消费者洞察分析报告

消费者洞察

ConsumerInsight

JamesWongNovember1998消费者洞察分析报告第1页什么是消费者洞察? Whatisaninsight?为何我们需要消费者洞察？ Whyweneedinsight?什么是好消费者洞察？

Whatmakesagoodinsight?怎样得出好消费者洞察？ Howtogetinsight?

消费者洞察分析报告第2页消费者洞察是..…AnInsightis…..?消费者洞察分析报告第3页

洞察是…AnInsightIS…

英文字典说，Insight是看清/看入某一情况能力 TheEnglishdictionarysaysaninsightisthepoweroractofseeingintoasituation.汉字字典说，洞察是「洞悉事物原委观察」 TheChinesedictionarysays,“DonCha”isasharpobservationthatseethroughthesurfaceofsomething.消费者洞察分析报告第4页Seethrough消费者洞察分析报告第5页什么是“消费者洞察”?你观察到消费者生活里一些素材或想法它们是"Relevant&Unexploited"消费者洞察分析报告第6页消费者洞察是…

Whatisaconsumerinsight?消费者对品牌或产品或该类别习惯、态度，可在广告传输中利用来激发消费者，使他/她动心Aconsumerhabitorattitudetotheproduct,thebrand,orthecategorythatismotivatingandleverageincopy.在今日，只利用产品特征通常无法形成差异，激发消费者选择Productattributesoftennolongersufficienttodifferentiateormotivatechoice.消费者洞察分析报告第7页消费者洞察是…

AConsumerInsightIS...一个突然觉醒(Asuddenawareness)某时刻，或某一刹那间了解(Amoment,oraflashofunderstanding)

请注意：一个产品或品牌能够引发许多、许洞察—主要是怎样去分辨最具相关性最具激发力洞察(Caution:Aproductorabrandcangeneratemanyinsights-thetrickistoidentifytheinsightthatisthemostrelevantandmotivating.)消费者洞察分析报告第8页它必需有显著相关性(relevant)才能让许多人说“感同身受”它必需无人触及过(unexloited)才能让消费者说“那就是我感觉！ 没有些人用这种方法说出来过！”才不会让消费者说“陈腔滥调”

消费者洞察是...消费者洞察分析报告第9页春天故事TheStoryofSpring

消费者洞察分析报告第10页春天故事TheStoryofSpring

我是个瞎子Iamblind.消费者洞察分析报告第11页春天故事TheStoryofSpring

我是个瞎子Iamblind.现在是春天，而我是个瞎子Thisisspring,andIamblind.消费者洞察分析报告第12页洞察力，就是找到“春天意思”能力消费者洞察分析报告第13页Instinct消费者洞察分析报告第14页InstinctItfeelsright消费者洞察分析报告第15页出色广告必定因应一个

清楚消费者洞察而生

Brilliantadvertisingmustbedevelopedaroundaconsumerinsight.为何？WhyWhyConsumerinsightissoimportant消费者洞察分析报告第16页利用消费者洞察而产生广告

Adsthatleverageconsumerinsights与你相关(relate)与你连心(connect)让你投入(involve)给你动机(motivate)洞察力能驱动广告相关性insightsdriverelevanceofads消费者洞察分析报告第17页消费者洞察及创意简报

Consumerinsightsandthecreativebrief具相关性洞察是联络产品特征，品牌承诺及定位陈说最正确桥梁。它也是创意简报中驱动元素Relevantinsightsarethebridgeorlinkbetweentheproductattributes,productorbrandpromiseandtheproposition,ortriggerinthecreativebrief.一份创意简报能够详述主要消费者洞察，以及洞察怎样导到产品定位及按纽Agoodcreativebriefwillalwaysdescribethekeyconsumerinsight,andwillleadfromthattotheproposition/button.消费者洞察分析报告第18页黄页电话簿YellowPages美国(US)只展现黄页电话簿怎样被使用，在家里会怎样用它SimplyreflectshowYPareused,whathappenstoitinthehouse.消费者洞察分析报告第19页黄页电话簿

YellowPages英国(UK)了解人们只在碰到生活中一些讨厌事时，才会用电话簿，但用较含有相关性及激发力方式展现出来，经过诉求：黄页也能够让你了解在生活中较令人可喜层面。广告激起了极佳商业结果RecognizesthefactthatpeopleonlyuseYPforthenastythingsinlife-butleveragesthisinsightinamorerelevantandmotivatingway,bysayingthatYPisthereforthemorepleasantthingsinlifetoo.CommercialgeneratedexcellentbusinessresultsforYP.消费者洞察分析报告第20页黄页—英国版创意简报

YellowPages-UKCreativeBrief产品是什么？黄页上统计全部本区能够找到商业服务YPisalistingofallcommercialservicesthatareavailableinyouarea.消费者：大部分人除非有急事，不然极少想到使用黄页Aboutthetargetaudience…mostpeopleneverthinktousetheircopyofYPunlesstheyhaveanemergencyinthehouse.定位/按纽…黄页在你身边，也能够帮助您做许多“生命中美好事物”Proposition/Button…ThecompaniesinYPcanhelpyouwithsomeofthenicerthingsinlifetoo!消费者洞察分析报告第21页消费者洞察及创意简报

Consumerinsightsandcreativebrief为何寻找消费者洞察是创意策略发展过程中主要挑战？Whyshouldidentifyingtheconsumerinsightbethecriticalchallengeofacopydevelopmentstrategy?对准焦点在创意发展过程(itfocusescreativedevelopment)“相关性”回应而生(itdrivesrelevance)节约时间—第一次就做对！(savestime-rightfirsttime!)消费者洞察分析报告第22页消费者洞察目标

Objectivesofaconsumerinsight提出对消费者了解精华能够引发一个单纯简报以及卓然出众,含有关联性创意作品,洞察是:Topickthekeynuggetofconsumerunderstandingthatwillleadtoasinglemindedbriefandoutstanding,relevantcreativework.Insightsare:单纯(singleminded)激发人心/可执行(motivatingandactionable/executionable)长线或短线(longtermorshortterm)情感或理性(emotionalorrational)消费者洞察分析报告第23页消费者洞察…

ConsumerInsights...来自特定消费群derivefromandworkagainstdefined,specifictargetaudiences当广告意图改变行为/鼓舞行动时,角色益发举足轻重haveagreatrolewhenadvertisingistryingtochange/encouragebehavior当广告只是想增加著名度或宣告某讯息时,就没有太主要角色havealesserroleiftheadvertisingisjustawareness/announcement消费者洞察分析报告第24页判断消费者洞察

JudgingInsights怎么知道洞察好不好?(Howdoyouknowwhenaninsightisgood?)感觉上对(Theyfeelright)消费者也同意(Consumersagreewiththem)符合这个品牌，并能提升它(Theyfitthebrandandupliftit)“判断”和“直觉”最主要(JudgmentandIntuitionarecriticalinidentifyinginsights)只要能分辨出来，就能够利用深入调查来证实(Onceidentifiedtheycanbecorroboratedinfurtherresearch)消费者洞察分析报告第25页

什麽是好消费者洞察？

WhatMakesAGoodInsight?令观者投入(beinvolving)“它真了解我，说得太贴切了”“我从没有这么过不过这就是我感觉”“Someone'stouchedmyheart.”消费者洞察分析报告第26页有深度，不只是浮面(Havedepth,andnotbefrivolous)

看穿水面

不只是去重复消费者表面行为，还要有看穿表面能力什麽是好消费者洞察？

WhatMakesAGoodInsight?消费者洞察分析报告第27页可得到普遍大众共鸣，而不是去夸大一个人观感(widelyshared,notanexaggeratedperspectiveofoneperson)例子∶ “第一印象最主要，尤其在一些主要时刻” “我以为脸上粉刺一天比一天大，好像有一天会长满我脸”什麽是好消费者洞察？

WhatMakesAGoodInsight?消费者洞察分析报告第28页能连结产品利益点及情感需求(connectproductbenefitstoemotionalneeds)只有情感 滥情一些情感，在某种情境之下尤其感人情感必须能与产品现实面相连，才能达到商业目标

什麽是好消费者洞察？

WhatMakesAGoodInsight?消费者洞察分析报告第29页触及某种关键时刻(MomentofTruth)

突然觉醒(SuddenAwareness)最令人永生难忘什麽是好消费者洞察？

WhatMakesAGoodInsight?消费者洞察分析报告第30页触及某种关键时刻(MomentofTruth)

什麽是好消费者洞察？

WhatMarksAGoodInsight?突然觉醒(SuddenAwareness)最令人永生难忘

在一些关键时刻，你会了解自己人生某些基本事实，才能到达商业目标消费者洞察分析报告第31页不只是一个类比，或巧妙比喻(metaphor)(notjustananalogyornicelyphrasedmetaphor)

“每到下午时候，周围人几乎能够在我鼻子上看见他们倒影” VS. “我脸油得像煎蛋一样”什麽是好消费者洞察？

WhatMarksAGoodInsight?消费者洞察分析报告第32页释放创意可能性，而不是限制创意展现(OpenupawarenessforCreatives,notrestrictthemtoapre-definedidea)

什麽是好消费者洞察？

WhatMarksAGoodInsight?消费者洞察分析报告第33页怎样得到“消费者洞察”

Howtogetthem

Observation-观察力 Creativity- 创造力消费者洞察分析报告第34页观察力与人谈话，观察人生Ithastodowithtalkingto,andwatchinghumanbeings,orconsumers.消费者洞察分析报告第35页巧克力消费者洞察是如此产生

Theinsightforchocolateswasgenerated

在会议室里(inaconferenceroom)创意人员和很多部门组员(bycreativesandotherpersonnelwhowerealsoconsumers)对他人观察及知道趣事(viaobservationandanecdotes)把最棒吃掉，剩下才分掉！EATTHEBEST,ANDSHARETHEREST!消费者洞察分析报告第36页消费者洞察本质

Thenatureofconsumerinsights如此简单，却难以寻觅Sosimpletorecognize,butsodifficulttofind!怎样找到？Howtofindinsights?怎样选择正确而又有潜力？Howtochoosetherightinsights,withthemostpotential?消费者洞察分析报告第37页怎样寻找有用消费者洞察

Howtofindleverageinsights?质化调查(QualitativeResearch)专门调查(DedicatedResearch)观察自己和周围人群！observationsofselfandfellow‘consumer’beings!消费者洞察分析报告第38页利用调查寻找消费者洞察消费者洞察分析报告第39页我们在寻找什么？

Whatarewelookingfor?人性行为一个层面anaspectofhumanbehavior从消费者与该类别、产品，以及品牌关系衍生而来！springingformtheconsumerrelationshipwiththecategory,theproductorthebrand高度相关，高度激发，定以主导广告创意thatissufficientlyrelevantandmotivatingtodrivetheadvertisingidea消费者洞察分析报告第40页消费者洞察调查…

Consumerinsightresearch...解构消费者与下列项目关系deconstructstheconsumer’srelationshipwith品牌(thebrand)竞争品牌(competitors’brands)产品(theproduct)类别(thecategory)消费者洞察分析报告第41页消费者洞察调查…

Consumerinsightsresearch...对特定目标对象进行调查Researchamongstdefinedtargetaudience引发消费者讨论与互动，利用Stimulatediscussionandinteractionwithconsumersvia产品认知图(productmappings)该品牌或竞争者广告(brandandcompetitiveadvertising)品牌认知图/联想/拟人化(brandmappings/associations/personification阶梯式“渐层”技巧(ladderingtechniques)概念及定位(conceptsandpositioningwork)刺探关系及情感Probeforrelationshipsandfeelings消费者洞察分析报告第42页帮助以引发洞察好问题...产品用什么做？从哪来？谁做？怎么做？到何处去买？独特/日常在市面上多久了？常在哪看到？第一次看到它是什么时候？使用谁买？谁用？在购置使用前、中、后，他们脑子想些什么？其它人看得到他们购置/使用吗？大部分人或极少人购置使用什么样人用？何时？何处？为何用？产品使用结合了什么样价值观，理想或情感？可能牵涉什么样趋势或议题？品牌环境多或少；突出或相同？有名气？新不新？是不是很传统？本土化？有文化？国际性？人们对我们现有认知或感觉为何？我们可能能够和什么样趋势，议题或话题相结合消费者转换品牌赌注是什么？在这类别广告是否凸出？或者在策略，执行上都是相同？说话语气为何？我们过去广告里，有何正面/负面联想消费者洞察分析报告第43页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?消费者洞察分析报告第44页创意发展调查角色

Roleofcreativedevelopmentresearch确认哪一个创意路径，将此洞察潜能发挥到极致Toidentifywhichcreativeroutemaximisesthepotentialoftheinsight概念(adcepts)脚本(scripts/storyboards)通常在“洞察”已出现后，才举行Normallydoneafterinsighthasbeenfound消费者洞察分析报告第45页So,howdoyou

translateaninsightinto

aBigIdea?消费者洞察分析报告第46页有两种类型大创意

TwoTypesOfbigidea执行性大创意bigexecutionalideas策略性大创意bigstrategicideas对应也有两种类型消费者洞察Twotypesofinsight消费者洞察分析报告第47页两种类型消费者洞察

Twotypesofinsight对消费者生活中与产品类/品牌相关观察，从而造成形成一个独特，强而有力创意执行

Observationsaboutmylifeinrelationtothecategory/brandthatleadtopowerfulindividualexecutions消费者洞察分析报告第48页AClassicExample:ImpulseFemalebodyspraybrandfoundedonredrosesandromanceinthe1970’s“mencan’thelpactingonimpulse”whenabeautifulgirlbreezesbyHowever,1990’s‘girlpower’meanswomennolongeracceptbeingshownaspassiverecipientsofmaleattentionpreparedtotaketheinitiativeNeedtofindadelicatebalancebetweenbeingtruetothebrand(recipientofattention)andtruetoconsumer(deliberatelyattractingattention)消费者洞察分析报告第49页一个例子：Impulse70年代开始出现一些基于roses和浪漫女性用体香剂品牌洞察:“当漂亮女孩从身边一阵风走过时，男人都禁不住会即时起反应”然而，九十年代女性魅力意味着女人不再愿意被看作出被动地接收男人注意她们准备采取主动需要在接收注意（品牌真实）和有意地吸引注意（消费者真实）之间找到微妙平衡消费者洞察分析报告第50页SomeMoreExamples:Skincare“EachnewwrinkleremindsmeofhowmuchmoreIwanttodowithmylife”“WhenmyporesaresmallIwon’tmindifyoustareatme-evencloseup”“Firstimpressionscount,andblackheadscountagainstyou...”“Ican’tchangemyageonmyidentitycard,butIcancontrolhowoldIlook”“WhenIlookatmyself,Iwishmyeyeshadasoft-focuslens”“Bymid-afternoon,peoplecanseetheirfacesreflectedonmynose”“WhydoIhavetobeaprisonerofthesun…Idon’twanttobecompletelycoveredinarmourwheneverIgoout”消费者洞察分析报告第51页两种类型洞察

TwoTypesOfInsight对消费者生活与产品类/品牌相关观察，从而能造成形成一个强有力创意执行Observationsaboutmylifeinrelationtothecategorythatleadtopowerfulindividualexecutions一个“MissingLink”，它能造成建立一个新策略性品牌定位创意A‘missinglink’whichestablishesanewstrategicbrandpositioningidea消费者洞察分析报告第52页一些“MissingLink”洞察规律

SomeLawsOf‘MissingLink’Insights它们让没相关联事情之间建立联络Theymakethedisconnectedconnect它们不是真正“发觉”Theyarenottrue‘discoveries’“Youinventnothing.Yourediscoverwhatyouhaveforgotten”[Socrates]“Discoveryisseeingwhateverybodyhasseenandthinkingwhatnobodyhasthought”[Germanidiom]它们在品牌和消费者之间建立起真正共鸣关系Theyestablisharealcomplicitybetweentheadvertiserandtheconsumer消费者洞察分析报告第53页四种类型“MissingLink”

FourGroupsOf‘MissingLink’

1.关于人Tappingintowhatturnspeopleonculturally,communallyorindividually消费者洞察分析报告第54页BankOfChina-SingaporeToyoungSingaporeanChinese,BankofChinawasseenastheestablishmentbankfor‘old-style’ChineseyoungSingaporeansarehighlycosmopolitan;yettheystillreveretraditionalChinesewisdomandimagery,andthewayChinese‘dobusiness’Byappealingtothiscultural‘otherside’,BankofChinasuccessfullybroughtyoungChineseintoitsfranchise消费者洞察分析报告第55页三菱拖拉机—泰国

MitsubishiTractors-ThailandInruralThailand,institutionalauthorityisregardedwithdisdainthearmyandpoliceforceareroutinelyridiculedfortheirincompetenceinthelocalbarsandclubsBeliefinwidespreadcorruptionandcronyismleadstoanacutesenseofself-dependenceCreatingaconceptofa‘superfarmer’marriesthetwothemesperfectly,andforgesasenseof‘tribal’identity消费者洞察分析报告第56页BritishTelecom-BritainTomen,thephoneisaninstrumenttodeliverprecisemessageswithaclearpurpose:meanstoanendlackofemotionalgratificationperceivewomentochat‘aimlessly’Habituallypaythebills,andperceivethemtobehigherthantheyactuallyarecausesacuteresentment/guiltinbothsexes,andlessusageTeachmentorespectwomen’sapproachtothetelephone,andviewtheactofphoningasgivingpleasure:anendinitself消费者洞察分析报告第57页2.关于产品Reinterpretingthewayaproductattributeispresented四种类型“MissingLink”

FourGroupsOf‘MissingLink’

消费者洞察分析报告第58页Volvo850-BritainBrandfranchisebuilton‘safety’;butwanttolaunchahigh‘performance’saloon‘safety’isveryboringtonewcategorytargetwhoenjoythethrillofmotoringOppositeendsofthepositioningspectrumcreateadifficultparadox

Resolveparadoxbyexaggeratingbothendsofthespectrum:thosepeoplewhovalue‘safety’mostarethosewho(haveto)takethemostrisksinlife!消费者洞察分析报告第59页亚洲油化—印度

AsianPaints-IndiaPaintbrightensuphomeseverywhereHowever,inIndia(apoorcountry),painttakesonanadditionalrelevanceasasymbolofprosperityqualityofhome=qualityoflifeIdentifywiththemythof‘overflowingmilk’tohighlightthequalityofthepaint,andmakeitanindeliblepartofthecelebrationofwealth消费者洞察分析报告第60页BUPA-BritainPrivatehealthcareadvertisingcharacterizedby‘smilingfacesintherecoveryward’AttitudestoBUPAhighlypositive,butsalesunder-performingclaimedusagepeopleonlythinkoftheirhealthwhentheyareill(butBUPAisan‘insurance’product&canonlybeboughtwhenyouarehealthy!)Ratherthanfocuson‘cure’,createanotionof‘positivehealthcare’-encouragepeopletovaluetheirbodiesmore(abitlikeatreasuredmotorcarthatneedsregularservicing)消费者洞察分析报告第61页四种类型“MissingLink”

FourGroupsOf‘MissingLink’

3.关于问题outmanoeuveringaproblembyillustratingaalternativesolution消费者洞察分析报告第62页黄油协会—英国

ButterCouncil-BritainForyearsbutterwaslosingouttospreadsonkeydiscriminatorsofconvenience,healthandpriceitskeypositive,taste,rankedonlyfourthByaddressingitsnegatives,theButterCouncilmerelyreinforcedpeople’sperceptionsyoucan’tuselogictoovercomeanentrenchedrationalnegativeRepositioningbutteras‘oneoflife’ssimplepleasures’raisedtheimportanceof‘taste’,andswitchedconsumerevaluationtoemotionalissues消费者洞察分析报告第63页WWFTigerConservation-OverseasChineseInAsiaConservationadvertisingtraditionallyfocusesonirresponsible/greedyhumanactionfutilityofthedesecrationinimprovingqualityoflife消费者洞察分析报告第64页WWFTigerConservation-OverseasChineseInAsiaConservationadvertisingtraditionallyfocusesonirresponsible/greedyhumanactionfutilityofthedesecrationinimprovingqualityoflifeBut,littleimpressiononoverseasChinesetraditionalmedicineimportantpartoftraditionalculturequalityofhumanlifemoreimportantthansparinganimallifeWorkwiththe‘logic’(notagainstit)bypointingouthowthelossofthetigerwouldimpoverishthelivesoftheirchildren!消费者洞察分析报告第65页Thetigerprotectsyourchild.Butwhowillprotectthetiger’schild?消费者洞察分析报告第66页Thetigerprotectsyourchild.Butisthetiger’schildwalkingontheroadtooblivion?消费者洞察分析报告第67页Thetigerprotectsyourchild.Butwhowillhelpsecurethefutureofthetiger’schild?消费者洞察分析报告第68页四种类型“MissingLink”

FourGroupsOf‘MissingLink’

4.关于承诺changingthenatureofabrandpropositiontomakeitseem‘bigger’消费者洞察分析报告第69页IBM互联网—日本

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