奥美消费者洞察098.ppt

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1、消费者洞察Insights,什麽是消费者洞察?What is an insight?定义,什麽是消费者洞察?What is an insight?定义,什麽是好的消费者洞察?What makes a good insight?,什麽是消费者洞察?What is an insight?定义,什麽是好的消费者洞察?What makes a good insight?,如何得出好的消费者洞察?How to get them?,消费者洞察是.An Insight Is.,?,消费者洞察是.An Insight Is.,英文字典说，Insight是看清/看入某一状况的能力The English dict

2、ionary says an insight is 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,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,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(unexploit

3、ed)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!”,春天的故事,春天的故事,我是个瞎子I am blind.,春天的故事,我是个瞎子I am blind.,现在是春天，而我是个瞎子This is spring,and I am blind.,洞察力，就是找到“春天的意思”的能力,Instinct,Instinct,It feels right,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

4、说出来过!”“我从没有这样过.但是这就是我的感觉”Someones touched my heart.,(2)有深度，不只是浮面的(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 Insight,(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

5、一天大，好像有 一天会长满我的脸!”,观察什麽是好的消费者洞察Observations:What Makes A Good Insight,(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,(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,某些

6、情感，在某种情境之下特别感人,(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,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，才能达到商业的目的,(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(Sudden Awareness)最令人永生难

7、忘,(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(Sudden Awareness)最令人永生难忘,在某些关键时刻，你会了解自己人生的某些基本事实,(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.”VS.“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 Insight,(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 Insight,如何得到消费者洞察How to get them,Observation-观察力Creativity-创造力,福尔摩斯观察法,反面人,阶梯教室,连坐法,+,