消费者洞察 - 市场营销起点.pptVIP

* * * * * * * * * * Concept Exercise 2 Write an new Good product upgrade concept for your brand. Concept development Process 1. Planning form team define process Write brief to define the goals 2. Consumer understanding: Explore existing research conduct new researches Team write Consumer blueprint 3. Concept brainstorm 4. Concept evaluation (Concept Test or Concept Product Test) 5. Concept implementation Core element for copy/packaging/promotion/PR/display development brief Concept should evolve according to the market trend 1st to win on concept if not, win on execution Concept should evolve together with the market change * * * * * * * * * * * * Purpose Link back to Sping-board and highlight the critical importance of getting an insight. If you don’t you won’t get over the hurdle! * * * * * * * * * 一些调研的技巧 – 具体方法 使用道具：剪贴画、题板、日志… 分类、组合、排序… 陪同购物、一起使用、体验生活 将使用过程拍照、录像、记日记… “剥洋葱法”提问技巧，层层深入 “投影”技巧，揭示调研对象不愿明确承认的动机与想法 “阶梯法”，从功能向情感的升华 用了它很安心 例:1)锁 因为…所以, 坚固的锁 小偷撬不开 家里很安全 (特点) (理性) (感官) (感性) * 思考：哪一层次在现阶段可帮助找到差异点？ 阶梯法 吃了不易感冒 有益健康 家里人多吃健康 我是好妈妈 含维生素C 例:2)橘子 阶梯法 最后，在调研时请记住 - 洞察是： 有关人性或情感的某个真实面 未被发现，被遗忘，不显而易见 不只是有趣的事实或消费者的认知 需要与品牌联结 可能来自任何人，任何地方 Workshop 1 Human Insights Assignment Each team will be assigned a product or service and a corresponding target In the absence of formal research, “become” your target and generate at least 10 insights, keeping your product/service “loosely” in mind Use the hint list, as appropriate Narrow the field to 1 or 2 viable insights Record how you narrowed the field Record how you decided to apply the insight-(Strategy? Execution?) Product/Service and Targets 1.Disney Consumer Products 2. Haagen Daz premium ice-cream 3. Reebok athletic shoes 4. Hennessy VSOP 5. SKII Skincare 6. Pert Shampoo 7. Kellogg Mueslix cereals 8. Fei Yang Juice Tea Drinks 9. Philip Morris Parliment 10. Teco Cellular phones Parents of 3-7 year old Baby boomers Males 12-17 Males 25-39 Women 20-39 Adults 20-39(esp females) Teens, young a