消費者洞察分析報告

消費者洞察

ConsumerInsight

JamesWongNovember1998消費者洞察分析報告第1頁什么是消費者洞察? Whatisaninsight?為何我們需要消費者洞察？ Whyweneedinsight?什么是好消費者洞察？

Whatmakesagoodinsight?怎樣得出好消費者洞察？ Howtogetinsight?

消費者洞察分析報告第2頁消費者洞察是..…AnInsightis…..?消費者洞察分析報告第3頁

洞察是…AnInsightIS…

英文字典說，Insight是看清/看入某一情況能力 TheEnglishdictionarysaysaninsightisthepoweroractofseeingintoasituation.漢字字典說，洞察是「洞悉事物原委觀察」 TheChinesedictionarysays,“DonCha”isasharpobservationthatseethroughthesurfaceofsomething.消費者洞察分析報告第4頁Seethrough消費者洞察分析報告第5頁什么是“消費者洞察”?你觀察到消費者生活里一些素材或想法它們是"Relevant&Unexploited"消費者洞察分析報告第6頁消費者洞察是…

Whatisaconsumerinsight?消費者對品牌或產(chǎn)品或該類別習慣、態(tài)度，可在廣告?zhèn)鬏斨欣脕砑ぐl(fā)消費者，使他/她動心Aconsumerhabitorattitudetotheproduct,thebrand,orthecategorythatismotivatingandleverageincopy.在今日，只利用產(chǎn)品特征通常無法形成差異，激發(fā)消費者選擇Productattributesoftennolongersufficienttodifferentiateormotivatechoice.消費者洞察分析報告第7頁消費者洞察是…

AConsumerInsightIS...一個突然覺醒(Asuddenawareness)某時刻，或某一剎那間了解(Amoment,oraflashofunderstanding)

請注意：一個產(chǎn)品或品牌能夠引發(fā)許多、許洞察—主要是怎樣去分辨最具相關性最具激發(fā)力洞察(Caution:Aproductorabrandcangeneratemanyinsights-thetrickistoidentifytheinsightthatisthemostrelevantandmotivating.)消費者洞察分析報告第8頁它必需有顯著相關性(relevant)才能讓許多人說“感同身受”它必需無人觸及過(unexloited)才能讓消費者說“那就是我感覺！ 沒有些人用這種方法說出來過！”才不會讓消費者說“陳腔濫調(diào)”

消費者洞察是...消費者洞察分析報告第9頁春天故事TheStoryofSpring

消費者洞察分析報告第10頁春天故事TheStoryofSpring

我是個瞎子Iamblind.消費者洞察分析報告第11頁春天故事TheStoryofSpring

我是個瞎子Iamblind.現(xiàn)在是春天，而我是個瞎子Thisisspring,andIamblind.消費者洞察分析報告第12頁洞察力，就是找到“春天意思”能力消費者洞察分析報告第13頁Instinct消費者洞察分析報告第14頁InstinctItfeelsright消費者洞察分析報告第15頁出色廣告必定因應一個

清楚消費者洞察而生

Brilliantadvertisingmustbedevelopedaroundaconsumerinsight.為何？WhyWhyConsumerinsightissoimportant消費者洞察分析報告第16頁利用消費者洞察而產(chǎn)生廣告

Adsthatleverageconsumerinsights與你相關(relate)與你連心(connect)讓你投入(involve)給你動機(motivate)洞察力能驅(qū)動廣告相關性insightsdriverelevanceofads消費者洞察分析報告第17頁消費者洞察及創(chuàng)意簡報

Consumerinsightsandthecreativebrief具相關性洞察是聯(lián)絡產(chǎn)品特征，品牌承諾及定位陳說最正確橋梁。它也是創(chuàng)意簡報中驅(qū)動元素Relevantinsightsarethebridgeorlinkbetweentheproductattributes,productorbrandpromiseandtheproposition,ortriggerinthecreativebrief.一份創(chuàng)意簡報能夠詳述主要消費者洞察，以及洞察怎樣導到產(chǎn)品定位及按紐Agoodcreativebriefwillalwaysdescribethekeyconsumerinsight,andwillleadfromthattotheproposition/button.消費者洞察分析報告第18頁黃頁電話簿YellowPages美國(US)只展現(xiàn)黃頁電話簿怎樣被使用，在家里會怎樣用它SimplyreflectshowYPareused,whathappenstoitinthehouse.消費者洞察分析報告第19頁黃頁電話簿

YellowPages英國(UK)了解人們只在碰到生活中一些討厭事時，才會用電話簿，但用較含有相關性及激發(fā)力方式展現(xiàn)出來，經(jīng)過訴求：黃頁也能夠讓你了解在生活中較令人可喜層面。廣告激起了極佳商業(yè)結果RecognizesthefactthatpeopleonlyuseYPforthenastythingsinlife-butleveragesthisinsightinamorerelevantandmotivatingway,bysayingthatYPisthereforthemorepleasantthingsinlifetoo.CommercialgeneratedexcellentbusinessresultsforYP.消費者洞察分析報告第20頁黃頁—英國版創(chuàng)意簡報

YellowPages-UKCreativeBrief產(chǎn)品是什么？黃頁上統(tǒng)計全部本區(qū)能夠找到商業(yè)服務YPisalistingofallcommercialservicesthatareavailableinyouarea.消費者：大部分人除非有急事，不然極少想到使用黃頁Aboutthetargetaudience…mostpeopleneverthinktousetheircopyofYPunlesstheyhaveanemergencyinthehouse.定位/按紐…黃頁在你身邊，也能夠幫助您做許多“生命中美好事物”Proposition/Button…ThecompaniesinYPcanhelpyouwithsomeofthenicerthingsinlifetoo!消費者洞察分析報告第21頁消費者洞察及創(chuàng)意簡報

Consumerinsightsandcreativebrief為何尋找消費者洞察是創(chuàng)意策略發(fā)展過程中主要挑戰(zhàn)？Whyshouldidentifyingtheconsumerinsightbethecriticalchallengeofacopydevelopmentstrategy?對準焦點在創(chuàng)意發(fā)展過程(itfocusescreativedevelopment)“相關性”回應而生(itdrivesrelevance)節(jié)約時間—第一次就做對！(savestime-rightfirsttime!)消費者洞察分析報告第22頁消費者洞察目標

Objectivesofaconsumerinsight提出對消費者了解精華能夠引發(fā)一個單純簡報以及卓然出眾,含有關聯(lián)性創(chuàng)意作品,洞察是:Topickthekeynuggetofconsumerunderstandingthatwillleadtoasinglemindedbriefandoutstanding,relevantcreativework.Insightsare:單純(singleminded)激發(fā)人心/可執(zhí)行(motivatingandactionable/executionable)長線或短線(longtermorshortterm)情感或理性(emotionalorrational)消費者洞察分析報告第23頁消費者洞察…

ConsumerInsights...來自特定消費群derivefromandworkagainstdefined,specifictargetaudiences當廣告意圖改變行為/鼓舞行動時,角色益發(fā)舉足輕重haveagreatrolewhenadvertisingistryingtochange/encouragebehavior當廣告只是想增加著名度或宣告某訊息時,就沒有太主要角色havealesserroleiftheadvertisingisjustawareness/announcement消費者洞察分析報告第24頁判斷消費者洞察

JudgingInsights怎么知道洞察好不好?(Howdoyouknowwhenaninsightisgood?)感覺上對(Theyfeelright)消費者也同意(Consumersagreewiththem)符合這個品牌，并能提升它(Theyfitthebrandandupliftit)“判斷”和“直覺”最主要(JudgmentandIntuitionarecriticalinidentifyinginsights)只要能分辨出來，就能夠利用深入調(diào)查來證實(Onceidentifiedtheycanbecorroboratedinfurtherresearch)消費者洞察分析報告第25頁

什麼是好消費者洞察？

WhatMakesAGoodInsight?令觀者投入(beinvolving)“它真了解我，說得太貼切了”“我從沒有這么過不過這就是我感覺”“Someone'stouchedmyheart.”消費者洞察分析報告第26頁有深度，不只是浮面(Havedepth,andnotbefrivolous)

看穿水面

不只是去重復消費者表面行為，還要有看穿表面能力什麼是好消費者洞察？

WhatMakesAGoodInsight?消費者洞察分析報告第27頁可得到普遍大眾共鳴，而不是去夸大一個人觀感(widelyshared,notanexaggeratedperspectiveofoneperson)例子∶ “第一印象最主要，尤其在一些主要時刻” “我以為臉上粉刺一天比一天大，好像有一天會長滿我臉”什麼是好消費者洞察？

WhatMakesAGoodInsight?消費者洞察分析報告第28頁能連結產(chǎn)品利益點及情感需求(connectproductbenefitstoemotionalneeds)只有情感 濫情一些情感，在某種情境之下尤其感人情感必須能與產(chǎn)品現(xiàn)實面相連，才能達到商業(yè)目標

什麼是好消費者洞察？

WhatMakesAGoodInsight?消費者洞察分析報告第29頁觸及某種關鍵時刻(MomentofTruth)

突然覺醒(SuddenAwareness)最令人永生難忘什麼是好消費者洞察？

WhatMakesAGoodInsight?消費者洞察分析報告第30頁觸及某種關鍵時刻(MomentofTruth)

什麼是好消費者洞察？

WhatMarksAGoodInsight?突然覺醒(SuddenAwareness)最令人永生難忘

在一些關鍵時刻，你會了解自己人生某些基本事實，才能到達商業(yè)目標消費者洞察分析報告第31頁不只是一個類比，或巧妙比喻(metaphor)(notjustananalogyornicelyphrasedmetaphor)

“每到下午時候，周圍人幾乎能夠在我鼻子上看見他們倒影” VS. “我臉油得像煎蛋一樣”什麼是好消費者洞察？

WhatMarksAGoodInsight?消費者洞察分析報告第32頁釋放創(chuàng)意可能性，而不是限制創(chuàng)意展現(xiàn)(OpenupawarenessforCreatives,notrestrictthemtoapre-definedidea)

什麼是好消費者洞察？

WhatMarksAGoodInsight?消費者洞察分析報告第33頁怎樣得到“消費者洞察”

Howtogetthem

Observation-觀察力 Creativity- 創(chuàng)造力消費者洞察分析報告第34頁觀察力與人談話，觀察人生Ithastodowithtalkingto,andwatchinghumanbeings,orconsumers.消費者洞察分析報告第35頁巧克力消費者洞察是如此產(chǎn)生

Theinsightforchocolateswasgenerated

在會議室里(inaconferenceroom)創(chuàng)意人員和很多部門組員(bycreativesandotherpersonnelwhowerealsoconsumers)對他人觀察及知道趣事(viaobservationandanecdotes)把最棒吃掉，剩下才分掉！EATTHEBEST,ANDSHARETHEREST!消費者洞察分析報告第36頁消費者洞察本質(zhì)

Thenatureofconsumerinsights如此簡單，卻難以尋覓Sosimpletorecognize,butsodifficulttofind!怎樣找到？Howtofindinsights?怎樣選擇正確而又有潛力？Howtochoosetherightinsights,withthemostpotential?消費者洞察分析報告第37頁怎樣尋找有用消費者洞察

Howtofindleverageinsights?質(zhì)化調(diào)查(QualitativeResearch)專門調(diào)查(DedicatedResearch)觀察自己和周圍人群！observationsofselfandfellow‘consumer’beings!消費者洞察分析報告第38頁利用調(diào)查尋找消費者洞察消費者洞察分析報告第39頁我們在尋找什么？

Whatarewelookingfor?人性行為一個層面anaspectofhumanbehavior從消費者與該類別、產(chǎn)品，以及品牌關系衍生而來！springingformtheconsumerrelationshipwiththecategory,theproductorthebrand高度相關，高度激發(fā)，定以主導廣告創(chuàng)意thatissufficientlyrelevantandmotivatingtodrivetheadvertisingidea消費者洞察分析報告第40頁消費者洞察調(diào)查…

Consumerinsightresearch...解構消費者與下列項目關系deconstructstheconsumer’srelationshipwith品牌(thebrand)競爭品牌(competitors’brands)產(chǎn)品(theproduct)類別(thecategory)消費者洞察分析報告第41頁消費者洞察調(diào)查…

Consumerinsightsresearch...對特定目標對象進行調(diào)查Researchamongstdefinedtargetaudience引發(fā)消費者討論與互動，利用Stimulatediscussionandinteractionwithconsumersvia產(chǎn)品認知圖(productmappings)該品牌或競爭者廣告(brandandcompetitiveadvertising)品牌認知圖/聯(lián)想/擬人化(brandmappings/associations/personification階梯式“漸層”技巧(ladderingtechniques)概念及定位(conceptsandpositioningwork)刺探關系及情感Probeforrelationshipsandfeelings消費者洞察分析報告第42頁幫助以引發(fā)洞察好問題...產(chǎn)品用什么做？從哪來？誰做？怎么做？到何處去買？獨特/日常在市面上多久了？常在哪看到？第一次看到它是什么時候？使用誰買？誰用？在購置使用前、中、后，他們腦子想些什么？其它人看得到他們購置/使用嗎？大部分人或極少人購置使用什么樣人用？何時？何處？為何用？產(chǎn)品使用結合了什么樣價值觀，理想或情感？可能牽涉什么樣趨勢或議題？品牌環(huán)境多或少；突出或相同？有名氣？新不新？是不是很傳統(tǒng)？本土化？有文化？國際性？人們對我們現(xiàn)有認知或感覺為何？我們可能能夠和什么樣趨勢，議題或話題相結合消費者轉(zhuǎn)換品牌賭注是什么？在這類別廣告是否凸出？或者在策略，執(zhí)行上都是相同？說話語氣為何？我們過去廣告里，有何正面/負面聯(lián)想消費者洞察分析報告第43頁Questionsthathelptogenerateinsights...TheProductWhatisitmadefrom?Wheredoesitcomefrom?Whomade/makesit?Howisitmade?Wherecanyoubuyit?Isitexclusive/commonplace?Howlonghasitbeenavailable/madethesamewayetc.?Wheredoyouseeit?Howdoyoufirstdiscoverit,learnaboutit?UsingitWhobuysit?Whoconsumesit?Whatgoesthroughtheirheadsbefore,duringandafterbuying/usingit?Doothersseethembuy/consumeit?Domost/fewpeoplebuy/useit?Whatkindofpeopleuseit?When,where,why,etc.?Whatelsedotheytypicallybuy?Howdoesitfitintotheirpersonal,social,roles/relationships?Withwhatvalues,aspirations,emotionsdoesitconnect?Whattrendsandissuesare/couldbeinvolved?BrandEnvironmentLotsorfew;distinctiveorsimilar?IsitFamous,‘new’,traditional?Local,cultural,international?Whatdopeoplealreadyknow/feelaboutus?Whattrend/issues/topicsareweorcouldwebelinkedto?What‘entertainments’dowefitinwith?Whatisatstakeforconsumerstochangebrands?Isadvertisingforthecategorydistinctiveorsimilarinstrategy,execution?Whatisitstoneofvoiced?Arethereanyelementsinouradvertisinghistorywhicharepositivelyornegativelyassociatedwithus?消費者洞察分析報告第44頁創(chuàng)意發(fā)展調(diào)查角色

Roleofcreativedevelopmentresearch確認哪一個創(chuàng)意路徑，將此洞察潛能發(fā)揮到極致Toidentifywhichcreativeroutemaximisesthepotentialoftheinsight概念(adcepts)腳本(scripts/storyboards)通常在“洞察”已出現(xiàn)后，才舉行Normallydoneafterinsighthasbeenfound消費者洞察分析報告第45頁So,howdoyou

translateaninsightinto

aBigIdea?消費者洞察分析報告第46頁有兩種類型大創(chuàng)意

TwoTypesOfbigidea執(zhí)行性大創(chuàng)意bigexecutionalideas策略性大創(chuàng)意bigstrategicideas對應也有兩種類型消費者洞察Twotypesofinsight消費者洞察分析報告第47頁兩種類型消費者洞察

Twotypesofinsight對消費者生活中與產(chǎn)品類/品牌相關觀察，從而造成形成一個獨特，強而有力創(chuàng)意執(zhí)行

Observationsaboutmylifeinrelationtothecategory/brandthatleadtopowerfulindividualexecutions消費者洞察分析報告第48頁AClassicExample:ImpulseFemalebodyspraybrandfoundedonredrosesandromanceinthe1970’s“mencan’thelpactingonimpulse”whenabeautifulgirlbreezesbyHowever,1990’s‘girlpower’meanswomennolongeracceptbeingshownaspassiverecipientsofmaleattentionpreparedtotaketheinitiativeNeedtofindadelicatebalancebetweenbeingtruetothebrand(recipientofattention)andtruetoconsumer(deliberatelyattractingattention)消費者洞察分析報告第49頁一個例子：Impulse70年代開始出現(xiàn)一些基于roses和浪漫女性用體香劑品牌洞察:“當漂亮女孩從身邊一陣風走過時，男人都禁不住會即時起反應”然而，九十年代女性魅力意味著女人不再愿意被看作出被動地接收男人注意她們準備采取主動需要在接收注意（品牌真實）和有意地吸引注意（消費者真實）之間找到微妙平衡消費者洞察分析報告第50頁SomeMoreExamples:Skincare“EachnewwrinkleremindsmeofhowmuchmoreIwanttodowithmylife”“WhenmyporesaresmallIwon’tmindifyoustareatme-evencloseup”“Firstimpressionscount,andblackheadscountagainstyou...”“Ican’tchangemyageonmyidentitycard,butIcancontrolhowoldIlook”“WhenIlookatmyself,Iwishmyeyeshadasoft-focuslens”“Bymid-afternoon,peoplecanseetheirfacesreflectedonmynose”“WhydoIhavetobeaprisonerofthesun…Idon’twanttobecompletelycoveredinarmourwheneverIgoout”消費者洞察分析報告第51頁兩種類型洞察

TwoTypesOfInsight對消費者生活與產(chǎn)品類/品牌相關觀察，從而能造成形成一個強有力創(chuàng)意執(zhí)行Observationsaboutmylifeinrelationtothecategorythatleadtopowerfulindividualexecutions一個“MissingLink”，它能造成建立一個新策略性品牌定位創(chuàng)意A‘missinglink’whichestablishesanewstrategicbrandpositioningidea消費者洞察分析報告第52頁一些“MissingLink”洞察規(guī)律

SomeLawsOf‘MissingLink’Insights它們讓沒相關聯(lián)事情之間建立聯(lián)絡Theymakethedisconnectedconnect它們不是真正“發(fā)覺”Theyarenottrue‘discoveries’“Youinventnothing.Yourediscoverwhatyouhaveforgotten”[Socrates]“Discoveryisseeingwhateverybodyhasseenandthinkingwhatnobodyhasthought”[Germanidiom]它們在品牌和消費者之間建立起真正共鳴關系Theyestablisharealcomplicitybetweentheadvertiserandtheconsumer消費者洞察分析報告第53頁四種類型“MissingLink”

FourGroupsOf‘MissingLink’

1.關于人Tappingintowhatturnspeopleonculturally,communallyorindividually消費者洞察分析報告第54頁BankOfChina-SingaporeToyoungSingaporeanChinese,BankofChinawasseenastheestablishmentbankfor‘old-style’ChineseyoungSingaporeansarehighlycosmopolitan;yettheystillreveretraditionalChinesewisdomandimagery,andthewayChinese‘dobusiness’Byappealingtothiscultural‘otherside’,BankofChinasuccessfullybroughtyoungChineseintoitsfranchise消費者洞察分析報告第55頁三菱拖拉機—泰國

MitsubishiTractors-ThailandInruralThailand,institutionalauthorityisregardedwithdisdainthearmyandpoliceforceareroutinelyridiculedfortheirincompetenceinthelocalbarsandclubsBeliefinwidespreadcorruptionandcronyismleadstoanacutesenseofself-dependenceCreatingaconceptofa‘superfarmer’marriesthetwothemesperfectly,andforgesasenseof‘tribal’identity消費者洞察分析報告第56頁BritishTelecom-BritainTomen,thephoneisaninstrumenttodeliverprecisemessageswithaclearpurpose:meanstoanendlackofemotionalgratificationperceivewomentochat‘a(chǎn)imlessly’Habituallypaythebills,andperceivethemtobehigherthantheyactuallyarecausesacuteresentment/guiltinbothsexes,andlessusageTeachmentorespectwomen’sapproachtothetelephone,andviewtheactofphoningasgivingpleasure:anendinitself消費者洞察分析報告第57頁2.關于產(chǎn)品Reinterpretingthewayaproductattributeispresented四種類型“MissingLink”

FourGroupsOf‘MissingLink’

消費者洞察分析報告第58頁Volvo850-BritainBrandfranchisebuilton‘safety’;butwanttolaunchahigh‘performance’saloon‘safety’isveryboringtonewcategorytargetwhoenjoythethrillofmotoringOppositeendsofthepositioningspectrumcreateadifficultparadox

Resolveparadoxbyexaggeratingbothendsofthespectrum:thosepeoplewhovalue‘safety’mostarethosewho(haveto)takethemostrisksinlife!消費者洞察分析報告第59頁亞洲油化—印度

AsianPaints-IndiaPaintbrightensuphomeseverywhereHowever,inIndia(apoorcountry),painttakesonanadditionalrelevanceasasymbolofprosperityqualityofhome=qualityoflifeIdentifywiththemythof‘overflowingmilk’tohighlightthequalityofthepaint,andmakeitanindeliblepartofthecelebrationofwealth消費者洞察分析報告第60頁BUPA-BritainPrivatehealthcareadvertisingcharacterizedby‘smilingfacesintherecoveryward’AttitudestoBUPAhighlypositive,butsalesunder-performingclaimedusagepeopleonlythinkoftheirhealthwhentheyareill(butBUPAisan‘insurance’product&canonlybeboughtwhenyouarehealthy!)Ratherthanfocuson‘cure’,createanotionof‘positivehealthcare’-encouragepeopletovaluetheirbodiesmore(abitlikeatreasuredmotorcarthatneedsregularservicing)消費者洞察分析報告第61頁四種類型“MissingLink”

FourGroupsOf‘MissingLink’

3.關于問題outmanoeuveringaproblembyillustratingaalternativesolution消費者洞察分析報告第62頁黃油協(xié)會—英國

ButterCouncil-BritainForyearsbutterwaslosingouttospreadsonkeydiscriminatorsofconvenience,healthandpriceitskeypositive,taste,rankedonlyfourthByaddressingitsnegatives,theButterCouncilmerelyreinforcedpeople’sperceptionsyoucan’tuselogictoovercomeanentrenchedrationalnegativeRepositioningbutteras‘oneoflife’ssimplepleasures’raisedtheimportanceof‘taste’,andswitchedconsumerevaluationtoemotionalissues消費者洞察分析報告第63頁WWFTigerConservation-OverseasChineseInAsiaConservationadvertisingtraditionallyfocusesonirresponsible/greedyhumanactionfutilityofthedesecrationinimprovingqualityoflife消費者洞察分析報告第64頁WWFTigerConservation-OverseasChineseInAsiaConservationadvertisingtraditionallyfocusesonirresponsible/greedyhumanactionfutilityofthedesecrationinimprovingqualityoflifeBut,littleimpressiononoverseasChinesetraditionalmedicineimportantpartoftraditionalculturequalityofhumanlifemoreimportantthansparinganimallifeWorkwiththe‘logic’(notagainstit)bypointingouthowthelossofthetigerwouldimpoverishthelivesoftheirchildren!消費者洞察分析報告第65頁Thetigerprotectsyourchild.Butwhowillprotectthetiger’schild?消費者洞察分析報告第66頁Thetigerprotectsyourchild.Butisthetiger’schildwalkingontheroadtooblivion?消費者洞察分析報告第67頁Thetigerprotectsyourchild.Butwhowillhelpsecurethefutureofthetiger’schild?消費者洞察分析報告第68頁四種類型“MissingLink”

FourGroupsOf‘MissingLink’

4.關于承諾changingthenatureofabrandpropositiontomakeitseem‘bigger’消費者洞察分析報告第69頁IBM互聯(lián)網(wǎng)—日本

IBMInternet-JapanFortheNaganoOlympicsIBMintroduceda24hour,globalnewsupdateontheinternetmainadvantageiscoverageofallsports/participantsHowever,secondaryadvantageoftheinteractivenatureofinternetprovedthe‘killerapp’creatingadialoguebetweenathletesand‘supporters’Creatinga‘pen-pal’serviceencouragedordinaryJapanesetofollowthefortunesoftheiradoptedathletes(fromtrai