奥美利用调查寻找消费者洞察057.ppt

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1、USING RESEARCH TO FINDCONSUMER INSIGHTS利用调查寻找消费者洞察,O&M China Planning WorkshopBeijing北京2nd-4th May 2002,Brilliant advertising must be developed around a consumer insight.杰出的广告必定因应著一个清楚的消费者洞察而生,Why?为什麽?,Ads that leverage consumer insights:运用消费者洞察而产出的广告 relate(与你相关)connect(与你连心)involve(让你投入)motivate(给

2、你动机)INSIGHTS DRIVE RELEVANCE OF ADS洞察力能驱动广告的相关性,What is a consumer insight?什麽是消费者洞察,A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT,THE BRAND,OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE IN COPY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 Product attributes often no longer sufficient to differentiat

3、e or motivate choice 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。,An insight is.消费者洞察是.,a sudden awareness一种突然的觉醒a moment,or a flash of understanding某时刻，或某一刹那间的了解CAUTION:A product or a brand can generate many insights-the trick is to identify the insight that is the most relevant and motivating.请注意一个产品或品牌可以引发许多、许多

4、的洞察-重要的是如何去分辨最具相关性及最具激发力的洞察。,Consumer insights and the creative brief消费者洞察及创意简报,Relevant insights are the bridge or link between the product attributes,product or brand promise and the proposition,or trigger in the creative brief.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(Trigger)A good creative bri

5、ef will always describe state the key consumer insight,and will lead from that to the proposition/button.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扭。,Yellow Pages黄页电话簿,Example 1-US ad 例 1.-美国recognises the fact that people do not use YP,except for emergencies-and portrays that fact.An unmotivating,irrelevan

6、t use of insight.了解除非在紧急事件时，否则不会有消费者会去翻阅黄页-并且在广告中呈现这个事实 没有激发力，没有相关性的洞察.Example 2-UK ad 例 2-英国recognises the fact that people only use YP for the nasty things in life-but leverages this insight in a more relevant and motivating way,by saying that YP is there for the more pleasant things in life too.C

7、ommercial generated excellent business results for YP.了解人们只在遇到生活中一些讨厌的事时，才会用电话簿，但用激发较具相关性及激发力的方式呈现出来，先广告消费者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,Yellow Pages-UK Creative Brief黄页-英国版的创意简报,What is the product.YP is a listing of all commercial services that are available in you area产品是什麽?黄页上记录所有在本区可以找到的商业

8、服务About the target audience.most people never think to use their copy of YP unless they have an emergency in the house.消费者大部分的人除非家有急事，否则很少想到去使用黄页Proposition/Button.The companies in YP can help you with some of the nicer things in life too!定位/按扭.黄页在你身边，也可以帮助您做许多生命中的美好事物,Why should identifying the con

9、sumer insight be the critical challenge of a copy development strategy?为什麽寻找消费者洞察是创意策略发展过程中的重要挑战?it focuses creative development对准焦点在创意发展的过程 it drives relevance相关性 回应而生 saves time-right first time!节省时间-第一次就做对!,Where do insights come from?消费者洞察从何处来,It has to do with talking to,and watching human bein

10、gs,or consumers.与人谈话，观察人性,The insight for TWIST chocolates was generated TWIST 巧克力的消费者洞察是如此产生的 in a conference room在会议室里 by creatives and other personnel who were also consumers创意人员和很多别的部门的成员 via observation and anecdotes对别人的观察及知道的趣事EAT THE BEST,AND SHARE THE REST(SHOW COMMERCIAL FOR TWIST CHOCOLATE

11、S)把最棒的吃掉，剩下的才分掉!,The nature of consumer insights消费者洞察的本质,So simple to recognise,but so difficult to find!如此简单，却难以寻觅!How to find insights?如何找到 Insight?How to choose the right insights,with the most potential?如何选择正确而又有潜力的Insight?,HOW TO FIND LEVERAGABLE INSIGHTS?如何寻找可资运用的消费者洞察?,QUALITATIVE RESEARCH质化调

12、查 DEDICATED RESEARCH专门的调查 OBSERVATIONS OF SELF AND FELLOW CONSUMAN BEINGS!观察自己和周遭的人群!,What are we looking for?我们在寻找什麽?,an aspect of human behaviour人性行为的一个层面springing from the consumer relationship with the category,the product or the brand从消费者与该类别、产品，以及品牌关系衍生而来!that is sufficiently relevant and moti

13、vating to drive the advertising idea高度相关，高度激发，定以主导广告的创意idea.,Consumer insight research.消费者洞察的调查.,.deconstructs the consumers relationship with.解构消费者与下列项目的关系 the brand品牌 competitors brands竞争品牌 the product产品 the category类别,Research amongst defined target audience对特定的目标对象进行的调查Stimulate discussion and i

14、nteraction with consumers via引发消费者的讨论与互动，运用 product mappings(attributes and benefits)产品认知图 brand and competitive advertising 该品牌或竞争者的广告 brand mappings/associations/personification 品牌认知图/联想/拟人化 laddering techniques 阶梯式渐层的技巧 concepts and positioning work 概念及定位Probe for relationships and feelings 刺探关系及

15、情感,Consumer insight research.消费者洞察的调查.,Questions that help to generate insights.,The productUsing itBrand EnvironmentWhat is it made from?Who buys it?Lots or few;distinctive or similar?Where does it come from?Who consumes it?Is it Famous,new,traditional?Who made/makes it?What goes through their head

16、s before,Local,cultural,international?How is it made?during and after buying/using it?What do people already know/feelWhere can you buy it?Do others see them buy/consume it?about us?Is it exclusive/commonplace?Do most/few people buy/use it?What trend/issues/topics are we orHow long has it been avail

17、able/What kind of people use it?Could we be linked to?made the same way etc.?When,where,why,etc.?What entertainments do we fit in with?Where do you see it?What else do they typically buy?What is at stake for consumers to changeHow do you first discover it,How does it fit into their personal,Brands?L

18、earn about it?social,roles/relationships?Is advertising for the category distinctive orWith what values,aspirations,Similar in strategy,execution?emotions does it connect?What is its tone of voiced?What trends and issues are/could Are there any elements in our advertising be involved?history which a

19、re positively or negatively associated with us?,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?

20、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?,Objectives of a consumer insight消费者洞察的目的,To pick the key nugget of consumer understanding that will lead to a single minded brief and outstanding,relevant creative work.Insights are: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:s

21、ingle minded 单纯 motivating and actionable/executionable 激发人心/可执行的 long term or short term 长线或短线 emotional or rational 情感或理性的,Insights.洞察.,derive from and work against defined,specific target audiences来自特定的消费群have a greater role when advertising is trying to change/encourage behaviour当广告意图改变行为/鼓舞行动时时

22、，角色益发举足轻重have a lesser role if the advertising is just awareness/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,Judging Insights判断消费者洞察,How do you know when an insight is good?怎麽知道洞察好不好?they feel right 感觉上对 consumers agree with them 消费者也同意 they fit the brand and uplift it 符合这个品牌，并能提升它JUDGMENT AND INTUITIO

23、N are critical in identifying insights判断和直觉最重要 once identified they can be corroborated in further research只要能分辨出来，就可以利用进一步的调查来证实,Role of creative development research创意发展调查的角色,To identify which creative route maximises the potential of the insight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/storyboar

24、ds 脚本Normally done after insight has been found 通常在洞察已出现後，才举行,Range Rover insight.Range Rover 的洞察,not about status or prestige,but about the driving experience无关地位,权责,而是驾驶的经验but not about over-seeing,superiority,arrogance,not from a practical view point,not earthly,not mundane or everyday,not even related to cars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about an emotion or a feeling-a feeling of perspective,of confidence,a feeling that comes from seeing from a secure vantage point事关一种情感/情绪:有眼界，有未来，从一个安全点观看全局的感受,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,