消费者洞察(奥美)

O&MRef:TN/CR/INSIGHTS/rc1消费者洞察InsightsJeanLinSeptember1998O&MRef:TN/CR/INSIGHTS/rc2什麽是消费者洞察?Whatisaninsight?定义O&MRef:TN/CR/INSIGHTS/rc3什麽是消费者洞察?Whatisaninsight?定义什麽是好的消费者洞察?Whatmakesagoodinsight?O&MRef:TN/CR/INSIGHTS/rc4什麽是消费者洞察?Whatisaninsight?定义什麽是好的消费者洞察?Whatmakesagoodinsight?如何得出好的消费者洞察?Howtogetthem?O&MRef:TN/CR/INSIGHTS/rc5消费者洞察是.....AnInsightIs.....O&MRef:TN/CR/INSIGHTS/rc6消费者洞察是.....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,DonChaisasharpobservationthatseethroughthesurfaceofsomething.O&MRef:TN/CR/INSIGHTS/rc7SeethroughO&MRef:TN/CR/INSIGHTS/rc8洞察是.....你观察到消费者生活里的一些素材或想法它们是Relevant&UnexploitedO&MRef:TN/CR/INSIGHTS/rc9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!”O&MRef:TN/CR/INSIGHTS/rc10春天的故事O&MRef:TN/CR/INSIGHTS/rc11春天的故事我是个瞎子Iamblind.O&MRef:TN/CR/INSIGHTS/rc12春天的故事我是个瞎子Iamblind.现在是春天，而我是个瞎子Thisisspring,andIamblind.O&MRef:TN/CR/INSIGHTS/rc13洞察力，就是找到“春天的意思”的能力O&MRef:TN/CR/INSIGHTS/rc14InstinctO&MRef:TN/CR/INSIGHTS/rc15InstinctItfeelsrightO&MRef:TN/CR/INSIGHTS/rc16观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsight(1)令观者投入(beinvolving)“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”Someone'stouchedmyheart.O&MRef:TN/CR/INSIGHTS/rc17(2)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观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsightO&MRef:TN/CR/INSIGHTS/rc18(3)可得到普遍大众的共鸣，而不是去夸大一人的观感(widelyshared,notanexaggeratedperspectiveofoneperson)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!”观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsightO&MRef:TN/CR/INSIGHTS/rc19(4)能连结产品利益点及情感的需求(connectproductbenefitstoemotionalneeds)观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsight只有情感滥情O&MRef:TN/CR/INSIGHTS/rc20(4)能连结产品利益点及情感的需求(connectproductbenefitstoemotionalneeds)观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsight只有情感滥情某些情感，在某种情境之下特别感人O&MRef:TN/CR/INSIGHTS/rc21(4)能连结产品利益点及情感的需求(connectproductbenefitstoemotionalneeds)观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsight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O&MRef:TN/CR/INSIGHTS/rc22(5)触及某种关键时刻(MomentofTruth)(IdentifywithaMOT)观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsight突然的觉醒(SuddenAwareness)最令人永生难忘O&MRef:TN/CR/INSIGHTS/rc23(5)触及某种关键时刻(MomentofTruth)(IdentifywithaMOT)观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsight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O&MRef:TN/CR/INSIGHTS/rc24(6)不只是一个类比，或巧妙的比喻(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”观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsightO&MRef:TN/CR/INSIGHTS/rc25(7)释放创意的可能性，而不是限制创意的呈现(OpenupawarenessforCreatives,notrestrictthemtoapre-definedidea.)观察∶什麽是好的消费者洞察Observations:WhatMakesAGoodInsightO&MRef:TN/CR/INSIGHTS/rc26如何得到消费者洞察HowtogetthemObservation-观察力Creativity-创造力O&MRef:TN/CR/INSIGHTS/rc27福尔摩斯观察法O&MRef:TN/CR/INSIGHTS/rc28反面人阶梯教室连坐法+