奥美广告消费者洞察.ppt

USINGRESEARCHTOFINDCONSUMERINSIGHTS利用调查寻找消费者洞察,Odistinctiveorsimilar?Wheredoesitcomefrom?Whoconsumesit?IsitFamous,new,traditional?Whomade/makesit?Whatgoesthroughtheirheadsbefore,Local,cultural,international?Howisitmade?duringandafterbuying/usingit?Whatdopeoplealreadyknow/feelWherecanyoubuyit?Doothersseethembuy/consumeit?aboutus?Isitexclusive/commonplace?Domost/fewpeoplebuy/useit?Whattrend/issues/topicsareweorHowlonghasitbeenavailable/Whatkindofpeopleuseit?Couldwebelinkedto?madethesamewayetc.?When,where,why,etc.?Whatentertainmentsdowefitinwith?Wheredoyouseeit?Whatelsedotheytypicallybuy?WhatisatstakeforconsumerstochangeHowdoyoufirstdiscoverit,Howdoesitfitintotheirpersonal,Brands?Learnaboutit?social,roles/relationships?IsadvertisingforthecategorydistinctiveorWithwhatvalues,aspirations,Similarinstrategy,execution?emotionsdoesitconnect?Whatisitstoneofvoiced?Whattrendsandissuesare/couldArethereanyelementsinouradvertisingbeinvolved?historywhicharepositivelyornegativelyassociatedwithus?,帮助引发洞察的好问题.,产品使用品牌环境用什麽做的?谁买?多或少;突出或相似?从哪来?谁用?有名气?新不新?是不是很传统?谁做的?在购买使用前、中、後，本土化?有文化的?国际性的?怎麽做?他们脑子想些什麽?人们对我们既有的认知或感觉为何?到何处去买?其他人看得到他们购买我们可能可以和什麽样的独特/平常/使用吗?趋势,议题或话题相结合在市面上多久了?大部份人或很少人购买使用消费者转换品牌的赌注是什麽?常再哪看到?什麽样的人用?在此类别的广告是否凸出?或者在策略,执行上都是相似的?第一次看到它是麽时候?何时?何处?为什麽用?说话的语调为何?产品使用结合了什麽样的我们过去广告里,有何正面/负面的联想价值观,抱负或情感?可能牵涉什麽样的趋势或议题?,Objectivesofaconsumerinsight消费者洞察的目的,Topickthekeynuggetofconsumerunderstandingthatwillleadtoasinglemindedbriefandoutstanding,relevantcreativework.Insightsare:撷取对消费者了解的菁华能够引发一个单纯的简报以及卓然出众，具有关联性的创意作品，洞察是:singleminded单纯motivatingandactionable/executionable激发人心/可执行的longtermorshortterm长线或短线emotionalorrational情感或理性的,Insights.洞察.,derivefromandworkagainstdefined,specifictargetaudiences来自特定的消费群haveagreaterrolewhenadvertisingistryingtochange/encouragebehaviour当广告意图改变行为/鼓舞行动时时，角色益发举足轻重havealesserroleiftheadvertisingisjustawareness/announcement当广告只是想增加知名度或宣布某讯息时，就没有太重要的角色,JudgingInsights判断消费者洞察,Howdoyouknowwhenaninsightisgood?怎麽知道洞察好不好?theyfeelright感觉上对consumersagreewiththem消费者也同意theyfitthebrandandupliftit符合这个品牌，并能提升它JUDGMENTANDINTUITIONarecriticalinidentifyinginsights判断和直觉最重要onceidentifiedtheycanbecorroboratedinfurtherresearch只要能分辨出来，就可以利用进一步的调查来证实,Roleofcreativedevelopmentresearch创意发展调查的角色,Toidentifywhichcreativeroutemaximisesthepotentialoftheinsight确认哪一种创意途径，将此洞察的潜能发挥到极致concepts概念scripts/storyboards脚本Normallydoneafterinsighthasbeenfound通常在洞察已出现後，才举行,RangeRoverinsight.RangeRover的洞察,notaboutstatusorprestige,butaboutthedrivingexperience无关地位,权责,而是驾驶的经验butnotaboutover-seeing,superiority,arrogance,notfromapracticalviewpoint,notearthly,notmundaneoreveryday,notevenrelatedtocars无关炫耀，优越感，傲慢，不是从实用的角度;不脚踏实地，不平易近人-甚至与车子无关abo