奥美广告_消费者洞察
USING RESEARCH TO FIND CONSUMER INSIGHTS 利用调查 寻找 消费者洞察
O&M China Planning Workshop
Beijing
北京
2nd-4th May 1997
Brilliant advertising must be developed around a consumer insight. 杰出的广告必定因应著一个 清楚的消费者洞察而生
Why?
为什麽?

Ads that leverage consumer insights:
运用消费者洞察而产出的广告
ˉ relate(与你相关)
ˉ connect (与你连心)
ˉ involve(让你投入)
ˉ motivate(给你动机)

INSIGHTS DRIVE RELEVANCE OF ADS
洞察力能驱动广告的相关性
What is a consumer insight? 什麽是"消费者洞察"
A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT, THE BRAND, OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE IN COPY
消费者对品牌或产品或该类别的习惯、态度，可在广告传播中运用来激发消费者，使他/她动心

ˉ Product attributes often no longer sufficient to differentiate or motivate choice
ˉ 在今日，只运用产品特性通常无法形成差异，激发 消费者的选择。

An insight is ... 消费者洞察是.....
a sudden awareness
一种突然的觉醒
a moment, or a flash of understanding
某时刻，或某一刹那间的了解
CAUTION: A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant and motivating.
请注意∶一个产品或品牌可以引发许多、许多的洞察 - 重要的是如何去分辨最具相关性及最具激发力的洞察。
Consumer insights and the creative brief 消费者洞察及创意简报
Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition, or trigger in the creative brief.
具相关性的洞察是联系产品特性品牌承诺及定位陈述的最佳桥梁。它也是创意简报中的驱动元素(Trigger)
A good creative brief will always describe state the key consumer insight, and will lead from that to the proposition/button.
一份创意简报可以详述主要的消费者洞察，以及洞察如何导到产品的定位及按扭。
Yellow Pages 黄页电话簿
Example 1 - US ad 例 1.-- 美国
recognises the fact that people do not use YP, except for emergencies - and portrays that fact. An unmotivating, irrelevant use of insight.
ˉ 了解除非在紧急事件时，否则不会有消费者会去翻阅 黄页 -- 并且在广告中呈现这个事实
没有激发力，没有相关性的洞察.
Example 2 - UK ad 例 2- 英国
recognises the fact that people only use YP for the nasty things in life - but leverages this insight in a more relevant and motivating way, by saying that YP is there for the more pleasant things in life too. Commercial generated excellent business results for YP.
ˉ 了解人们只在遇到生活中一些讨厌的事时，才会用电 话簿，但用激发较具相关性及激发力的方式呈现出来 ，先广告消费者黄页也可以让你了解在生活中较令人 可喜的层面。广告激起了极佳的商业结果
Yellow Pages-UK Creative Brief 黄页 -- 英国版的创意简报
What is the product... YP is a listing of all commercial services that are available in you area
产品是什麽? 黄页上记录所有在本区可以找到的商业服务
About the target audience... most people never think to use their copy of YP unless they have an emergency in the house.
消费者∶大部分的人除非家有急事，否则很少想到去使用黄页
Proposition/Button... The companies in YP can help you with some of the nicer things in life too!
定位/按扭....黄页在你身边，也可以帮助您做许多"生命中的美好事物"

Why should identifying the consumer insight be the critical challenge of a copy development strategy?
为什麽寻找"消费者洞察"是创意策略发展过程中的重要挑战?

ˉ it focuses creative development
对准焦点在创意发展的过程
ˉ it drives relevance
"相关性" 回应而生
ˉ saves time - right first time!
节省时间 - 第一次就做对!
Where do insights come from? "消费者洞察从何处来"

It has to do with talking to, and watching human beings, or consumers.
与人谈话，观察人性

The insight for TWIST chocolates was generated
TWIST 巧克力的消费者洞察是如此产生的
ˉ in a conference room
在会议室里
ˉ by creatives and other personnel who were also consumers
创意人员和很多别的部门的成员
ˉ via observation and anecdotes
对别人的观察及知道的趣事

EAT THE BEST, AND SHARE THE REST
(SHOW COMMERCIAL FOR TWIST CHOCOLATES)
把最棒的吃掉，剩下的才分掉!
The nature of consumer insights 消费者洞察的本质
So simple to recognise, but so difficult to find!
如此简单，却难以寻觅!

ˉ How to find insights?
如何找到 Insight?
ˉ How to choose the right insights, with the most potential?
如何选择正确而又有潜力的Insight?

HOW TO FIND LEVERAGABLE INSIGHTS? 如何寻找可资运用的消费者洞察?

ˉ QUALITATIVE RESEARCH
质化调查
ˉ DEDICATED RESEARCH
专门的调查

ˉ OBSERVATIONS OF SELF AND FELLOW 'CONSUMAN' BEINGS!
观察自己和周遭的人群!
What are we looking for? 我们在寻找什麽?
an aspect of human behaviour
人性行为的一个层面
springing from the consumer relationship with the category, the product or the brand
从消费者与该类别、产品，以及品牌关系衍生而来!
that is sufficiently relevant and motivating to drive the advertising idea
高度相关，高度激发，定以主导广告的创意idea.
Consumer insight research ... 消费者洞察的调查...
... deconstructs the consumer's relationship with
... 解构消费者与下列项目的关系
ˉ the brand
品牌
ˉ competitors' brands
竞争品牌
ˉ the product
产品
ˉ the category
类别
Consumer insight research ... 消费者洞察的调查...
Research amongst defined target audience
对特定的目标对象进行的调查
Stimulate discussion and interaction with consumers via
引发消费者的讨论与互动，运用
ˉ product mappings (attributes and benefits) 产品认知图
ˉ brand and competitive advertising 该品牌或竞争者的广告
ˉ brand mappings/associations/personification 品牌认知图/联想/拟人化
ˉ laddering techniques 阶梯式"渐层"的技巧
ˉ concepts and positioning work 概念及定位
Probe for relationships and feelings
刺探关系及情感
Questions that help to generate insights...
The product Using it Brand Environment

What is it made from? Who buys it? Lots or few; distinctive or similar?
Where does it come from? Who consumes it? Is it Famous, 'new', traditional?
Who made/makes it? What goes through their heads before, Local, cultural, international?
How is it made? during and after buying/using it? What do people already know/feel
Where can you buy it? Do others see them buy/consume it? about us?
Is it exclusive/commonplace? Do most/few people buy/use it? What trend/issues/topics are we or
How long has it been available/ What kind of people use it? Could we be linked to?
made the same way etc.? When, where, why, etc.? What 'entertainments' do we fit in with?
Where do you see it? What else do they typically buy? What is at stake for consumers to change
How do you first discover it, How does it fit into their personal, Brands?
Learn about it? social, roles/relationships? Is advertising for the category distinctive or
With what values, aspirations, Similar in strategy, execution?
emotions does it connect? What is its tone of voiced?
What trends and issues are/could Are there any elements in our advertising
be involved? history which are positively or
negatively associated with us?

帮助引发洞察的好问题...
产品 使用 品牌环境

用什麽做的? 谁买? 多或少;突出或相似?
从哪来? 谁用? 有名气?新不新?是不是很传统?
谁做的? 在购买使用前、中、後， 本土化?有文化的?国际性的?
怎麽做? 他们脑子想些什麽? 人们对我们既有的认知或感觉为何?
到何处去买? 其他人看得到他们购买 我们可能可以和什麽样的
独特/平常 /使用吗? 趋势,议题或话题相结合
在市面上多久了? 大部份人或很少人购买使用 消费者转换品牌的赌注是什麽?
常再哪看到? 什麽样的人用? 在此类别的广告是否凸出?或者在策略, 执行上都是相似的?
第一次看到它是麽时候? 何时?何处?为什麽用? 说话的语调为何?
产品使用结合了什麽样的 我们过去广告里,有何正面/负面的联想
价值观,抱负或情感?
可能牵涉什麽样的趋势或议题?
Objectives of a consumer insight "消费者洞察"的目的
To pick the key nugget of consumer understanding that will lead to a single minded brief and outstanding, relevant creative work. Insights are:
撷取对消费者了解的菁华能够引发一个单纯的简报以及卓然出众，具有关联性的创意作品，洞察是:

ˉ single minded 单纯
ˉ motivating and actionable/executionable
激发人心/可执行的
ˉ long term or short term 长线或短线
ˉ emotional or rational 情感或理性的
Insights ... 洞察 ...
derive from and work against defined, specific target audiences
来自特定的消费群
have a greater role when advertising is trying to change/encourage behaviour
当广告意图改变行为/鼓舞行动时时，角色益发举足轻重
have a lesser role if the advertising is just awareness/announcement
当广告只是想增加知名度或宣布某讯息时，就没有太重要的角色
Judging Insights 判断"消费者洞察"
How do you know when an insight is good?
怎麽知道洞察好不好?
ˉ they feel right 感觉上对
ˉ consumers agree with them 消费者也同意
ˉ they fit the brand and uplift it 符合这个品牌，并能提升它

JUDGMENT AND INTUITION are critical in identifying insights
"判断"和"直觉"最重要
ˉ once identified they can be corroborated in further research
只要能分辨出来，就可以利用进一步的调查来证实
Role of creative development research 创意发展调查的角色
To identify which creative route maximises the potential of the insight
确认哪一种创意途径，将此洞察的潜能发挥到极致
concepts 概念
scripts/storyboards 脚本

Normally done after insight has been found
通常在"洞察"已出现後，才举行
Range Rover insight ... Range Rover 的洞察
not about status or prestige, but about the driving experience
无关地位,权责,而是驾驶的经验
but not about over-seeing, superiority, arrogance, not from a practical view point, not earthly, not mundane or everyday, not even related to cars
无关炫耀，优越感，傲慢，不是从实用的角度;不脚踏实地，不平易近人-- 甚至与车子无关
about an emotion or a feeling - a feeling of perspective, of confidence, a feeling that comes from seeing from a secure vantage point
事关一种情感/情绪:有眼界，有未来，从一个安全点观看全局的感受

奥美广告_消费者洞察