消费者洞察(奥美)

O & M Ref: TN/CR/INSIGHTS/rc 1 消费者洞察 Insights Jean LinJean Lin September 1998September 1998 O & M Ref: TN/CR/INSIGHTS/rc 2 n 什麽是消费者洞察? What is an insight? 定义 O & M Ref: TN/CR/INSIGHTS/rc 3 n 什麽是消费者洞察? What is an insight? 定义 n n 什麽是好的消费者洞察什麽是好的消费者洞察? ? What makes a good insight?What makes a good insight? O & M Ref: TN/CR/INSIGHTS/rc 4 n 什麽是消费者洞察? What is an insight? 定义 n n 什麽是好的消费者洞察什麽是好的消费者洞察? ? What makes a good insight?What makes a good insight? n n 如何得出好的消费者洞察如何得出好的消费者洞察? ? How to get them?How to get them? O & M Ref: TN/CR/INSIGHTS/rc 5 消费者洞察是消费者洞察是 An Insight Is .An Insight Is . ? O & M Ref: TN/CR/INSIGHTS/rc 6 消费者洞察是. An Insight Is . n 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. n 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. O & M Ref: TN/CR/INSIGHTS/rc 7 See throughSee through O & M Ref: TN/CR/INSIGHTS/rc 8 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“ O & M Ref: TN/CR/INSIGHTS/rc 9 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!” O & M Ref: TN/CR/INSIGHTS/rc 10 春天的故事 O & M Ref: TN/CR/INSIGHTS/rc 11 春天的故事 我是个瞎子 I am blind. O & M Ref: TN/CR/INSIGHTS/rc 12 春天的故事 我是个瞎子 I am blind. 现在是春天，而我是个瞎子现在是春天，而我是个瞎子 This is spring, and I am blind.This is spring, and I am blind. O & M Ref: TN/CR/INSIGHTS/rc 13 洞察力，就是找到洞察力，就是找到 “春天的意思春天的意思”的能力的能力 O & M Ref: TN/CR/INSIGHTS/rc 14 InstinctInstinct O & M Ref: TN/CR/INSIGHTS/rc 15 InstinctInstinct It feels rightIt feels right O & M Ref: TN/CR/INSIGHTS/rc 16 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight (1) 令观者投入 (be involving) “它真了解我，说得太贴切了” “那就是我的感觉! 没有人用这种方法说出 来过!” “我从没有这样过.但是这就是我的感觉 ” “Someones touched my heart.“ O & M Ref: TN/CR/INSIGHTS/rc 17 (2)有深度，不只是浮面的 (have depth, and not be frivolous) 看穿水面 不只是去重复消费者表面的行为， 还要有看穿表面的能力 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight O & M Ref: TN/CR/INSIGHTS/rc 18 (3) 可得到普遍大众的共鸣，而不是去夸大一 人的观感 (widely shared, not an exaggerated perspective of one person) 例子 “第一印象最重要，特别在某些重要时刻 ” vs. “我觉得脸上的粉刺一天比一天大，好像 有 一天会长满我的脸!” 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight O & M Ref: TN/CR/INSIGHTS/rc 19 (4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs) 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight 只有情感只有情感滥情滥情 O & M Ref: TN/CR/INSIGHTS/rc 20 (4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs) 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight 只有情感只有情感滥情滥情 某些情感，在某种情境之下特别感人某些情感，在某种情境之下特别感人 O & M Ref: TN/CR/INSIGHTS/rc 21 (4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs) 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight 只有情感只有情感滥情滥情 某些情感，在某种情境之下特别感人某些情感，在某种情境之下特别感人 情感必须能与产品现实面相连，才能达到商情感必须能与产品现实面相连，才能达到商 业的目的业的目的 O & M Ref: TN/CR/INSIGHTS/rc 22 (5) 触及某种关键时刻 (Moment of Truth) (Identify with a MOT) 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight 突然的觉醒突然的觉醒 ( (Sudden Awareness) Sudden Awareness) 最令人永生最令人永生 难忘难忘 O & M Ref: TN/CR/INSIGHTS/rc 23 (5) 触及某种关键时刻 (Moment of Truth) (Identify with a MOT) 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight 突然的觉醒突然的觉醒 ( (Sudden Awareness) Sudden Awareness) 最令人永生最令人永生 难忘难忘 在某些关键时刻，你会了解自己人生的某些在某些关键时刻，你会了解自己人生的某些 基本事实基本事实 O & M Ref: TN/CR/INSIGHTS/rc 24 (6) 不只是一个类比，或巧妙的比喻 (not just an analogy or nicely phrased metaphor) “每到下午的时候，周围的人几乎可以在我 鼻子上看见他们的倒影.” VS. “我的脸油得像煎蛋一样” 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight O & M Ref: TN/CR/INSIGHTS/rc 25 (7) 释放创意的可能性，而不是限制创意的呈 现 (Open up awareness for Creatives, not restrict them to a pre-defined idea.) 观察什麽是好的消费者洞察 Observations: What Makes A Good Insight O & M Ref: TN/CR/INSIGHTS/rc 26 如何得