奥美：消费者洞察.ppt

O & M Ref: TN/CR/INSIGHTS/rc 1消费者洞察 Insights 消费者洞察消费者洞察 Insights Insights Jean Lin Jean Lin September 1998 September 1998 O & M Ref: TN/CR/INSIGHTS/rc 2 n n什麽是消费者洞察什麽是消费者洞察? ? What is an insight? What is an insight? 定义定义 O & M Ref: TN/CR/INSIGHTS/rc 3 n n什麽是消费者洞察什麽是消费者洞察? ? What is an insight? What is an insight? 定义定义 n n什麽是好的消费者洞察什麽是好的消费者洞察? ? What makes a good insight? What makes a good insight? O & M Ref: TN/CR/INSIGHTS/rc 4 n n什麽是消费者洞察什麽是消费者洞察? ? What is an insight? What is an insight? 定义定义 n n什麽是好的消费者洞察什麽是好的消费者洞察? ? What makes a good insight? What makes a good insight? n n如何得出好的消费者洞察如何得出好的消费者洞察? ? How to get them? How to get them? O & M Ref: TN/CR/INSIGHTS/rc 5消费者洞察是消费者洞察是..... ..... An Insight Is ..... An Insight Is ..... ? O & M Ref: TN/CR/INSIGHTS/rc 6消费者洞察是..... An Insight Is ..... 消费者洞察是消费者洞察是..... ..... An Insight Is ..... An Insight Is ..... n n英文字典说, 英文字典说, Insight Insight 是看清是看清/ / 看入某一状况的能看入某一状况的能力力 The English dictionary says an insight is the power or The English dictionary says an insight is the power or act of seeing into a situation. act of seeing into a situation. n n中文字典说,洞察是「洞悉事物原委的观察」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 The Chinese dictionary says, "Don Cha" is a sharp observation that see through the surface of something. observation that see through the surface of something. O & M Ref: TN/CR/INSIGHTS/rc 7 See through See through O & M Ref: TN/CR/INSIGHTS/rc 8洞察是..... 洞察是洞察是..... ..... 你观察到消费者生活里的一些素材或想法你观察到消费者生活里的一些素材或想法它们是它们是"Relevant & Unexploited" "Relevant & Unexploited" O & M Ref: TN/CR/INSIGHTS/rc 9 它必需有明显的相关性它必需有明显的相关性(relevant) (relevant) 才能让许多人说才能让许多人说““感同身受感同身受””它必需无人触及过它必需无人触及过(unexploited) (unexploited) 才能让消费者说才能让消费者说““那就是我的感觉! 那就是我的感觉! 没有人用这种方法说出来过没有人用这种方法说出来过! !””才不会让消费者说才不会让消费者说““陈腔滥调陈腔滥调! !””O & M Ref: TN/CR/INSIGHTS/rc 10春天的故事春天的故事春天的故事