3. 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?
4. 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?
5. 消费者洞察是.....
An Insight Is .....?
6. 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.
12. 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.
13. 洞察力,就是找到
“春天的意思”的能力
14. Instinct
15. InstinctIt feels right
16. 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”
"Someone's touched my heart."
17. (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
18. (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
19. (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
20. (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
21. (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
22. (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
23. (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
24. (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
25. (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
26. 如何得到消费者洞察How to get them Observation - 观察力
Creativity - 创造力