消费者洞察PT模板.pptVIP

Ref: TN/CRINSIGHTS/rc 消费者洞察 Insights JEan Lin September 1998 o M  Ref: TN/CRINSIGHTS/rc ■什麽是消费者洞察? What is an insight? 定义 0M2  Ref: TN/CRINSIGHTS/rc ■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? o Ma  Ref: TN/CRINSIGHTS/rc ■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 0M4  Ref: TN/CRINSIGHTS/rc 消费者洞察是 ●●●●● An Insight Is… o M  Ref: TN/ CRINSIGHTS/rc 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. 0M6  Ref: TN/CRINSIGHTS/rc See through 0M7  Ref: TN/ CRINSIGHTS/rc 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 0M8  Ref: TN/CRINSIGHTS/rc 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!” 0M。  Ref: TN/ CRINSIGHTS/rc 春天的故事 OM10