利用调查寻找消费者洞察

Ogilvy&Mather1Ref:TN/BRIEF/INSIGHT/rcOgilvy&Mather2Ref:TN/BRIEF/INSIGHT/rcUSINGRESEARCHTOFINDCONSUMERINSIGHTS利用调查寻找消费者洞察O&MChinaPlanningWorkshopBeijing北京2nd-4thMay2002Ogilvy&Mather3Ref:TN/BRIEF/INSIGHT/rcBrilliantadvertisingmustbedevelopedaroundaconsumerinsight.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?Ogilvy&Mather4Ref:TN/BRIEF/INSIGHT/rcAdsthatleverageconsumerinsights:运用消费者洞察而产出的广告ˉrelate(与你相关)ˉconnect(与你连心)ˉinvolve(让你投入)ˉmotivate(给你动机)INSIGHTSDRIVERELEVANCEOFADS洞察力能驱动广告的相关性Ogilvy&Mather5Ref:TN/BRIEF/INSIGHT/rcWhatisaconsumerinsight?什麽是消费者洞察•ACONSUMERHABITORATTITUDETOTHEPRODUCT,THEBRAND,ORTHECATEGORYTHATISMOTIVATINGANDLEVERAGABLEINCOPY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ˉProductattributesoftennolongersufficienttodifferentiateormotivatechoiceˉ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。Ogilvy&Mather6Ref:TN/BRIEF/INSIGHT/rcAninsightis...消费者洞察是.....•asuddenawareness一种突然的觉醒•amoment,oraflashofunderstanding某时刻，或某一刹那间的了解CAUTION:Aproductorabrandcangeneratemanyinsights-thetrickistoidentifytheinsightthatisthemostrelevantandmotivating.请注意∶一个产品或品牌可以引发许多、许多的洞察-重要的是如何去分辨最具相关性及最具激发力的洞察。Ogilvy&Mather7Ref:TN/BRIEF/INSIGHT/rcConsumerinsightsandthecreativebrief消费者洞察及创意简报•Relevantinsightsarethebridgeorlinkbetweentheproductattributes,productorbrandpromiseandtheproposition,ortriggerinthecreativebrief.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)•Agoodcreativebriefwillalwaysdescribestatethekeyconsumerinsight,andwillleadfromthattotheproposition/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。Ogilvy&Mather8Ref:TN/BRIEF/INSIGHT/rcYellowPages黄页电话簿•Example1-USad例1.--美国–recognisesthefactthatpeopledonotuseYP,exceptforemergencies-andportraysthatfact.Anunmotivating,irrelevantuseofinsight.ˉ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.•Example2-UKad例2-英国–recognisesthefactthatpeopleonlyuseYPforthenastythingsinlife-butleveragesthisinsightinamorerelevantandmotivatingway,bysayingthatYPisthereforthemorepleasantthingsinlifetoo.CommercialgeneratedexcellentbusinessresultsforYP.ˉ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Ogilvy&Mather9Ref:TN/BRIEF/INSIGHT/rcYellowPages-UKCreativeBrief黄页--英国版的创意简报•Whatistheproduct...YPisalistingofallcommercialservicesthatareavailableinyouarea产品是什麽?黄页上记录所有在本区可以找到的商业服务•Aboutthetargetaudience...mostpeopleneverthinktousetheircopyofYPunlesstheyhaveanemergencyinthehouse.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...ThecompaniesinYPcanhelpyouwithsomeofthenicerthingsinlifetoo!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Ogilvy&Mather10Ref:TN/BRIEF/INSIGHT/rc•Whyshouldidentifyingtheconsumerinsightbethecriticalchallengeofacopydevelopmentstrategy?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?ˉitfocusescreativedevelopment对准焦点在创意发展的过程ˉitdrivesrelevance相关性回应而生ˉsavestime-rightfirsttime!节省时间-第一次就做对!Ogilvy&Mather11Ref:TN/BRIEF/INSIGHT/rcWheredoinsightscomefrom?消费者洞察从何处来Ithastodowithtalkingto,andwatchinghumanbeings,orconsumers.与人谈话，观察人性Ogilvy&Mather12Ref:TN/BRIEF/INSIGHT/rcTheinsightforTWISTchocolateswasgeneratedTWIST巧克力的消费者洞察是如此产生的ˉinaconferenceroom在会议室里ˉbycreativesandotherpersonnelwhowerealsoconsumers创意人员和很多别的部门的成员ˉviaobservationandanecdotes对别人的观察及知道的趣事EATTHEBEST,ANDSHARETHEREST(SHOWCOMMERCIALFORTWISTCHOCOLATES)把最棒的吃掉，剩下的才分掉!Ogilvy&Mather13Ref:TN/BRIEF/INSIGHT/rcThenatureofconsumerinsights消费者洞察的本质•Sosimpletorecognise,butsodifficulttofind!如此简单，却难以寻觅!ˉHowtofindinsights?如何找到Insight?ˉHowtochoosetherightinsights,withthemostpotential?如何选择正确而又有潜力的Insight?Ogilvy&Mather14Ref:TN/BRIEF/INSIGHT/rcHOWTOFINDLEVERAGABLEINSIGHTS?如何寻找可资运用的消费者洞察?ˉQUALITATIVERESEARCH质化调查ˉDEDICATEDRESEARCH专门的调查ˉOBSERVATIONSOFSELFANDFELLOW'CONSUMAN'BEINGS!观察自己和周遭的人群!Ogilvy&Mather15Ref:TN/BRIEF/INSIGHT/rcWhatarewelookingfor?我们在寻找什麽?•anaspectofhumanbehaviour人性行为的一个层面•springingfromtheconsumerrelationshipwiththecategory,theproductorthebrand从消费者与该类别、产品，以及品牌关系衍生而来!•thatissufficientlyrelevantandmotivatingtodrivetheadvertisingidea高度相关，高度激发，定以主导广告的创意idea.Ogilvy&Mather16Ref:TN/BRIEF/INSIGHT/rcConsumerinsightresearch...消费者洞察的调查......deconstructstheconsumer'srelationshipwith...解构消费者与下列项目的关系ˉthebrand品牌ˉcompetitors'brands竞争品牌ˉtheproduct产品ˉthecategory类别Ogilvy&Mather17Ref:TN/BRIEF/INSIGHT/rc•Researchamongstdefinedtargetaudience对特定的目标对象进行的调查•Stimulatediscussionandinteractionwithconsumersvia引发消费者的讨论与互动，运用ˉproductmappings(attributesandbenefits)产品认知图ˉbrandandcompetitiveadvertising该品牌或竞争者的广告ˉbrandmappings/associations/personification品牌认知图/联想/拟人化ˉladderingtechniques阶梯式渐层的技巧ˉconceptsandpositioningwork概念及定位•Probeforrelationshipsandfeelings刺探关系及情感Consumerinsightresearch...消费者洞察的调查...Ogilvy&Mather18Ref:TN/BRIEF/INSIGHT/rcQuestionsthathelptogenerateinsights...TheproductUsingitBrandEnvironmentWhatisitmadefrom?Whobuysit?Lotsorfew;distinctiveorsimilar?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/topicsareweorHow