牌或产品或该类别的习惯、态度，可在广告传播中运用来激发消费者，使他/她动心 Product attributes often no longer suf
3、ficient to differentiate or motivate choice 在今日，只运用产品特性通常无法形成差异，激发 消费者的选择。,An insight is . 消费者洞察是.,a sudden awareness 一种突然的觉醒 a moment, or a flash of understanding 某时刻，或某一刹那间的了解 CAUTION: A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant
4、and motivating. 请注意一个产品或品牌可以引发许多、许多的洞察 - 重要的是如何去分辨最具相关性及最具激发力的洞察。,Consumer insights and the creative brief 消费者洞察及创意简报,Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition, or trigger in the creative brief. 具相关性的洞察是联系产品特性品牌承诺及定位陈述的最佳桥梁。
5、它也是创意简报中的驱动元素(Trigger) A good creative brief will always describe state the key consumer insight, and will lead from that to the proposition/button. 一份创意简报可以详述主要的消费者洞察，以及洞察如何导到产品的定位及按扭。,Yellow Pages 黄页电话簿,Example 1 - US ad 例 1.- 美国 recognises the fact that people do not use YP, except for emergencie
6、s - and portrays that fact. An unmotivating, irrelevant use of insight. 了解除非在紧急事件时，否则不会有消费者会去翻阅 黄页 - 并且在广告中呈现这个事实 没有激发力，没有相关性的洞察. Example 2 - UK ad 例 2- 英国 recognises the fact that people only use YP for the nasty things in life - but leverages this insight in a more relevant and motivating way, by
7、saying that YP is there for the more pleasant things in life too. Commercial generated excellent business results for YP. 了解人们只在遇到生活中一些讨厌的事时，才会用电 话簿，但用激发较具相关性及激发力的方式呈现出来 ，先广告消费者黄页也可以让你了解在生活中较令人 可喜的层面。广告激起了极佳的商业结果,Yellow Pages-UK Creative Brief 黄页 - 英国版的创意简报,What is the product. YP is a listing of al
8、l commercial services that are available in you area 产品是什麽? 黄页上记录所有在本区可以找到的商业服务 About the target audience. most people never think to use their copy of YP unless they have an emergency in the house. 消费者大部分的人除非家有急事，否则很少想到去使用黄页 Proposition/Button. The companies in YP can help you with some of the nice
9、r things in life too! 定位/按扭黄页在你身边，也可以帮助您做许多“生命中的美好事物“,Why should identifying the consumer insight be the critical challenge of a copy development strategy? 为什麽寻找“消费者洞察“是创意策略发展过程中的重要挑战? it focuses creative development 对准焦点在创意发展的过程 it drives relevance “相关性“ 回应而生 saves time - right first time! 节省时间 - 第
10、一次就做对!,Where do insights come from? “消费者洞察从何处来“,It has to do with talking to, and watching human beings, or consumers. 与人谈话，观察人性,The insight for TWIST chocolates was generated TWIST 巧克力的消费者洞察是如此产生的 in a conference room 在会议室里 by creatives and other personnel who were also consumers 创意人员和很多别的部门的成员 via
11、 observation and anecdotes 对别人的观察及知道的趣事 EAT THE BEST, AND SHARE THE REST (SHOW COMMERCIAL FOR TWIST CHOCOLATES) 把最棒的吃掉，剩下的才分掉!,The nature of consumer insights 消费者洞察的本质,So simple to recognise, but so difficult to find! 如此简单，却难以寻觅! How to find insights? 如何找到 Insight? How to choose the right insights,
12、with the most potential? 如何选择正确而又有潜力的Insight?,HOW TO FIND LEVERAGABLE INSIGHTS? 如何寻找可资运用的消费者洞察?, QUALITATIVE RESEARCH 质化调查 DEDICATED RESEARCH 专门的调查 OBSERVATIONS OF SELF AND FELLOW CONSUMAN BEINGS! 观察自己和周遭的人群!,What are we looking for? 我们在寻找什麽?,an aspect of human behaviour 人性行为的一个层面 springing from the
13、 consumer relationship with the category, the product or the brand 从消费者与该类别、产品，以及品牌关系衍生而来! that is sufficiently relevant and motivating to drive the advertising idea 高度相关，高度激发，定以主导广告的创意idea.,Consumer insight research . 消费者洞察的调查.,. deconstructs the consumers relationship with . 解构消费者与下列项目的关系 the bran
14、d 品牌 competitors brands 竞争品牌 the product 产品 the category 类别,Research amongst defined target audience 对特定的目标对象进行的调查 Stimulate discussion and interaction with consumers via 引发消费者的讨论与互动，运用 product mappings (attributes and benefits) 产品认知图 brand and competitive advertising 该品牌或竞争者的广告 brand mappings/assoc
15、iations/personification 品牌认知图/联想/拟人化 laddering techniques 阶梯式“渐层“的技巧 concepts and positioning work 概念及定位 Probe for relationships and feelings 刺探关系及情感,Consumer insight research . 消费者洞察的调查.,Questions that help to generate insights.,The product Using it Brand Environment What is it made from? Who buys
16、it? Lots or few; 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 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 tren
