奥美-消费者洞察培训.pptVIP

什麽是消费者洞察?What is an insight? 定义 什麽是好的消费者洞察? What makes a good insight? 如何得出好的消费者洞察? How to get them? 消费者洞察是..... An Insight Is ..... ? 消费者洞察是.....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. See through 洞察是..... 你观察到消费者生活里的一些素材或想法 它们是 Relevant Unexploited 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 (unexploited) 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