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消费者洞察ConsumerInsight,JamesWongNovember1998,什么是消费者洞察?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?,消费者洞察是.AnInsightis.,?,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.,Seethrough,什么是“消费者洞察”?,你观察到消费者生活里的一些素材或想法它们是Relevantdistinctiveorsimilar?IsitFamous,new,traditional?Local,cultural,international?Whatdopeoplealreadyknow/feelaboutus?Whattrend/issues/topicsareweorcouldwebelinkedto?Whatentertainmentsdowefitinwith?Whatisatstakeforconsumerstochangebrands?Isadvertisingforthecategorydistinctiveorsimilarinstrategy,execution?Whatisitstoneofvoiced?Arethereanyelementsinouradvertisinghistorywhicharepositivelyornegativelyassociatedwithus?,创意发展调查的角色Roleofcreativedevelopmentresearch,确认哪一种创意途径，将此洞察的潜能发挥到极致Toidentifywhichcreativeroutemaximisesthepotentialoftheinsight概念(adcepts)脚本(scripts/storyboards)通常在“洞察”已出现后，才举行Normallydoneafterinsighthasbeenfound,So,howdoyoutranslateaninsightintoaBigIdea?,有两种类型的大创意TwoTypesOfbigidea,执行性的大创意bigexecutionalideas策略性的大创意bigstrategicideas,相应也有两种类型的消费者洞察Twotypesofinsight,两种类型的消费者洞察Twotypesofinsight,对消费者生活中与产品类/品牌相关的观察，从而导致形成一个独特的，强而有力的创意执行Observationsaboutmylifeinrelationtothecategory/brandthatleadtopowerfulindividualexecutions,AClassicExample:Impulse,Femalebodyspraybrandfoundedonredrosesandromanceinthe1970s“mencanthelpactingonimpulse”whenabeautifulgirlbreezesbyHowever,1990sgirlpowermeanswomennolongeracceptbeingshownaspassiverecipientsofmaleattentionpreparedtotaketheinitiative,Needtofindadelicatebalancebetweenbeingtruetothebrand(recipientofattention)andtruetoconsumer(deliberatelyattractingattention),一个例子：Impulse,70年代开始出现一些基于roses和浪漫的女性用体香剂品牌洞察:“当美丽的女孩从身边一阵风走过时，男人都禁不住会即时起反应”然而，九十年代的女性魅力意味着女人不再愿意被看作出被动地接受男人的注意她们准备采取主动,需要在接受注意（品牌的真实）和有意地吸引注意（消费者的真实）之间找到微妙的平衡,SomeMoreExamples:Skincare,“EachnewwrinkleremindsmeofhowmuchmoreIwanttodowithmylife”,“WhenmyporesaresmallIwontmindifyoustareatme-evencloseup”,“Firstimpressionscount,andblackheadscountagainstyou.”,“Icantchangemyageonmyidentitycard,butIcancontrolhowoldIlook”,“WhenIlookatmyself,Iwishmyeyeshadasoft-focuslens”,“Bymid-afternoon,peoplecanseetheirfacesreflectedonmynose”,“WhydoIhavetobeaprisonerofthesunIdontwanttobecompletelycoveredinarmourwheneverIgoout”,两种类型的洞察TwoTypesOfInsight,对消费者生活与产品类/品牌相关的观察，从而能导致形成一个强有力的创意执行Observationsaboutmylifeinrelationtothecategorythatleadtopowerfulindividualexecutions一个“MissingLink”，它能导致建立一个新的策略性品牌定位创意Amissinglinkwhichestablishesanewstrategicbrandpositioningidea,某些“MissingLink”洞察的规律SomeLawsOfMissingLinkInsights,它们让没有关联的事情之间建立联系Theymakethedisconnectedconnect它们不是真正的“发现”Theyarenottruediscoveries“Youinventnothing.Yourediscoverwhatyouhaveforgotten”Socrates“Discoveryisseeingwhateverybodyhasseenandthinkingwhatnobodyhasthought”Germanidiom它们在品牌和消费者之间建立起真正的共鸣关系Theyestablisharealcomplicitybetweentheadvertiserandtheconsumer,四种类型“MissingLink”FourGroupsOfMissingLink,1.关于人的Tappingintowhatturnspeopleonculturally,communallyorindividually,BankOfChina-Singapore,ToyoungSingaporeanChinese,BankofChinawasseenastheestablishmentbankforold-styleChineseyoungSingaporeansarehighlycosmopolitan;yettheystillreveretraditionalChinesewisdomandimagery,andthewayChinesedobusinessByappealingtothisculturalotherside,BankofChinasuccessfullybroughtyoungChineseintoitsfranchise,三菱拖拉机泰国MitsubishiTractors-Thailand,InruralThailand,institutionalauthorityisregardedwithdisdainthearmyandpoliceforceareroutinelyridiculedfortheirincompetenceinthelocalbarsandclubsBeliefinwidespreadcorruptionandcronyismleadstoanacutesenseofself-dependence,Creatingaconceptofasuperfarmermarriesthetwothemesperfectly,andforgesasenseoftribalidentity,BritishTelecom-Britain,Tomen,thephoneisaninstrumenttodeliverprecisemessageswithaclearpurpose:meanstoanendlackofemotionalgratificationperceivewomentochataimlesslyHabituallypaythebills,andperceivethemtobehigherthantheyactuallyarecausesacuteresentment/guiltinbothsexes,andlessusage,Teachmentorespectwomensapproachtothetelephone,andviewtheactofphoningasgivingpleasure:anendinitself,2.关于产品的Reinterpretingthewayaproductattributeispresented,四种类型“MissingLink”FourGroupsOfMissingLink,Volvo850-Britain,Brandfranchisebuiltonsafety;butwanttolaunchahighperformancesaloonsafetyisveryboringtonewcategorytargetwhoenjoythethrillofmotoringOppositeendsofthepositioningspectrumcreateadifficultparadox,Resolveparadoxbyexaggeratingbothendsofthespectrum:thosepeoplewhovaluesafetymostarethosewho(haveto)takethemostrisksinlife!,亚洲油化印度AsianPaints-India,PaintbrightensuphomeseverywhereHowever,inIndia(apoorcountry),painttakesonanadditionalrelevanceasasymbolofprosperityqualityofhome=qualityoflife,Identifywiththemythofoverflowingmilktohighlightthequalityofthepaint,andmakeitanindeliblepartofthecelebrationofwealth,BUPA-Britain,PrivatehealthcareadvertisingcharacterizedbysmilingfacesintherecoverywardAttitudestoBUPAhighlypositive,butsalesunder-performingclaimedusagepeopleonlythinkoftheirhealthwhentheyareill(butBUPAisaninsuranceproductyoustumbleacrossthem!factshavenohumandimension:truthispureinstinctInsightsbuildsonhumanintrospectionandcuriosity;itisaverypowerfulforceInsightsswitchfocusfromproblemtosolutionInsightsalmostalwaysrepositionyourcompetitorsInsightsarealwaysobviousinhindsightusethisfactortojudgeyourinsights!,SomeFinalThoughts,案例分析,江中痔康片,背景,96年底，江中制药厂计划推出一种新的痔疮药痔康片纯天然中药制成内服治疗痔疮发作功能特点是“凉血止血，清热解毒，润肠通便”江中为了制定痔康片上市的行销及传播策略，委托华南市场研究公司在广州/北京进行痔疮药消费者的质化研究痔疮患者座谈会和专业医生探访奥美被邀请参加广告比稿，为此也在广州进行了一些质化研究包括患者深度探访，患者座谈会和专业医生探访,华南的研究结论,目前市场上痔疮药品牌比较多，但各品牌优势不明显与会者对痔康片的概念（B）接受程度十分高，普遍认为痔康片上针对轻中度痔疮患者的，与会者推崇纯天然，但对其真实性有怀疑专业人士认为没有必要把痔康片分为内痔、外痔，因为痔康片的止血效果并不具备优势，通便、清热、解毒之功能对内外痔均十分必要对痔康片的包装设计接受程度十分低，普遍认为包装不能与概念相配，应突出“纯天然中草药”和“新药”特色，但亦不太华丽对价格的接受程度集中在10-30元之间,概念卡B,目前有一种治疗痔疮的口服新药，它是由纯天然中草药烯莶草和金银花等制成，具有凉血止血，润肠通便，消肿止痛之功效，适用于治疗轻度和中度内痔，服用后可以迅速止血，消除肛门肿痛，下坠感，还可以润肠通便，预防和消除痔疮的主要病因便秘，达到标本兼治的目的。此药为口服片剂，铝塑包装，服用和携带都很方便。轻轻松松治痔疮口服每天3次，每次3片，7天为一疗程，一盒36粒装,华南的建议,定位于轻中度痔疮患者，作为急性发作期的辅助治疗之一，作为发作前后的预防和维持用药突出“纯天然中药”和“新”的产品形象加强对医生的宣传工作，可以用样品发放形式，让医生处方痔康片，引导消费者重视单位医务室和药店的促销，营造“纯天然”和“新药”的销售气氛突出“润肠通便，凉血解毒”之功效，宣传痔康片可以使每个人“能吃想吃的东西，能到想到的地方”这个利益点以电视广告为主要广告手段，重视地区媒体接触习惯的差异,奥美对痔疮患者的研究,研究目的：找到一些对痔疮患者有洞察力的透彻理解(insight)，以便用最有效的策略和最具有冲击力的创意去打动患者，让他们考虑用痔康片对付痔疮研究方法：从专科医生和患者两个角度来了解消费者，包括座谈会和探访研究内容：主要集中在患者的身理和心理感受，患者对付痔疮的行为和态度，以及使用痔疮药的习惯和态度上,奥美对痔疮患者的研究,通过研究我们找到什么？我们相信通过研究找到一个最重要的：“难言之苦”，它反映的是痔疮这个病的本质：它不是什么大病，但发作时却让人有很大的痛苦这种痛苦即有肉体上的，也有精神上的这种痛苦往往难以诉说和被人分担，患者必须自己默默承受这种病有一定程度的隐私性对待这种病时，患者往往会感到麻烦，尴尬,奥美对痔疮患者的研究,找到这个本质对痔康片的上市推广有什么用？“难言之苦”能反映出患者的内心需求：被理解和解脱我们可以用痔康片的产品功能来满足患者：帮助他们解脱“难言之苦”只有满足他们的内心需求，才能真正打动他们！,
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