奥美《消费者洞察ConsumerInsight》

消费者洞察

ConsumerInsight

JamesWongNovember1998第一页，共八十页。什么是消费者洞察? Whatisaninsight?为何我们需要消费者洞察？ Whyweneedinsight?什么是好的消费者洞察？

Whatmakesagoodinsight?如何得出好的消费者洞察？ Howtogetinsight?

第二页，共八十页。消费者洞察是..…AnInsightis…..?第三页，共八十页。

洞察是…AnInsightIS…

英文字典说，Insight是看清/看入某一状况的能力 TheEnglishdictionarysaysaninsightisthepoweroractofseeingintoasituation.中文字典说，洞察是「洞悉事物原委的观察」 TheChinesedictionarysays,“DonCha”isasharpobservationthatseethroughthesurfaceofsomething.第四页，共八十页。Seethrough第五页，共八十页。什么是“消费者洞察”?你观察到消费者生活里的一些素材或想法它们是"Relevant&Unexploited"第六页，共八十页。消费者洞察是…

Whatisaconsumerinsight?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Aconsumerhabitorattitudetotheproduct,thebrand,orthecategorythatismotivatingandleverageincopy.在今日，只运用产品特性通常无法形成差异，激发消费者的选择Productattributesoftennolongersufficienttodifferentiateormotivatechoice.第七页，共八十页。消费者洞察是…

AConsumerInsightIS...一种突然的觉醒(Asuddenawareness)某时刻，或某一刹那间的了解(Amoment,oraflashofunderstanding)

请注意：一个产品或品牌可以引发许多、许的洞察—重要的是如何去分辨最具相关性最具激发力的洞察(Caution:Aproductorabrandcangeneratemanyinsights-thetrickistoidentifytheinsightthatisthemostrelevantandmotivating.)第八页，共八十页。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(unexloited)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”

消费者洞察是...第九页，共八十页。春天的故事TheStoryofSpring

第十页，共八十页。春天的故事TheStoryofSpring

我是个瞎子Iamblind.第十一页，共八十页。春天的故事TheStoryofSpring

我是个瞎子Iamblind.现在是春天，而我是个瞎子Thisisspring,andIamblind.第十二页，共八十页。洞察力，就是找到“春天的意思”的能力第十三页，共八十页。Instinct第十四页，共八十页。InstinctItfeelsright第十五页，共八十页。杰出的广告必定因应一个

清楚的消费者洞察而生

Brilliantadvertisingmustbedevelopedaroundaconsumerinsight.为什么？WhyWhyConsumerinsightissoimportant第十六页，共八十页。运用消费者洞察而产生的广告

Adsthatleverageconsumerinsights与你相关(relate)与你连心(connect)让你投入(involve)给你动机(motivate)洞察力能驱动广告的相关性insightsdriverelevanceofads第十七页，共八十页。消费者洞察及创意简报

Consumerinsightsandthecreativebrief具相关性的洞察是联系产品特性，品牌承诺及定位陈述的最佳桥梁。它也是创意简报中的驱动元素Relevantinsightsarethebridgeorlinkbetweentheproductattributes,productorbrandpromiseandtheproposition,ortriggerinthecreativebrief.一份创意简报可以详述主要的消费者洞察，以及洞察如何导到产品的定位及按纽Agoodcreativebriefwillalwaysdescribethekeyconsumerinsight,andwillleadfromthattotheproposition/button.第十八页，共八十页。黄页电话簿YellowPages美国(US)只呈现黄页电话簿如何被使用，在家里会如何用它SimplyreflectshowYPareused,whathappenstoitinthehouse.第十九页，共八十页。黄页电话簿

YellowPages英国(UK)了解人们只在遇到生活中一些讨厌的事时，才会用电话簿，但用较具有相关性及激发力的方式呈现出来，通过诉求：黄页也可以让你了解在生活中较令人可喜的层面。广告激起了极佳的商业结果RecognizesthefactthatpeopleonlyuseYPforthenastythingsinlife-butleveragesthisinsightinamorerelevantandmotivatingway,bysayingthatYPisthereforthemorepleasantthingsinlifetoo.CommercialgeneratedexcellentbusinessresultsforYP.第二十页，共八十页。黄页—英国版的创意简报

YellowPages-UKCreativeBrief产品是什么？黄页上记录所有本区可以找到的商业服务YPisalistingofallcommercialservicesthatareavailableinyouarea.消费者：大部分人除非有急事，否则很少想到使用黄页Aboutthetargetaudience…mostpeopleneverthinktousetheircopyofYPunlesstheyhaveanemergencyinthehouse.定位/按纽…黄页在你身边，也可以帮助您做许多“生命中的美好事物”Proposition/Button…ThecompaniesinYPcanhelpyouwithsomeofthenicerthingsinlifetoo!第二十一页，共八十页。消费者洞察及创意简报

Consumerinsightsandcreativebrief为什么寻找消费者洞察是创意策略发展过程中的重要挑战？Whyshouldidentifyingtheconsumerinsightbethecriticalchallengeofacopydevelopmentstrategy?对准焦点在创意发展的过程(itfocusescreativedevelopment)“相关性”回应而生(itdrivesrelevance)节省时间—第一次就做对！(savestime-rightfirsttime!)第二十二页，共八十页。消费者洞察的目的

Objectivesofaconsumerinsight提出对消费者了解的精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:Topickthekeynuggetofconsumerunderstandingthatwillleadtoasinglemindedbriefandoutstanding,relevantcreativework.Insightsare:单纯(singleminded)激发人心/可执行的(motivatingandactionable/executionable)长线或短线(longtermorshortterm)情感或理性的(emotionalorrational)第二十三页，共八十页。消费者洞察…

ConsumerInsights...来自特定的消费群derivefromandworkagainstdefined,specifictargetaudiences当广告意图改变行为/鼓舞行动时,角色益发举足轻重haveagreatrolewhenadvertisingistryingtochange/encouragebehavior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havealesserroleiftheadvertisingisjustawareness/announcement第二十四页，共八十页。判断消费者洞察

JudgingInsights怎么知道洞察好不好?(Howdoyouknowwhenaninsightisgood?)感觉上对(Theyfeelright)消费者也同意(Consumersagreewiththem)符合这个品牌，并能提升它(Theyfitthebrandandupliftit)“判断”和“直觉”最重要(JudgmentandIntuitionarecriticalinidentifyinginsights)只要能分辨出来，就可以利用进一步的调查来证实(Onceidentifiedtheycanbecorroboratedinfurtherresearch)第二十五页，共八十页。

什麽是好的消费者洞察？

WhatMakesAGoodInsight?令观者投入(beinvolving)“它真了解我，说得太贴切了”“我从没有这样过但是这就是我的感觉”“Someone'stouchedmyheart.”第二十六页，共八十页。有深度，不只是浮面的(Havedepth,andnotbefrivolous)

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什麽是好的消费者洞察？

WhatMakesAGoodInsight?第二十七页，共八十页。可得到普遍大众的共鸣，而不是去夸大一个人的观感(widelyshared,notanexaggeratedperspectiveofoneperson)例子∶ “第一印象最重要，特别在某些重要时刻” “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”什麽是好的消费者洞察？

WhatMakesAGoodInsight?第二十八页，共八十页。能连结产品利益点及情感的需求(connectproductbenefitstoemotionalneeds)只有情感 滥情某些情感，在某种情境之下特别感人情感必须能与产品现实面相连，才能达到商业的目的

什麽是好的消费者洞察？

WhatMakesAGoodInsight?第二十九页，共八十页。触及某种关键时刻(MomentofTruth)

突然的觉醒(SuddenAwareness)最令人永生难忘什麽是好的消费者洞察？

WhatMakesAGoodInsight?第三十页，共八十页。触及某种关键时刻(MomentofTruth)

什麽是好的消费者洞察？

WhatMarksAGoodInsight?突然的觉醒(SuddenAwareness)最令人永生难忘

在某些关键时刻，你会了解自己人生的某些基本事实，才能达到商业的目的第三十一页，共八十页。不只是一个类比，或巧妙的比喻(metaphor)(notjustananalogyornicelyphrasedmetaphor)

“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”什麽是好的消费者洞察？

WhatMarksAGoodInsight?第三十二页，共八十页。释放创意的可能性，而不是限制创意的呈现(OpenupawarenessforCreatives,notrestrictthemtoapre-definedidea)

什麽是好的消费者洞察？

WhatMarksAGoodInsight?第三十三页，共八十页。如何得到“消费者洞察”

Howtogetthem

Observation-观察力 Creativity- 创造力第三十四页，共八十页。观察力与人谈话，观察人生Ithastodowithtalkingto,andwatchinghumanbeings,orconsumers.第三十五页，共八十页。巧克力的消费者洞察是如此产生的

Theinsightforchocolateswasgenerated

在会议室里(inaconferenceroom)创意人员和很多的部门的成员(bycreativesandotherpersonnelwhowerealsoconsumers)对别人的观察及知道的趣事(viaobservationandanecdotes)把最棒的吃掉，剩下的才分掉！EATTHEBEST,ANDSHARETHEREST!第三十六页，共八十页。消费者洞察的本质

Thenatureofconsumerinsights如此简单，却难以寻觅Sosimpletorecognize,butsodifficulttofind!如何找到？Howtofindinsights?如何选择正确而又有潜力的？Howtochoosetherightinsights,withthemostpotential?第三十七页，共八十页。如何寻找有用的消费者洞察

Howtofindleverageinsights?质化调查(QualitativeResearch)专门的调查(DedicatedResearch)观察自己和周围的人群！observationsofselfandfellow‘consumer’beings!第三十八页，共八十页。利用调查寻找消费者洞察第三十九页，共八十页。我们在寻找什么？

Whatarewelookingfor?人性行为的一个层面anaspectofhumanbehavior从消费者与该类别、产品，以及品牌关系衍生而来！springingformtheconsumerrelationshipwiththecategory,theproductorthebrand高度相关，高度激发，定以主导广告的创意thatissufficientlyrelevantandmotivatingtodrivetheadvertisingidea第四十页，共八十页。消费者洞察的调查…

Consumerinsightresearch...解构消费者与下列项目的关系deconstructstheconsumer’srelationshipwith品牌(thebrand)竞争品牌(competitors’brands)产品(theproduct)类别(thecategory)第四十一页，共八十页。消费者洞察的调查…

Consumerinsightsresearch...对特定的目标对象进行的调查Researchamongstdefinedtargetaudience引发消费者的讨论与互动，运用Stimulatediscussionandinteractionwithconsumersvia产品认知图(productmappings)该品牌或竞争者的广告(brandandcompetitiveadvertising)品牌认知图/联想/拟人化(brandmappings/associations/personification阶梯式“渐层”的技巧(ladderingtechniques)概念及定位(conceptsandpositioningwork)刺探关系及情感Probeforrelationshipsandfeelings第四十二页，共八十页。帮助以引发洞察的好问题...产品用什么做的？从哪来？谁做的？怎么做？到何处去买？独特/平常在市面上多久了？常在哪看到？第一次看到它是什么时候？使用谁买？谁用？在购买使用前、中、后，他们脑子想些什么？其他人看得到他们购买/使用吗？大部分人或很少人购买使用什么样人用？何时？何处？为什么用？产品使用结合了什么样的价值观，抱负或情感？可能牵涉什么样的趋势或议题？品牌环境多或少；突出或相似？有名气？新不新？是不是很传统？本土化？有文化的？国际性的？人们对我们既有的认知或感觉为何？我们可能可以和什么样的趋势，议题或话题相结合消费者转换品牌的赌注是什么？在此类别的广告是否凸出？或者在策略，执行上都是相似的？说话的语调为何？我们过去广告里，有何正面/负面的联想第四十三页，共八十页。Questionsthathelptogenerateinsights...TheProductWhatisitmadefrom?Wheredoesitcomefrom?Whomade/makesit?Howisitmade?Wherecanyoubuyit?Isitexclusive/commonplace?Howlonghasitbeenavailable/madethesamewayetc.?Wheredoyouseeit?Howdoyoufirstdiscoverit,learnaboutit?UsingitWhobuysit?Whoconsumesit?Whatgoesthroughtheirheadsbefore,duringandafterbuying/usingit?Doothersseethembuy/consumeit?Domost/fewpeoplebuy/useit?Whatkindofpeopleuseit?When,where,why,etc.?Whatelsedotheytypicallybuy?Howdoesitfitintotheirpersonal,social,roles/relationships?Withwhatvalues,aspirations,emotionsdoesitconnect?Whattrendsandissuesare/couldbeinvolved?BrandEnvironmentLotsorfew;distinctiveorsimilar?IsitFamous,‘new’,traditional?Local,cultural,international?Whatdopeoplealreadyknow/feelaboutus?Whattrend/issues/topicsareweorcouldwebelinkedto?What‘entertainments’dowefitinwith?Whatisatstakeforconsumerstochangebrands?Isadvertisingforthecategorydistinctiveorsimilarinstrategy,execution?Whatisitstoneofvoiced?Arethereanyelementsinouradvertisinghistorywhicharepositivelyornegativelyassociatedwithus?第四十四页，共八十页。创意发展调查的角色

Roleofcreativedevelopmentresearch确认哪一种创意途径，将此洞察的潜能发挥到极致Toidentifywhichcreativeroutemaximisesthepotentialoftheinsight概念(adcepts)脚本(scripts/storyboards)通常在“洞察”已出现后，才举行Normallydoneafterinsighthasbeenfound第四十五页，共八十页。So,howdoyou

translateaninsightinto

aBigIdea?第四十六页，共八十页。有两种类型的大创意

TwoTypesOfbigidea执行性的大创意bigexecutionalideas策略性的大创意bigstrategicideas相应也有两种类型的消费者洞察Twotypesofinsight第四十七页，共八十页。两种类型的消费者洞察

Twotypesofinsight对消费者生活中与产品类/品牌相关的观察，从而导致形成一个独特的，强而有力的创意执行

Observationsaboutmylifeinrelationtothecategory/brandthatleadtopowerfulindividualexecutions第四十八页，共八十页。AClassicExample:ImpulseFemalebodyspraybrandfoundedonredrosesandromanceinthe1970’s“mencan’thelpactingonimpulse”whenabeautifulgirlbreezesbyHowever,1990’s‘girlpower’meanswomennolongeracceptbeingshownaspassiverecipientsofmaleattentionpreparedtotaketheinitiativeNeedtofindadelicatebalancebetweenbeingtruetothebrand(recipientofattention)andtruetoconsumer(deliberatelyattractingattention)第四十九页，共八十页。一个例子：Impulse70年代开始出现一些基于roses和浪漫的女性用体香剂品牌洞察:“当美丽的女孩从身边一阵风走过时，男人都禁不住会即时起反应”然而，九十年代的女性魅力意味着女人不再愿意被看作出被动地接受男人的注意她们准备采取主动需要在接受注意（品牌的真实）和有意地吸引注意（消费者的真实）之间找到微妙的平衡第五十页，共八十页。SomeMoreExamples:Skincare“EachnewwrinkleremindsmeofhowmuchmoreIwanttodowithmylife”“WhenmyporesaresmallIwon’tmindifyoustareatme-evencloseup”“Firstimpressionscount,andblackheadscountagainstyou...”“Ican’tchangemyageonmyidentitycard,butIcancontrolhowoldIlook”“WhenIlookatmyself,Iwishmyeyeshadasoft-focuslens”“Bymid-afternoon,peoplecanseetheirfacesreflectedonmynose”“WhydoIhavetobeaprisonerofthesun…Idon’twanttobecompletelycoveredinarmourwheneverIgoout”第五十一页，共八十页。两种类型的洞察

TwoTypesOfInsight对消费者生活与产品类/品牌相关的观察，从而能导致形成一个强有力的创意执行Observationsaboutmylifeinrelationtothecategorythatleadtopowerfulindividualexecutions一个“MissingLink”，它能导致建立一个新的策略性品牌定位创意A‘missinglink’whichestablishesanewstrategicbrandpositioningidea第五十二页，共八十页。某些“MissingLink”洞察的规律

SomeLawsOf‘MissingLink’Insights它们让没有关联的事情之间建立联系Theymakethedisconnectedconnect它们不是真正的“发现”Theyarenottrue‘discoveries’“Youinventnothing.Yourediscoverwhatyouhaveforgotten”[Socrates]“Discoveryisseeingwhateverybodyhasseenandthinkingwhatnobodyhasthought”[Germanidiom]它们在品牌和消费者之间建立起真正的共鸣关系Theyestablisharealcomplicitybetweentheadvertiserandtheconsumer第五十三页，共八十页。四种类型“MissingLink”

FourGroupsOf‘MissingLink’

1.关于人的Tappingintowhatturnspeopleonculturally,communallyorindividually第五十四页，共八十页。BankOfChina-SingaporeToyoungSingaporeanChinese,BankofChinawasseenastheestablishmentbankfor‘old-style’ChineseyoungSingaporeansarehighlycosmopolitan;yettheystillreveretraditionalChinesewisdomandimagery,andthewayChinese‘dobusiness’Byappealingtothiscultural‘otherside’,BankofChinasuccessfullybroughtyoungChineseintoitsfranchise第五十五页，共八十页。三菱拖拉机—泰国

MitsubishiTractors-ThailandInruralThailand,institutionalauthorityisregardedwithdisdainthearmyandpoliceforceareroutinelyridiculedfortheirincompetenceinthelocalbarsandclubsBeliefinwidespreadcorruptionandcronyismleadstoanacutesenseofself-dependenceCreatingaconceptofa‘superfarmer’marriesthetwothemesperfectly,andforgesasenseof‘tribal’identity第五十六页，共八十页。BritishTelecom-BritainTomen,thephoneisaninstrumenttodeliverprecisemessageswithaclearpurpose:meanstoanendlackofemotionalgratificationperceivewomentochat‘aimlessly’Habituallypaythebills,andperceivethemtobehigherthantheyactuallyarecausesacuteresentment/guiltinbothsexes,andlessusageTeachmentorespectwomen’sapproachtothetelephone,andviewtheactofphoningasgivingpleasure:anendinitself第五十七页，共八十页。2.关于产品的Reinterpretingthewayaproductattributeispresented四种类型“MissingLink”

FourGroupsOf‘MissingLink’

第五十八页，共八十页。Volvo850-BritainBrandfranchisebuilton‘safety’;butwanttolaunchahigh‘performance’saloon‘safety’isveryboringtonewcategorytargetwhoenjoythethrillofmotoringOppositeendsofthepositioningspectrumcreateadifficultparadox

Resolveparadoxbyexaggeratingbothendsofthespectrum:thosepeoplewhovalue‘safety’mostarethosewho(haveto)takethemostrisksinlife!第五十九页，共八十页。亚洲油化—印度

AsianPaints-IndiaPaintbrightensuphomeseverywhereHowever,inIndia(apoorcountry),painttakesonanadditionalrelevanceasasymbolofprosperityqualityofhome=qualityoflifeIdentifywiththemythof‘overflowingmilk’tohighlightthequalityofthepaint,andmakeitanindeliblepartofthecelebrationofwealth第六十页，共八十页。BUPA-BritainPrivatehealthcareadvertisingcharacterizedby‘smilingfacesintherecoveryward’AttitudestoBUPAhighlypositive,butsalesunder-performingclaimedusagepeopleonlythinkoftheirhealthwhentheyareill(butBUPAisan‘insurance’product&canonlybeboughtwhenyouarehealthy!)Ratherthanfocuson‘cure’,createanotionof‘positivehealthcare’-encouragepeopletovaluetheirbodiesmore(abitlikeatreasuredmotorcarthatneedsregularservicing)第六十一页，共八十页。四种类型“MissingLink”

FourGroupsOf‘MissingLink’

3.关于问题的outmanoeuveringaproblembyillustratingaalternativesolution第六十二页，共八十页。黄油协会—英国

ButterCouncil-BritainForyearsbutterwaslosingouttospreadsonkeydiscriminatorsofconvenience,healthandpriceitskeypositive,taste,rankedonlyfourthByaddressingitsnegatives,theButterCouncilmerelyreinforcedpeople’sperceptionsyoucan’tuselogictoovercomeanentrenchedrationalnegativeRepositioningbutteras‘oneoflife’ssimplepleasures’raisedtheimportanceof‘taste’,andswitchedconsumerevaluationtoemotionalissues第六十三页，共八十页。WWFTigerConservation-OverseasChineseInAsiaConservationadvertisingtraditionallyfocusesonirresponsible/greedyhumanactionfutilityofthedesecrationinimprovingqualityoflife第六十四页，共八十页。WWFTigerConservation-OverseasChineseInAsiaConservationadvertisingtraditionallyfocusesonirresponsible/greedyhumanactionfutilityofthedesecrationinimprovingqualityoflifeBut,littleimpressiononoverseasChinesetraditionalmedicineimportantpartoftraditionalculturequalityofhumanlifemoreimportantthansparinganimallifeWorkwiththe‘logic’(notagainstit)bypointingouthowthelossofthetigerwouldimpoverishthelivesoftheirchildren!第六十五页，共八十页。Thetigerprotectsyourchild.Butwhowillprotectthetiger’schild?第六十六页，共八十页。Thetigerprotectsyourchild.Butisthetiger’schildwalkingontheroadtooblivion?第六十七页，共八十页。Thetigerprotectsyourchild.Butwhowillhelpsecurethefutureofthetiger’schild?第六十八页，共八十页。四种类型“MissingLink”

FourGroupsOf‘MissingLink’

4.关于承诺的changingthenatureofabrandpropositiontomakeitseem‘bigger’第六十九页，共八十页。IBM互联网—日本

IBMInternet-JapanFortheNaganoOlympicsIBMintroduceda24hour,globalnewsupdateontheinternetmainadvantageiscoverageofallsports/participantsHowever,secondaryadvantageoftheinteractivenatureofinternetprovedthe‘killerapp’creatingadialoguebetweenathletesand‘supporters’Creatinga‘pen-pal’serviceencouragedordinaryJapanesetofollowthefortunesoftheiradoptedathletes(fromtrainingtoselectiontoparticipation).IBMimagesoared,andtraditionalJapanesereluctancetousethecomputerwasoverturned.第七十页，共八十页。Insightscannotbesystematically‘mined’inresearch;youstumbleacrossthem!factshavenohumandimension:truthispureinstinctInsightsbuildsonhumanin