利用调查寻找消费者洞察

USINGRESEARCH

TOFIND

CONSUMERINSIGHTS

利用调查

寻找

消费者洞察O&MChinaPlanningWorkshopBeijing北京2nd-4thMay2002

Brilliantadvertisingmustbedevelopedaroundaconsumerinsight.

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?Adsthatleverageconsumerinsights:运用消费者洞察而产出的广告ˉrelate(与你相关)ˉconnect(与你连心)ˉinvolve(让你投入)ˉmotivate(给你动机)INSIGHTSDRIVERELEVANCEOFADS洞察力能驱动广告的相关性Whatisaconsumerinsight?

什麽是"消费者洞察"ACONSUMERHABITORATTITUDETOTHEPRODUCT,THEBRAND,ORTHECATEGORYTHATISMOTIVATINGANDLEVERAGABLEINCOPY

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

ˉ Productattributesoftennolongersufficientto differentiateormotivatechoice ˉ 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。Aninsightis...

消费者洞察是asuddenawareness

一种突然的觉醒amoment,oraflashofunderstanding

某时刻，或某一刹那间的了解

CAUTION:Aproductorabrandcangeneratemanyinsights-thetrickistoidentifytheinsightthatisthemostrelevantandmotivating.

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。Consumerinsightsandthecreativebrief

消费者洞察及创意简报Relevantinsightsarethebridgeorlinkbetweentheproductattributes,productorbrandpromiseandtheproposition,ortriggerinthecreativebrief.

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。它也是创意简报中的驱动元素(Trigger)Agoodcreativebriefwillalwaysdescribestatethekeyconsumerinsight,andwillleadfromthattotheproposition/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。YellowPages

黄页电话簿Example1-USad例1.--美国recognisesthefactthatpeopledonotuseYP,exceptforemergencies-andportraysthatfact.Anunmotivating,irrelevantuseofinsight. ˉ 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.Example2-UKad例2-英国recognisesthefactthatpeopleonlyuseYPforthenastythingsinlife-butleveragesthisinsightinamorerelevantandmotivatingway,bysayingthatYPisthereforthemorepleasantthingsinlifetoo.CommercialgeneratedexcellentbusinessresultsforYP. ˉ 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YellowPages-UKCreativeBrief

黄页--英国版的创意简报Whatistheproduct...

YPisalistingofallcommercialservicesthatareavailableinyouarea 产品是什麽?黄页上记录所有在本区可以找到的商业服务Aboutthetargetaudience...

mostpeopleneverthinktousetheircopyofYPunlesstheyhaveanemergencyinthehouse.

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...

ThecompaniesinYPcanhelpyouwithsomeofthenicerthingsinlifetoo!

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"Whyshouldidentifyingtheconsumerinsightbethecriticalchallengeofacopydevelopmentstrategy? 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?ˉitfocusescreativedevelopment

对准焦点在创意发展的过程ˉitdrivesrelevance "相关性"回应而生ˉsavestime-rightfirsttime!

节省时间-第一次就做对!Wheredoinsightscomefrom?

"消费者洞洞察从何何处来"Ithastodowithtalkingto,andwatchinghumanbeings,orconsumers.与人谈话话，观察察人性TheinsightforTWISTchocolateswasgeneratedTWIST巧克力的的消费者者洞察是是如此产产生的ˉinaconferenceroom在会议室室里ˉbycreativesandotherpersonnelwhowerealsoconsumers创意人员员和很多多别的部部门的成成员ˉviaobservationandanecdotes对别人的的观察及及知道的的趣事EATTHEBEST,ANDSHARETHEREST(SHOWCOMMERCIALFORTWISTCHOCOLATES)把最棒的的吃掉，，剩下的的才分掉掉!Thenatureofconsumerinsights消费者洞洞察的本本质Sosimpletorecognise,butsodifficulttofind!如此简单单，却难难以寻觅觅!ˉHowtofindinsights?如何找到到Insight?ˉHowtochoosetherightinsights,withthemostpotential?如何选择择正确而而又有潜潜力的Insight?HOWTOFINDLEVERAGABLEINSIGHTS?如何寻找找可资运运用的消消费者洞洞察?ˉQUALITATIVERESEARCH质化调查查ˉDEDICATEDRESEARCH专门的调调查ˉOBSERVATIONSOFSELFANDFELLOW'CONSUMAN'BEINGS!观察自己己和周遭遭的人群群!Whatarewelookingfor?我们在寻寻找什麽麽?anaspectofhumanbehaviour人性行为为的一个个层面springingfromtheconsumerrelationshipwiththecategory,theproductorthebrand从消费者者与该类类别、产产品，以以及品牌牌关系衍衍生而来来!thatissufficientlyrelevantandmotivatingtodrivetheadvertisingidea高度相关关，高度度激发，，定以主主导广告告的创意意idea.Consumerinsightresearch...消费者洞洞察的调调查......deconstructstheconsumer'srelationshipwith...解构消费费者与下下列项目目的关系系ˉthebrand品牌ˉcompetitors'brands竞争品牌牌ˉtheproduct产品ˉthecategory类别Researchamongstdefinedtargetaudience对特定的的目标对对象进行行的调查查Stimulatediscussionandinteractionwithconsumersvia引发消费费者的讨讨论与互互动，运运用ˉproductmappings(attributesandbenefits)产品认知知图ˉbrandandcompetitiveadvertising该品牌或或竞争者者的广告告ˉbrandmappings/associations/personification品牌认知知图/联联想/拟拟人化ˉladderingtechniques阶梯式"渐层"的技巧巧ˉconceptsandpositioningwork概念及定定位Probeforrelationshipsandfeelings刺探关系系及情感感Consumerinsightresearch...消费者洞洞察的调调查...Questionsthathelptogenerateinsights...TheproductUsingitBrandEnvironmentWhatisitmadefrom?Whobuysit?Lotsorfew;distinctiveorsimilar?Wheredoesitcomefrom?Whoconsumesit?IsitFamous,'new',traditional?Whomade/makesit?Whatgoesthroughtheirheadsbefore,Local,cultural,international?Howisitmade?duringandafterbuying/usingit?Whatdopeoplealreadyknow/feelWherecanyoubuyit?Doothersseethembuy/consumeit?aboutus?Isitexclusive/commonplace?Domost/fewpeoplebuy/useit?Whattrend/issues/topicsareweorHowlonghasitbeenavailable/ Whatkindofpeopleuseit?Couldwebelinkedto?madethesamewayetc.?When,where,why,etc.?What'entertainments'dowefitinwith?Wheredoyouseeit?Whatelsedotheytypicallybuy?WhatisatstakeforconsumerstochangeHowdoyoufirstdiscoverit,Howdoesitfitintotheirpersonal,Brands?Learnaboutit?social,roles/relationships?IsadvertisingforthecategorydistinctiveorWithwhatvalues,aspirations,Similarinstrategy,execution?emotionsdoesitconnect? Whatisitstoneofvoiced?Whattrendsandissuesare/couldArethereanyelementsinouradvertisingbeinvolved?historywhicharepositivelyornegativelyassociatedwithus?帮助引发发洞察的的好问题题...产品使用品牌环境境用什麽做做的?谁谁买? 多或或少;突突出或相相似?从哪来? 谁用用?有有名气?新不新新?是不不是很传传统?谁做的? 在购购买使用用前、中中、後，，本土化?有文化化的?国国际性的的?怎麽做? 他们们脑子想想些什麽麽?人人们对我我们既有有的认知知或感觉觉为何?到何处去去买?其其他人人看得到到他们购购买我们可能能可以和和什麽样样的独特/平平常/使用吗吗?趋趋势,议议题或话话题相结结合在市面上上多久了了?大大部份人人或很少少人购买买使用消费者转转换品牌牌的赌注注是什麽麽?常再哪看看到?什什麽样样的人用用?在在此类别别的广告告是否凸凸出?或或者在策策略,执执行行上都是是相似的的?第一次看看到它是是麽时候候?何何时?何处?为什麽麽用?说说话的的语调为为何?产品使用用结合了了什麽样样的我们过去去广告里里,有何何正面/负面的的联想价值观,抱负或或情感?可能牵涉涉什麽样样的趋势势或议题题?Objectivesofaconsumerinsight"消费者洞洞察"的的目的Topickthekeynuggetofconsumerunderstandingthatwillleadtoasinglemindedbriefandoutstanding,relevantcreativework.Insightsare:撷取对消消费者了了解的菁菁华能够够引发一一个单纯纯的简报报以及卓卓然出众众，具有有关联性性的创意意作品，，洞察是是:ˉsingleminded单纯ˉmotivatingandactionable/executionable激发人心心/可执执行的ˉlongtermorshortterm长线或短短线ˉemotionalorrational情感或理理性的Insights...洞察...derivefromandworkagainstdefined,specifictargetaudiences来自特定定的消费费群haveagreaterrolewhenadvertisingistryingtochange/encouragebehaviour当广告意意图改变变行为/鼓舞行行动时时时，角色色益发举举足轻重重havealesserroleiftheadvertisingisjustawareness/announcement当广告只只是想增增加知名名度或宣宣布某讯讯息时，，就没有有太重要要的角色色JudgingInsights判断"消消费者洞洞察"Howdoyouknowwhenaninsightisgood?怎麽知道道洞察好好不好?ˉtheyfeelright感觉上对对ˉconsumersagreewiththem消费者也也同意ˉtheyfitthebrandandupliftit符合这个个品牌，，并能提提升它JUDGMENTANDINTUITIONarecriticalinidentifyinginsights"判断"和和"直觉觉"最重重要ˉonceidentifiedtheycanbecorroboratedinfurtherresearch只要能分分辨出来来，就可可以利用用进一步步的调查查来证实实Roleofcreativedevelopmentresearch创意发展展调查的的角色Toidentifywhichcreativeroutemaximisesthepotentialoftheinsight确认哪一一种创意意途径，，将此洞洞察的潜潜能发挥挥到极致致concepts概念scripts/storyboards脚本Normallydoneafterinsighthasbeenfound通常在"洞察"已出现现後，才才举行RangeRoverinsight...RangeRover的洞察notaboutstatusorprestige,butaboutthedrivingexperience无关地位位,权责责,而是是驾驶的的经验butnotaboutover-seeing,superiority,arrogance,notfromapracticalviewpoint,notearthly,notmundaneoreveryday,notevenrelatedtocars无关炫耀耀，优越越感，傲傲慢，不不是从实实用的角角度;不不脚踏实实地，不不平易近近人--甚至至与车子子无关aboutanemotionorafeeling-afeelingofperspective,ofconfidence,afeelingthatcomesfromseeingfromasecurevantagepoint事关一种种情感/情绪:有眼界界，有未未来，从从一个安安全点观观看全局局的感受受9、静夜四无无邻，荒居居旧业贫。。。12月-2212月-22Saturday,December31,202210、雨中黄叶叶树，灯下下白头人。。。04:20:2904:20:2904:2012/31/20224:20:29AM11、以我独独沈久，，愧君相相见频。。。12月-2204:20:2904:20Dec-2231-Dec-2212、故人江海别别，几度隔山山川。。04:20:2904:20:2904:20Saturday,December31,202213、乍见见翻疑疑梦，，相悲悲各问问年。。。12月月-2212月月-2204:20:2904:20:29December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。31十十二二月月20224:20:29上上午午04:20:2912月月-2215、比不了了得就不不比，得得不到的的就不要要。。。十二月224:20上午午12月-2204:20December31,202216、行动出出成果，，工作出出财富。。。2022/12/314:20:2904:20:2931December202217、做前前，能能够环环视四四周；；做时时，你你只能能或者者最好好沿着着以脚脚为起起点的的射线线向前前。。。4:20:29上上午4:20上上午午04:20:2912月月-229、没有失败败，只有暂暂时停止成成功！。12月-2212月-22Saturday,December31,202210、很多事情情努力了未未必有结果果，但是不不努力却什什么改变也也没有。。。04:20:2904:20:2904:2012/31/20224:20:29AM11、成功就是日日复一日那一一点点小小努努力的积累。。。12月-2204:20:3004:20Dec-2231-Dec-2212、世间间成事事，不不求其其绝对对圆满满，留留一份份不足足，可可得无无限完完美。。。04:20:3004:20:3004:20Saturday,December31,202213、不知香积积寺，数里里入云峰。。。12月-2212月-2204:20:3004:20:30December31,202214、意志坚坚强的人人能把世世界放在在手中像像泥块一一样任意意揉捏。。31十十二月20224:20:30上午午04:20:3012月-2215、楚塞三湘接接，荆门九派派通。。。十二月224:20上上午12月-2204:20December31,202216、少年十五五二十时，，步行夺得得胡马骑。。。2022/12/314:20:3004:20:3031December202217、空山新雨雨后，天气气晚来秋