1、消 費(fèi) 者 洞 察Consumer Insight,什么是消費(fèi)者洞察? What is an insight? 為何我們需要消費(fèi)者洞察? Why we need insight? 什么是好的消費(fèi)者洞察？ What makes a good insight? 如何得出好的消費(fèi)者洞察？ How to get insight?,消費(fèi)者洞察是. An Insight is .,?,洞察是An Insight IS ,英文字典說(shuō)，Insight是看清/看入某一狀況 的能力 The English dictionary says an insight is the power or act of seei

2、ng into asituation. 中文字典說(shuō)，洞察是洞悉事物原委的觀察The Chinese dictionary says “Don Cha” is a sharp observation that see through the surface of something.,See through,什么是“消費(fèi)者洞察”?,你觀察到消費(fèi)者生活里的一些素材或想法 并且它們是 Relevant distinctive or similar? Is it Famous,new,traditional? Local,cultural,international? What do people a

3、lready know/ feel about us? What trend/issues/topics are we or could we be linked to? What entertainments do we fit in with? What is at stake for consumers to change brands? Is advertising for the category distinctive or similar in strategy,execution? What is its tone of voiced? Are there any elemen

4、ts in our advertising history which are positively or negatively associated with us?,例子：江中痔康片,96年底，江中推出一種新的痔瘡藥 痔康片 純天然中藥制成 內(nèi)服治療痔瘡發(fā)作 功能特點(diǎn)：“涼血止血，清熱解毒，潤(rùn)腸通便” 為制定上市的行銷及傳播策略，委托華南市場(chǎng)研究公司在廣州/北京進(jìn)行痔瘡藥消費(fèi)者的質(zhì)化研究 痔瘡患者座談會(huì)和專業(yè)醫(yī)生探訪 奧美被邀請(qǐng)參加廣告比稿，為此也在廣州進(jìn)行了一些質(zhì)化研究 包括患者深度探訪，患者座談會(huì)和專業(yè)醫(yī)生探訪,奧美對(duì)痔瘡患者的研究,痔瘡對(duì)患者意味著什么？ 難言之苦,什么是難言之苦？,

5、不是什么大病，但發(fā)作時(shí)卻讓人有很大的痛苦 疼痛難耐，坐立不安，心煩意亂 痛苦即有肉體上的，也有精神上的 這種痛苦往往難以訴說(shuō)和被人分擔(dān)，患者必須自己默默承受 有一定程度的隱私性 對(duì)待這種病時(shí)，患者往往會(huì)感到麻煩， 一旦得了痔瘡是不能根治的，只希望它少?gòu)?fù)發(fā) 目前的解決方案是發(fā)作時(shí)才使用外用藥，雖然麻煩又尷尬，但只能如此，撐過(guò)再說(shuō),如何任用 “難言之苦 ”,“難言之苦”反映出患者的內(nèi)心需求： 被理解和解脫 策略： 江中痔康片幫你輕松化解痔瘡發(fā)作的“難言之苦” 支持點(diǎn) 從內(nèi)部入手，在痔瘡發(fā)作初期就把它從根源化解 中藥提煉，清肝腸解毒，潤(rùn)腸通便，涼血止血 江中制藥，品質(zhì)保證,華南對(duì)痔瘡患者的研究,關(guān)于

6、患者對(duì)痔瘡的感覺(jué)和態(tài)度 “ 痔瘡是一種十分常見(jiàn)的多發(fā)病，大眾對(duì)痔瘡有了很普遍的認(rèn)識(shí)，痔瘡發(fā)作時(shí)患者感覺(jué)比較痛苦，但對(duì)患者造成的心理壓力并不大。即使初發(fā)患者在不明診斷時(shí)有一定的恐懼感，但一經(jīng)診斷明確，這種心理壓力隨之即逝。痔瘡對(duì)患者帶來(lái)不便，如忌口，行動(dòng)時(shí)不方便，可以這樣比喻： 痔瘡就象一個(gè)人買(mǎi)了一雙小一點(diǎn)點(diǎn)的鞋子，不影響外觀，不動(dòng)時(shí)沒(méi)有不好感覺(jué)，但一走長(zhǎng)路，就比較痛苦?！?那么,如何任用消費(fèi)者洞察 產(chǎn)生一個(gè)大創(chuàng)意?So, how do you translate an insight into a Big Idea?,有兩種類型的大創(chuàng)意Two Types Of big idea,執(zhí)行性的大創(chuàng)意

7、 big executional ideas 策略性的大創(chuàng)意 big strategic ideas,相應(yīng)也有兩種類型的消費(fèi)者洞察Two types of insight,兩種類型的消費(fèi)者洞察Two types of insight,對(duì)消費(fèi)者生活中與產(chǎn)品類 / 品牌相關(guān)的觀察，從而導(dǎo)致形成一個(gè)獨(dú)特的，強(qiáng)而有力的創(chuàng)意執(zhí)行 Observations about consumers life in relation to the category/brand that lead to powerful individual executions,A Classic Example : Impulse

8、,Female body spray brand founded on red roses and romance in the 1970s “men cant help acting on impulse” when a beautiful girl breezes by However, 1990s girl power means women no longer accept being shown as passive recipients of male attention prepared to take the initiative,Need to find a delicate

9、 balance between being true to the brand (recipient of attention) and true to consumer (deliberately attracting attention),一個(gè)例子：Impulse,70年代開(kāi)始出現(xiàn)一些女性用體香劑品牌 洞察:“當(dāng)美麗的女孩從身邊一陣風(fēng)走過(guò)時(shí)，男人都禁不住會(huì)即時(shí)起反應(yīng)” 然而，九十年代的女性魅力意味著女人不再愿意被看作出被動(dòng)地接受男人的注意 她們準(zhǔn)備采取主動(dòng),需要在接受注意（品牌的真實(shí)）和有意地吸引注意 （消費(fèi)者的真實(shí)）之間找到微妙的平衡,Some More Examples : Skin

10、care,“Each new wrinkle reminds me of how much more I want to do with my life”,“When my pores are small I wont mind if you stare at me - even close up”,“First impressions count, and blackheads count against you.”,“I cant change my age on my identity card, but I can control how old I look”,“When I loo

11、k at myself, I wish my eyes had a soft-focus lens ”,“By mid-afternoon, people can see their faces reflected on my nose”,“Why do I have to be a prisoner of the sun I dont want to be completely covered in armour whenever I go out”,兩種類型的洞察 Two Types Of Insight,對(duì)消費(fèi)者生活與產(chǎn)品類 / 品牌相關(guān)的觀察，從而能導(dǎo)致形成一個(gè)強(qiáng)有力的創(chuàng)意執(zhí)行Obse

12、rvations about my life in relation to the category that lead to powerful individual executions 一個(gè)“Missing Link”，它能導(dǎo)致建立一個(gè)新的策略性品牌定位創(chuàng)意 A missing link which establishes a new strategic brand positioning idea,某些“Missing Link”洞察的規(guī)律 Some Laws Of Missing Link Insights,它們讓沒(méi)有關(guān)聯(lián)的事情之間建立聯(lián)系 They make the disconne

13、cted connect 它們不是真正的“發(fā)現(xiàn)”They are not true discoveries “You invent nothing. You rediscover what you have forgotten” Socrates “Discovery is seeing what everybody has seen and thinking what nobody has thought” German idiom 它們?cè)谄放坪拖M(fèi)者之間建立起真正的共鳴關(guān)系 They establish a real complicity between the advertiser an

14、d the consumer,四種類型 “Missing Link”Four Groups Of Missing Link,1.關(guān)于人的 Tapping into what turns people on culturally, communally or individually,Bank Of China - Singapore,To young Singaporean Chinese, Bank of China was seen as the establishment bank for old-style Chinese young Singaporeans are highly c

15、osmopolitan; yet they still revere traditional Chinese wisdom and imagery, and the way Chinese do business By appealing to this cultural other side, Bank of China successfully brought young Chinese into its franchise,三菱拖拉機(jī) 泰國(guó)Mitsubishi Tractors-Thailand,In rural Thailand, institutional authority is

16、regarded with disdain the army and police force are routinely ridiculed for their incompetence in the local bars and clubs Belief in widespread corruption and cronyism leads to an acute sense of self-dependence,Creating a concept of a superfarmer marries the two themes perfectly, and forges a sense

17、of tribal identity,British Telecom - Britain,To men, the phone is an instrument to deliver precise messages with a clear purpose : means to an end lack of emotional gratification perceive women to chat aimlessly Habitually pay the bills, and perceive them to be higher than they actually are causes a

18、cute resentment / guilt in both sexes, and less usage,Teach men to respect womens approach to the telephone, and view the act of phoning as giving pleasure : an end in itself,2. 關(guān)于產(chǎn)品的 Reinterpreting the way a product attribute is presented,四種類型 “Missing Link”Four Groups Of Missing Link,Volvo 850 - B

19、ritain,Brand franchise built on safety; but want to launch a high performance saloon safety is very boring to new category target who enjoy the thrill of motoring Opposite ends of the positioning spectrum create a difficult paradox,Resolve paradox by exaggerating both ends of the spectrum : those pe

20、ople who value safety most are those who (have to) take the most risks in life!,亞洲油漆 印度Asian Paints - India,Paint brightens up homes everywhere However, in India (a poor country), paint takes on an additional relevance as a symbol of prosperity quality of home = quality of life,Identify with the myt

21、h of overflowing milk to highlight the quality of the paint, and make it an indelible part of the celebration of wealth,BUPA - Britain,Private healthcare advertising characterized by smiling faces in the recovery ward Attitudes to BUPA highly positive, but sales under-performing claimed usage people

22、 only think of their health when they are ill (but BUPA is an insurance product you stumble across them! facts have no human dimension: truth is pure instinct Insights builds on human introspection and curiosity; it is a very powerful force Insights switch focus from problem to solution Insights alm

23、ost always reposition your competitors Insights are always obvious in hindsight use this factor to judge your insights!,Some Final Thoughts,消費(fèi)者對(duì)痔瘡的感覺(jué)及處理,它是不可告人的隱疾 發(fā)作時(shí)疼痛難耐，坐立不安，心煩意亂 一旦得了痔瘡是不能根治的，只希望它少?gòu)?fù)發(fā) 目前的解決方案是發(fā)作時(shí)才使用外用藥，雖然麻煩又尷尬，但只能如此，撐過(guò)再說(shuō) 其實(shí)痔瘡要發(fā)作，好象都有預(yù)感.,華南的研究結(jié)論,目前市場(chǎng)上痔瘡藥品牌比較多，但各品牌優(yōu)勢(shì)不明顯 與會(huì)者對(duì)痔康片的概念（B）接受程度十分高，普遍認(rèn)為痔康片上針對(duì)輕中度痔瘡患者的，與會(huì)者推崇純天然，但對(duì)其真實(shí)性有懷疑 專業(yè)人士認(rèn)為沒(méi)有必要把痔康片分為內(nèi)痔、外痔，因?yàn)橹炭灯闹寡Ч⒉痪邆鋬?yōu)勢(shì)，通便、清熱、解毒之功能對(duì)內(nèi)外痔均十分必要 對(duì)痔康片的包裝設(shè)計(jì)接受程度十分低，普遍認(rèn)為包裝不能與概念相配，應(yīng)突出“純天然中草藥”和“新藥”特色，但亦不太華麗 對(duì)價(jià)格的接受程度集中在10 - 30元之間,概念卡B,目前有一種治療