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Click to edit Master title style,Click to edit Master text styles,Second level,O & M,Ref: TN/CR/INSIGHTS/rc,28,消费者洞察,Insights,Jean Lin,September 1998,什麽是消费者洞察,?,What is an insight?,定义,什麽是消费者洞察,?,What is an insight?,定义,什麽是好的消费者洞察,?,What makes a good insight?,什麽是消费者洞察,?,What is an insight?,定义,什麽是好的消费者洞察,?,What makes a good insight?,如何得出好的消费者洞察,?,How to get them?,消费者洞察是,.,An Insight Is .,?,消费者洞察是,.An Insight Is .,英文字典说，,Insight,是看清,/,看入某一状况的能力,The English dictionary says an insight is the power or act of seeing into a situation.,中文字典说，洞察是洞悉事物原委的观察,The Chinese dictionary says, Don Cha is a sharp observation that see through the surface of something.,See through,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 & 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,!,”,春天的故事,春天的故事,我是个瞎子,I am blind.,春天的故事,我是个瞎子,I am blind.,现在是春天，而我是个瞎子,This is spring, and I am blind.,洞察力，就是找到,“,春天的意思,”,的能力,Instinct,Instinct,It feels right,观察什麽是好的消费者洞察,Observations: What Makes A Good Insight,(1),令观者投入,(be involving),“,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,”,Someones touched my heart.,(2),有深度，不只是浮面的,(have depth, and not be frivolous),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: What Makes A Good Insight,(3),可得到普遍大众的共鸣，而不是去夸大一人的观感,(widely shared, not an exaggerated perspective of one person),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: What Makes A Good Insight,(4),能连结产品利益点及情感的需求,(connect product benefits to emotional needs),观察什麽是好的消费者洞察,Observations: What Makes A Good Insight,只有情感滥情,(4),能连结产品利益点及情感的需求,(connect product benefits to emotional needs),观察什麽是好的消费者洞察,Observations: What Makes A Good Insight,只有情感滥情,某些情感，在某种情境之下特别感人,(4),能连结产品利益点及情感的需求,(connect product benefits to emotional needs),观察什麽是好的消费者洞察,Observations: What Makes A Good Insight,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,(5),触及某种关键时刻,(Moment of Truth),(Identify with a MOT),观察什麽是好的消费者洞察,Observations: What Makes A Good Insight,突然的觉醒,(Sudden Awareness),最令人永生难忘,(,5),触及某种关键时刻,(Moment of Truth),(Identify with a MOT),观察什麽是好的消费者洞察,Observations: What Makes A Good Insight,突然的觉醒,(Sudden Awareness),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,(6),不只是一个类比，或巧妙的比喻,(not just an analogy or nicely phrased metaphor),“,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: What Makes A Good Insight,(7),释放创意的可能性，而不是限制创意的呈现,(Open up awareness for Creatives, not restrict them to a pre-defined idea.),观察什麽是好的消费者洞察,Observations: What Makes A Good Insight,如何得到消费者洞察,How to get them,Observation -,观察力,Creativity -,创造力,福尔摩斯观察法,反面人,阶梯教室,连坐法,+,
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