奥美：消费者洞察.pdf

Ref: TN/CR/INSIGHTS/rc
消费者洞察
Insights
Jean Lin
September 1998
O & M1
Ref: TN/CR/INSIGHTS/rc
 什麽是消费者洞察什麽是消费者洞察??
What is an insight?
定义
O & M2
Ref: TN/CR/INSIGHTS/rc
 什麽是消费者洞察什麽是消费者洞察??
What is an insight?
定义
 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?
O & M3
Ref: TN/CR/INSIGHTS/rc
 什麽是消费者洞察什麽是消费者洞察??
What is an insight?
定义
 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?
 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?
O & M4
Ref: TN/CR/INSIGHTS/rc
消费者洞察是.....
An Insight Is .....
O & M5
Ref: TN/CR/INSIGHTS/rc
消费者洞察是.....
An Insight Is .....
 英文字典说英文字典说，，InsightInsight是看清是看清//看入某一状况的看入某一状况的
能力
The ElihEnglish dicti onary sayssanan iiihtnsight is theepowerpoweror
act of seeing into a situation.. situation
 中文字典说中文字典说，，洞察是洞察是「「洞悉事物原委的观察洞悉事物原委的观察」」
The Chinese dictionary says, "Don Cha" is aasharpsharp
observation that see through the surface of somethingsomething..
O & M6
Ref: TN/CR/INSIGHTS/rc
See through
O & M7
Ref: TN/CR/INSIGHTS/rc
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"
O & M8
Ref: TN/CR/INSIGHTS/rc
它必需有明显的相关性 (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 ((punexploited )
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 & M9
Ref: TN/CR/INSIGHTS/rc
春天的故事
O & M10