利用调查寻找消费者洞察概要.ppt

USING RESEARCH TO FINDCONSUMER INSIGHTS利用调查寻找消费者洞察 OM China Planning Workshop Beijing 北京 2nd-4th May 2002 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 ˉ relate(与你相关) ˉ connect (与你连心) ˉ involve(让你投入) ˉ 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 ˉ Product attributes often no longer sufficient to differentiate or motivate choice 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。 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 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。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 emergencies - and portrays that fact. An unmotivating, irrelevant use of insight. 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. 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 saying that YP is there for the more pleasant things in life too. Commercial generated excellent business results for YP. 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