消费者洞察---市场营销的起点课件.ppt

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1、消费者洞察,大纲,什么是消费者洞察?为何我们需要消费者洞察?什么是好的消费者洞察？如何得出好的消费者洞察？如何应用消费者洞察于市场营销？,消费者洞察是.,?,洞察是,英文字典说，Insight 是看清某一状况的能力:1.The power of seeing into a situation 2.The act of apprehending the inner nature of things3.the capacity of understanding hidden truths中文字典说，洞察是洞悉事物原委的观察,看 透,我们有许多市场信息和消费者数据，这些是消费者洞察吗？,公司内部销售

2、数据,零售商扫描数据,零售调研(ACNielsens),媒体调研（SOV,SOS,TRP),消费者调研(深访、小组访谈、定量调研),数据与事实,消费者洞察 VS 消费者数据,数据 信息 洞察 鼓舞(行动),“The facts are not the truth.They merely lead you in the direction of truth.”(“事实并非真相，它们只是指引你走向真相”)-Henry Luce,Founder of Time Magazine,有人说：消费者洞察是,消费者生活的真实与品牌的真实之间的交汇点，可用来创建两者之间的联系人性行为或情感的透现，可用来建立品

3、牌,营销者角度,也有人说：消费者洞察是,一种突然的觉醒、顿悟某时刻，或某一刹那间的了解,消费者角度,消费者洞察的定义,消费者未被满足的需求和愿望它们是消费者真正关心、在意、认为有价值，却又不自知的它们是与消费者相关(Relevant)但还未被触及的(Unexploited),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”,过节了，我要买保健品送长辈，所以,一切营销工作应该始于消费者洞察,消费者洞察是市场营销中一切工作的原点，关系到每一个市场决定和

4、每一项市场行动，包括：品牌定位新产品开发产品定价渠道分销市场宣传、广告甚至更多,消费者洞察帮助我们：,发现、理解和解读市场中的一切变化：消费者宏观经济（经济危机中的电影业和快餐业）产业层面品类发展理解如何在变化中持续成功营销,为什么消费者洞察重要？,充分的证据表明，与消费者心心相印的产品与广告才更有效,洞察让消费者能够收到我们的信息,消费者每天接触到成百上千条信息他们根据自己的知识，经验，个人需求和冲动来过滤这些信息洞察提供了一条联结消费者的途经-鼓励他对你的信息打开他的耳朵（洞察成为品牌与消费者的Google关键词）,S,消费者的过滤网,R,S,S,S,S,消费者洞察让营销者被听见,说服的本

5、质不是传递信息（是共鸣）只有当你愿意听的时候，你才能听得见而只有你愿意听的内容，你才能听得到,传播者,?,洞察创造机会在品牌和消费者之间形成桥梁,“他们很理解我”“那正是我的感受”“他们知道我为什么需要它”“这正是我所要的牌子”,消费者洞察，营销者的“芝麻开门”魔咒,判断消费者洞察,怎么知道洞察好不好?感觉上对消费者也同意 符合这个品牌，并能升华品牌“判断”和“直觉”最重要,本能/顿悟感觉对/直点头,是有趣的事实，认知，还是洞察,事实是对消费者生活中有关产品（产品类）的某些真实情况的观察认知反映的是消费者已经了解的，有关产品或产品类的看法洞察则是一个还未被发现/已被遗忘的真实 在产品和消费者之

6、间提供联系,例子：有关巧克力的洞察,事实：巧克力是美味的糖果零食认知：我喜欢吃巧克力，那是一种美味的享受洞察：巧克力是我对自己的奖赏，我喜欢沉浸在那份自我关爱、满足的享受中,消费者的反应,事实：“对，我同意。”认知：“那是真的，我也是这么认为的。”洞察：“那真是太对啦，这正是我！”,什麽是好的消费者洞察,(1)令消费者者投入-“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”,(2)有深度，不只是表面的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,(3)可得到普遍大众的共鸣，而不是去夸大个体的

7、观感例子“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!”,什麽是好的消费者洞察,(4)能连结产品利益点及情感的需求-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，才能达到商业目的,什麽是好的消费者洞察,(5)触及某种关键时刻-突然的觉醒最令人永生难忘-在某些关键时刻，使消费者了解自己人生的某些基本事实，才能达到商业目的,什麽是好的消费者洞察,(6)不只是一个类比，或巧妙的比喻,什麽是好的消费者洞察,(7)释放创新/创意的可能性，而不是限制创造的呈现,什麽是好的消费者洞察,“你的地盘，听我的”“掏，我喜欢”,

8、淘！我 喜 欢,消费者洞察的本质,它是如此简单，一旦道破，人皆称是它却又如此难以寻觅，需要营销者具有一份见心明性，直指人心的透彻那么，究竟我们如何能够获得消费者洞察?,期望别人会告诉你洞察？,人们通常期望从外部来源找到洞察-即听消费者说出来：“他们会告诉你洞察的”但他们是不会的！,发掘洞察的路上障碍重重,没有资料没有时间做调研没有钱做调研市场上没有调研资源难以联系到目标对象,获得消费者洞察的两个途径,融入你的消费者，浸淫其中！消费者调研,与人谈话，观察人生,获得消费者洞察的最直接的方法,观察力 创造力,观察,观察消费者真实生活中与产品的关系去商店看他们如何购买/买些什么东西去他们的餐厅吃饭去他

9、们的酒吧喝酒 去他们常去的地方尽可能观察他们，与他们交谈,观察时尽量贴近，有宽度和深度,贴近他们与产品或品牌的关系他们使用产品的动机宽度人生阶段，生活形态等因素世代因素文化传统将来的计划和梦想,观察时尽量贴近，有宽度和深度,深度动机，情感 抱负/渴望 生理需求（地位，归属感等）,体验,亲身体验产品，Eat Your Own Dog Food！变成你的消费者“如果不能将自己变成一个消费者，就不适合在这个行业”购物吃饭阅读,倾听,倾听在你脑海里那微弱的声音那些使你对某事有最深刻，最诚实的感受的东西那些是如此敏感，有些甚至是使你不敢面对你自己的东西这种声音正是洞察的藏身之地！,使用外部资源,查阅相关

10、的资料还有谁更了解你的对象？专家专业人士还有谁更了解你的产品/你的问题？,为了得到消费者洞察,想！苦思冥想！一直想！,成为一位企业家，而不是一个职业经理人,活在其中！念念在斯！浸淫终生！,调研：通过严谨的分析流程获得消费者洞察,2产生初步假设,3收集数据/进行深入调研与分析,4综合数据以确认、修正，甚或更改最初的假设,5进一步分析研究,1定义问题/挑战,6总结分析：结论与建议,为什么使用这样的分析流程？,因为这个流程带来最多、最好的机会：最节约时间需要最少的信息，因此也只需要分析最少的信息获得最可靠的结论和建议清楚发现在消费者认知上的偏差或缺失便于分析繁杂的数据,问问你自己：-你对这个问题/挑

11、战知道什么？-谁给出的这个问题？-解决这个问题的动机是什么？-有什么特别特别的要求吗？,1.定义问题/挑战,2.产生初步假设,基于你对于问题的认识和对于公司业务的知识你认为会发生什么？用6W来提出问题（who,what,where,when,why,how）与同事们讨论创立一个假设,3.收集数据/进行深入调研与分析,何时,是什么,何地,为什么,谁,?,?,?,4.综合数据以确认、修正，甚或更改最初的假设,是什么?我们与去年同期相比的销售数据是什么样的？谁?有没有某一特定人群与此相关？何地?问题的产生有没有特定的地点?何时?在什么样的时间或是情景下会发生?为什么?为什么会出现这个情况?,5.进一

12、步分析研究,不断研究，直到你已经能够非常满意地解释获得市场机会的关键因素,6.总结分析：结论与建议,回顾所有的数据与分析将结论与假设进行比较确认获得结论的关键因素抽取对于业务最重要的结论和建议对于每一项建议，尽量给出具体计划和实施方法,获得消费者洞察的常用调研工具,零售研究消费者追踪消费者行为与态度调研购物与消费观察品牌定位研究产品/口味/概念测试,一些调研的技巧-需要更好的调研公司,明确目的：发现，刺激，激发更多，更好地使用定性研究 更好的主持人 更好的甄别、邀请 更好的问题 更好的技巧,一些调研的技巧-从精准的目标对象开始,面对太宽广的目标对象，很难取得较深入的理解 从精确定义的目标对象中

13、找到一些想法，再到广一些的对象中去求证,一些调研的技巧-解构消费者与下列主题的关系,品牌竞争品牌产品品类,一些调研的技巧-引发消费者的讨论与互动,充分运用道具产品认知图该品牌或竞争者的广告品牌认知图/联想/拟人化概念及定位刺探关系及情感,一些调研的技巧-投入到你的消费者中,参加访谈自己做访谈张开你的眼睛和耳朵观察他们的身体语言不只听他们说什么 而是听他们想表示什么如果你会心一笑 那可能是一个很棒的洞察,一些调研的技巧-帮助引发洞察的好问题.,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

14、？-在购买使用前、中、后，他 们脑子想些什么？-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？-人们对我们认知或感觉为何？-消费者转换品牌的代价是什么？,一些调研的技巧 具体方法,使用道具：剪贴画、题板、日志分类、组合、排序陪同购物、一起使用、体验生活将使用过程拍照、录像、记日记“剥洋葱法”提问技巧，层层深入“投影”技巧，揭示调研对象不愿明确承认的动机与想法“阶梯法”，从功能向情感的升华,用了它很安心,例:1)锁,因为所以,坚固的锁,小偷撬不开,

15、家里很安全,(特点),(理性),(感官),(感性),*思考：哪一层次在现阶段可帮助找到差异点？,阶梯法,含维生素C,例:2)橘子,阶梯法,最后，在调研时请记住-洞察是：有关人性或情感的某个真实面未被发现，被遗忘，不显而易见不只是有趣的事实或消费者的认知 需要与品牌联结 可能来自任何人，任何地方,Workshop 1,Human Insights,Assignment,Each team will be assigned a product or service and a corresponding targetIn the absence of formal research,“become

16、”your target and generate at least 10 insights,keeping your product/service“loosely”in mindUse the hint list,as appropriateNarrow the field to 1 or 2 viable insightsRecord how you narrowed the fieldRecord how you decided to apply the insight-(Strategy?Execution?),Product/Service and Targets,1.Disney

17、 Consumer Products2.Haagen Daz premium ice-cream3.Reebok athletic shoes4.Hennessy VSOP5.SKII Skincare6.Pert Shampoo7.Kellogg Mueslix cereals8.Fei Yang Juice Tea Drinks9.Philip Morris Parliment10.Teco Cellular phones,Parents of 3-7 year oldBaby boomersMales 12-17Males 25-39Women 20-39Adults 20-39(esp

18、 females)Teens,young adultsAdults 25+Adults 18+,Look Closely,Broadly,Deeply,Think about your targets:Product/brand relationship:Usage habits,motivators,emotionsCategory motivators Lifestyle,lifestageGeneration:Common history,mythsCultural expectationsPlans,dreamsPsychological needs:Family,friends,As

19、pirations“Human”weaknesses:Fears,confessions,etc.,CONCEPT,Agenda,Whats conceptThe importance of the conceptHow to evaluate conceptExerciseConcept development process,What is concept,A good concept is the description of a deliverable product/positioning/program promise expressed in a language which i

20、s meaningful and appealing to the consumerTruth well toldWe are using concept everywhere&anytime,Concept Structure,Consumer insight Describe the need or problemBridge product and consumersLead to solutionBenefit/Proposition Product promise to bring benefit or solve problemsGenerate purchase intentio

21、nReason Why Make consumers believe the promiseGet rid of the suspicion Additional information(e.g.Pricing),Concept Examples-“One Second”Soak Free Detergent,Consumer insight:Washing clothes is a very troublesome thing.In order to clean it well,I have to put the clothes into the water for a while then

22、 wash.Its too time consuming.Isnt a good way to clean the clothes well&save time?Benefit:Introduce New“One Second”soak free detergent,save you half washing time and give you more time to enjoy the life.Reason Why This is because“One Second”detergent has a unique Enzyme called Penetein,it not only cl

23、ean the tough stain well,but also can penetrate into the stain fast.So you dont need to soak the clothes anymore.Additonal Information:Price:400g only 2RMB,Concept Examples-“Pampers”Diaper,Consumer insight:Sleeping is very important for my babys growth.If they can sleep well then they can grow stron

24、ger and be more intelligent.However,the cloth diaper cant well absorb the urine and always make my baby wake up crying in the midnight.Im really concerned about this.Benefit:Introduce New“Pampers”baby diaper,an innovative diaper to fully absorb the water and leave your baby has good whole night slee

25、p.Reason Why This is because“Pampers”Diaper has a high tech paper which can absorb 6 times more water than normal cloth diapers.Its effectiveness has been proved by China Baby Growth Association.“Pampers”baby diaper,super power to absorb water that leave your baby to have good whole night sleep.,Con

26、cept Exercise 1,Write a concept for your mobile(5 minutes)Share with the group(10 minutes),CONCEPT:to change consumers mind,CURRENT REALITY,DESIRED FUTURE,Concept:a great tool for CHANGE!,The role of the concept,Lead the new product developmentLead the reposition of the existing productLead the copy

27、/promotion and other communication-integrated&focusedLead the instore display program developmentHelp company to evaluate new product potential in market&decide the investment scale for strong ROIHelp business make choices,If concept is wrong,what will happen,Wrong productWrong advertisingWrong prom

28、otionWrong packagingWrong investmentWaste of time,money and life,Check list for concept evaluation,Strong&Relevant benefits that the product brings to consumers?Whats the changes that product makes to consumers life?Whats different petitors or current solutions?Is the reason to believe convincing?Is

29、 it in line with brand SCORE?Is it easy to understand?,Concept Exercise 1,Judge whether the following concepts are good or bad?Why?,Concept-“All In One”Car,Consumer insight:I want to have a car.Thats the dream for me since childhood.I still remembered I touched neighbours car everyday before I went

30、to school.Benefit:Introduce New“all In one”car.It meets every dream you are having for the car.Its beautiful,speedy,safe,elegant and cheap.Also,the maintainence is very easy.A perfect car.Reason Why This is because“all in one”car is produced by world class company,world class workers and world class

31、 process.All In One Car,world class car,satisfying your every dreams of car.,Concept-“Millionaire”Program,Consumer insight:I want to be rich.But I have limited education,little money and no people network,I really dont know how.Benefit:Introduce New“Millionaire”program.It will guarantee you become m

32、illionaire within just 1 year by just putting 1000 RMB in every year!Reason Why This program has been designed by Harvard professor Dr.XX and help more than 1Mio people achieve their dream to become Millionaire within just one year.Join Millionairie Program,become Millionaire within one year with on

33、ly 1000RMB investment.,Concept-FARMER Mineral Water,Consumer insight:Current world is full of pollution.Im really worried about the water quality Im drinking.I dont know whether its trusworthy.Benefit:Introduce New FARMER Mineral Water,Its so pure to make you feel a little sweet after the drinking.R

34、eason Why This is because that the water is coming from the deep water of the beautiful QianDao Valley-the national protected zone.Additonal Information:“FARMER”Mineral Water,a little sweet.,Concept-Apple laptop computer,Consumer insight:When Im taking long hour flight,Im always feel bored during th

35、e trip-you cant move,cant call mobile,cant shout especially on the long hour travelling.Benefit:Introduce New Apple Laptop,it offers you the biggest screen and the smallest screen for your choice,so you can enjoy your travel time.Reason Why This is because Apple biggest 17 Ince.Screen laptop gives y

36、ou vivid show for watching movies while 12 Ince.Smallest screen laptop is very convenient for you to carry.New Apple Laptop,biggest or smallest,the best from Apple.,Concept-“GOOD SLEEP”Quilt 1,Consumer insight:Winter is coming.Its really cold in the night-sometimes make me cant sleep well in the nig

37、ht.Benefit:Introduce New“GOOD SLEEP”quilt,it can keep you very warm when you sleep.Reason Why This is because“GOOD SLEEP”quilt is using a warm keeping material to keep me warm.“GOOD SLEEP”quilt,warm you in winter.,Concept-“GOOD SLEEP”quilt 2,Consumer insight:Winter is coming.Its really cold in the n

38、ight,especially during the days before the heating equipment is ready.I really worry about my kids who may not sleep well in the night and influence his health.Benefit:Introduce New“GOOD SLEEP”quilt,it can give you the superior Warm Protection which on others can compare,keep you&your kids have a gr

39、eat sleep in cold winter.Reason Why This is because“GOOD SLEEP”quilt is using a high tech warm materials which is used&proven by the US space ship bureau to have Triple power to keep the warmth than normal cotton.“GOOD SLEEP”quilt,Triple protection,warm your family in winter.,Concept-J&J Baby Shampo

40、o,Consumer insight:My baby love taking bath.Everytime,she is laughing&playing all the time.Im really worried that the adult shampoo will hurt her tender eyes.So I normally dont use any shampoo to wash her hair.Benefit:Introduce New J&J Baby Shampoo,its mild formula will not irritate your babys eyes,

41、give you and your baby the complete enjoyment during the bathing.Reason Why This is because J&J baby shampoo is using the natural ingredients and PH balanced which is mild to babys eyes.“J&J”Baby Shampoo,mild care your baby without irritating their eyes.,Concept-EXTRA Chewing Gum,Consumer insight:I

42、like the chewing gum,but Im worried about the sugar inside will hurt my teeth also make me gain weight easily.Benefit:Introduce EXTRA Sugar Free Chewing Gum,it provides you the same refreshing feeling but sugar free,it can help protect your teeths health.Reason Why This is because Extra Sugar Free C

43、hewing Gum is using the most advanced natural sweeters.Test has showed using EXTRA can drop the tooth problems by 30%.“EXTRA”Sugar Free Chewing Gum,well protect your teeths health.,Concept-“Top Tea”,Consumer insight:I like drinking tea.The best tea is from the spring.The top leave of the tea tree is

44、 the best.Its so fresh and taste the best.Benefit:Introduce“TOP Tea”,it provides you the best freshness from the best you can experience ever.Reason Why This is because“Top Tea”is the only tea by picking up the freshest leaves of the tea tree in spring.“Top Tea”,the only fresh tea from the top leave

45、s.,Summary:10 SECRETS TO MAKE GOOD CONCEPTS,1.New unmet benefit2.Solve unique problem3.Superior product vs.current market solutions4.Capture the New Trend5.Relevant consumer insight6.Leverage the umbrella brand7.Pricing advantage8.Simple&Focused9.Endorsement10.Beat the Golden standard,Summary:5 secr

46、ets to make bad concepts,Me tooNo competitive advantageNot relevantNiche areaDifficult to understand,Concept Exercise 1,Write a good concepts for this apple based on the good concept guidelines.,Concept Exercise 2,Write an new Good product upgrade concept for your brand.,Concept development Process,

47、1.Planning form team&define process Write brief to define the goals2.Consumer understanding:Explore existing research&conduct new researchesTeam write Consumer blueprint 3.Concept brainstorm 4.Concept evaluation(Concept Test&or Concept&Product Test)5.Concept implementationCore element for copy/packaging/promotion/PR/display development brief,Concept should evolve according to the market trend,1st to win on conceptif not,win on executionConcept should evolve together with the market change,