奥美消费者洞察ConsumerInsight79页.pptVIP

消费者洞察 Consumer Insight James Wong November 1998 什么是消费者洞察? What is an insight? 为何我们需要消费者洞察? Wh ly 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? 消费者洞察是 An Insight is∴ 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 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 some thing. See through 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 prod