4A广告公司的策划 @ 奥美《消费者洞察Consumer Insight》79页.ppt

消 费 者 洞 察Consumer Insight 什么是消费者洞察? What is an insight? 为何我们需要消费者洞察？ Why we need insight? 什么是好的消费者洞察？ What makes a good insight? 如何得出好的消费者洞察？ How to get insight? 洞察是…An Insight IS … 英文字典说，Insight是看清/看入某一状况的能力 The English dictionary says an insight is the power or act of seeing into a situation. 中文字典说，洞察是「洞悉事物原委的观察」 The Chinese dictionary says,“Don Cha” is a sharp observation that see through the surface of something. 什么是“消费者洞察”? 你观察到消费者生活里的一些素材或想法 它们是 Relevant Unexploited 消费者洞察是…What is a consumer insight? 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 A consumer habit or attitude to the product, the brand, or the category that is motivating and leverage in copy. 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 Product attributes often no longer sufficient to differentiate or motivate choice. 消费者洞察是…A Consumer Insight IS ... 一种突然的觉醒 ( A sudden awareness) 某时刻，或某一刹那间的了解 ( A moment, or a flash of understanding) 请注意：一个产品或品牌可以引发许多、许 的洞察 — 重要的是如何去分辨最具相关性 最具激发力的洞察 (Caution: A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant and motivating.) 它必需有明显的相关性 (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“那就是我的感觉！ 没有人用这种方法说出来过！” 才不会让消费者说“陈腔滥调” 春天的故事The Story of Spring 春天的故事The Story of Spring 我是个瞎子 I am blind. 春天的故事The Story of Spring 我是个瞎子 I am blind. 杰出的广告必定因应一个清楚的消费者洞察而生Brilliant advertising must be developed around a consumer insight. 为什么？ Why 运用消费者洞察而产生的广告Ads that leverage consumer insights 与你相关(relate) 与你连心(connect) 让你投入(involve) 给你动机(motivate) 洞察力能驱动广告的相关性 insights drive relevance of ads 消费者洞察及创意简报Consumer insights and 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 Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition,or trigger in the creative brief. 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纽 A good creative brief will always describe the key consumer insight, and will lead from that