创造消费者洞察力：聪明的研究员指南（英文版）.pdf

Creating Consumer Insight THE SMART RESEARCHER’S GUIDE 1 Table of Contents Introduction 03 What do we know about today’s consumers? What does this tell us? Chapter 1: The Changing Role of Insight 05 The data-driven present Research vs. insight The anatomy of an insight Chapter 2: The Steps that Matter 13 Creating a pen portrait Turning data into insight Chapter 3: Data vs. Information vs. Insight 19 Starting with data Asking the right questions Chapter 4: Telling Your Story 25 The big truths Shaping your brand to fit From insight to idea Conclusion 33 Creating consumer insight summary 2 Introduction Brands today have access to an endless stream of data, but being data-rich doesn’t mean you have insight. An insight is a universal, human truth about a customer. It reveals something unique about their perceptions and behaviors that you can tap into. Carrying out research deep enough to uncover this helps you create the right message, for the right audience. Integrating this into every stage of a marketing strategy allows for more targeted creativity and a solid ROI. In this guide, we’ll demonstrate how to go from data to insight, and make meaningful connections that last. 3 What do we know about today’s consumers? More than 7 in 10 consumers purchase products online each month. The average internet user has 8 social media accounts, up from 3 in 2012. Millennials spend 2 hours and 38 minutes on social media every day.