腾讯IM 办公环境市场消费者UA研究报告Tencent.pptVIP

* * * * * * * * * * * * * * * In order to develop the Universal Needs tool, we decided to go back to the drawing board and to do some desk research on the theories of a number of academics. The work you are about to see is based primarily on the work by Maslow, Oppenhuizen, Rokeach and Schwarts/Bilsky (highlighted in red on page 4). Note that if the client is interested we can supply a much more detailed write up of this process. The three guiding principles of our development process were that our need system should be ‘bottom up’ and empirical, that it be universal i.e. it could be applied across cultures and in both developed and developing markets and that it related to marketing rather than to academic issues. One issue you may or may not like to discuss with the client here is that because this approach was specifically targeted at marketing applications, we omitted the very lowest level of Maslow’s need hierarchy ie. The need to Survive. It is true that Survival is a key human need but one can question whether it is possible for marketing people to target this need. There are some experiments happening in some countries to try to understand the relevance of Survival to marketing. More detail may be obtained from Nic hall in RIUK. Our approach was very rigorous, involving speaking to over 2000 consumers. We began with an analysis of the academic literature, following up with qualitative workshops in 13 countries in which we used laddering to generate benefits and needs from a very broad range of consumer advertising, drawn from a broad set of product categories. Additional workshops on a regional basis consolidated these needs into a final qualitative set of 70. The quantitative pre-pilot which covered over 30 countries reduced the list to 40, and the final quantitative pilot reduced that 40 to 15 core universal needs. The quantitative pilot proved that the final 15 needs represent the original 200 and are therefore a truly comprehensive list. * * *