奥美《消费者洞察Consumer_Insight》79页

&Ogilvy&Mather消费者洞察ConsumerInsightJamesWongNovember1998&Ogilvy&Mather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?&Ogilvy&Mather消费者洞察是..…AnInsightis…..&Ogilvy&Mather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.&Ogilvy&MatherSeethrough&Ogilvy&Mather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.&Ogilvy&Mather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.)&Ogilvy&Mather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...&Ogilvy&Mather春天的故事TheStoryofSpring&Ogilvy&Mather春天的故事TheStoryofSpring我是个瞎子Iamblind.&Ogilvy&Mather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.&Ogilvy&Mather洞察力，就是找到“春天的意思”的能力&Ogilvy&MatherInstinct&Ogilvy&MatherInstinctItfeelsright&Ogilvy&Mather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&Ogilvy&Mather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&Ogilvy&Mather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.&Ogilvy&Mather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.&Ogilvy&Mather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.&Ogilvy&Mather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!&Ogilvy&Mather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!)&Ogilvy&Mather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)&Ogilvy&Mather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&Ogilvy&Mather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)&Ogilvy&Mather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.”&Ogilvy&Mather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?&Ogilvy&Mather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?&Ogilvy&Mather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?&Ogilvy&Mather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?&Ogilvy&Mather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&Ogilvy&Mather不只是一个类比，或巧妙的比喻(metaphor)(notjustananalogyornicelyphrasedmetaph