奧美廣告_消費(fèi)者洞察
USING RESEARCH TO FIND CONSUMER INSIGHTS 利用調(diào)查 尋找 消費(fèi)者洞察
O&M China Planning Workshop
Beijing
北京
2nd-4th May 1997
Brilliant advertising must be developed around a consumer insight. 杰出的廣告必定因應(yīng)著一個(gè) 清楚的消費(fèi)者洞察而生
Why?
為什麼?

Ads that leverage consumer insights:
運(yùn)用消費(fèi)者洞察而產(chǎn)出的廣告
ˉ relate(與你相關(guān))
ˉ connect (與你連心)
ˉ involve(讓你投入)
ˉ motivate(給你動(dòng)機(jī))

INSIGHTS DRIVE RELEVANCE OF ADS
洞察力能驅(qū)動(dòng)廣告的相關(guān)性
What is a consumer insight? 什麼是"消費(fèi)者洞察"
A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT, THE BRAND, OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE IN COPY
消費(fèi)者對品牌或產(chǎn)品或該類別的習(xí)慣、態(tài)度，可在廣告?zhèn)鞑ブ羞\(yùn)用來激發(fā)消費(fèi)者，使他/她動(dòng)心

ˉ Product attributes often no longer sufficient to differentiate or motivate choice
ˉ 在今日，只運(yùn)用產(chǎn)品特性通常無法形成差異，激發(fā) 消費(fèi)者的選擇。

An insight is ... 消費(fèi)者洞察是.....
a sudden awareness
一種突然的覺醒
a moment, or a flash of understanding
某時(shí)刻，或某一剎那間的了解
CAUTION: A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant and motivating.
請注意∶一個(gè)產(chǎn)品或品牌可以引發(fā)許多、許多的洞察 - 重要的是如何去分辨最具相關(guān)性及最具激發(fā)力的洞察。
Consumer insights and the creative brief 消費(fèi)者洞察及創(chuàng)意簡報(bào)
Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition, or trigger in the creative brief.
具相關(guān)性的洞察是聯(lián)系產(chǎn)品特性品牌承諾及定位陳述的最佳橋梁。它也是創(chuàng)意簡報(bào)中的驅(qū)動(dòng)元素(Trigger)
A good creative brief will always describe state the key consumer insight, and will lead from that to the proposition/button.
一份創(chuàng)意簡報(bào)可以詳述主要的消費(fèi)者洞察，以及洞察如何導(dǎo)到產(chǎn)品的定位及按扭。
Yellow Pages 黃頁電話簿
Example 1 - US ad 例 1.-- 美國
recognises the fact that people do not use YP, except for emergencies - and portrays that fact. An unmotivating, irrelevant use of insight.
ˉ 了解除非在緊急事件時(shí)，否則不會(huì)有消費(fèi)者會(huì)去翻閱 黃頁 -- 并且在廣告中呈現(xiàn)這個(gè)事實(shí)
沒有激發(fā)力，沒有相關(guān)性的洞察.
Example 2 - UK ad 例 2- 英國
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 了解人們只在遇到生活中一些討厭的事時(shí)，才會(huì)用電 話簿，但用激發(fā)較具相關(guān)性及激發(fā)力的方式呈現(xiàn)出來 ，先廣告消費(fèi)者黃頁也可以讓你了解在生活中較令人 可喜的層面。廣告激起了極佳的商業(yè)結(jié)果
Yellow Pages-UK Creative Brief 黃頁 -- 英國版的創(chuàng)意簡報(bào)
What is the product... YP is a listing of all commercial services that are available in you area
產(chǎn)品是什麼? 黃頁上記錄所有在本區(qū)可以找到的商業(yè)服務(wù)
About the target audience... most people never think to use their copy of YP unless they have an emergency in the house.
消費(fèi)者∶大部分的人除非家有急事，否則很少想到去使用黃頁
Proposition/Button... The companies in YP can help you with some of the nicer things in life too!
定位/按扭....黃頁在你身邊，也可以幫助您做許多"生命中的美好事物"

Why should identifying the consumer insight be the critical challenge of a copy development strategy?
為什麼尋找"消費(fèi)者洞察"是創(chuàng)意策略發(fā)展過程中的重要挑戰(zhàn)?

ˉ it focuses creative development
對準(zhǔn)焦點(diǎn)在創(chuàng)意發(fā)展的過程
ˉ it drives relevance
"相關(guān)性" 回應(yīng)而生
ˉ saves time - right first time!
節(jié)省時(shí)間 - 第一次就做對!
Where do insights come from? "消費(fèi)者洞察從何處來"

It has to do with talking to, and watching human beings, or consumers.
與人談話，觀察人性

The insight for TWIST chocolates was generated
TWIST 巧克力的消費(fèi)者洞察是如此產(chǎn)生的
ˉ in a conference room
在會(huì)議室里
ˉ by creatives and other personnel who were also consumers
創(chuàng)意人員和很多別的部門的成員
ˉ via observation and anecdotes
對別人的觀察及知道的趣事

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 消費(fèi)者洞察的本質(zhì)
So simple to recognise, but so difficult to find!
如此簡單，卻難以尋覓!

ˉ How to find insights?
如何找到 Insight?
ˉ How to choose the right insights, with the most potential?
如何選擇正確而又有潛力的Insight?

HOW TO FIND LEVERAGABLE INSIGHTS? 如何尋找可資運(yùn)用的消費(fèi)者洞察?

ˉ QUALITATIVE RESEARCH
質(zhì)化調(diào)查
ˉ DEDICATED RESEARCH
專門的調(diào)查

ˉ OBSERVATIONS OF SELF AND FELLOW 'CONSUMAN' BEINGS!
觀察自己和周遭的人群!
What are we looking for? 我們在尋找什麼?
an aspect of human behaviour
人性行為的一個(gè)層面
springing from the consumer relationship with the category, the product or the brand
從消費(fèi)者與該類別、產(chǎn)品，以及品牌關(guān)系衍生而來!
that is sufficiently relevant and motivating to drive the advertising idea
高度相關(guān)，高度激發(fā)，定以主導(dǎo)廣告的創(chuàng)意idea.
Consumer insight research ... 消費(fèi)者洞察的調(diào)查...
... deconstructs the consumer's relationship with
... 解構(gòu)消費(fèi)者與下列項(xiàng)目的關(guān)系
ˉ the brand
品牌
ˉ competitors' brands
競爭品牌
ˉ the product
產(chǎn)品
ˉ the category
類別
Consumer insight research ... 消費(fèi)者洞察的調(diào)查...
Research amongst defined target audience
對特定的目標(biāo)對象進(jìn)行的調(diào)查
Stimulate discussion and interaction with consumers via
引發(fā)消費(fèi)者的討論與互動(dòng)，運(yùn)用
ˉ product mappings (attributes and benefits) 產(chǎn)品認(rèn)知圖
ˉ brand and competitive advertising 該品牌或競爭者的廣告
ˉ brand mappings/associations/personification 品牌認(rèn)知圖/聯(lián)想/擬人化
ˉ laddering techniques 階梯式"漸層"的技巧
ˉ concepts and positioning work 概念及定位
Probe for relationships and feelings
刺探關(guān)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?

幫助引發(fā)洞察的好問題...
產(chǎn)品 使用 品牌環(huán)境

用什麼做的? 誰買? 多或少;突出或相似?
從哪來? 誰用? 有名氣?新不新?是不是很傳統(tǒng)?
誰做的? 在購買使用前、中、後， 本土化?有文化的?國際性的?
怎麼做? 他們腦子想些什麼? 人們對我們既有的認(rèn)知或感覺為何?
到何處去買? 其他人看得到他們購買 我們可能可以和什麼樣的
獨(dú)特/平常 /使用嗎? 趨勢,議題或話題相結(jié)合
在市面上多久了? 大部份人或很少人購買使用 消費(fèi)者轉(zhuǎn)換品牌的賭注是什麼?
常再哪看到? 什麼樣的人用? 在此類別的廣告是否凸出?或者在策略, 執(zhí)行上都是相似的?
第一次看到它是麼時(shí)候? 何時(shí)?何處?為什麼用? 說話的語調(diào)為何?
產(chǎn)品使用結(jié)合了什麼樣的 我們過去廣告里,有何正面/負(fù)面的聯(lián)想
價(jià)值觀,抱負(fù)或情感?
可能牽涉什麼樣的趨勢或議題?
Objectives of a consumer insight "消費(fèi)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:
擷取對消費(fèi)者了解的菁華能夠引發(fā)一個(gè)單純的簡報(bào)以及卓然出眾，具有關(guān)聯(lián)性的創(chuàng)意作品，洞察是:

ˉ single minded 單純
ˉ motivating and actionable/executionable
激發(fā)人心/可執(zhí)行的
ˉ long term or short term 長線或短線
ˉ emotional or rational 情感或理性的
Insights ... 洞察 ...
derive from and work against defined, specific target audiences
來自特定的消費(fèi)群
have a greater role when advertising is trying to change/encourage behaviour
當(dāng)廣告意圖改變行為/鼓舞行動(dòng)時(shí)時(shí)，角色益發(fā)舉足輕重
have a lesser role if the advertising is just awareness/announcement
當(dāng)廣告只是想增加知名度或宣布某訊息時(shí)，就沒有太重要的角色
Judging Insights 判斷"消費(fèi)者洞察"
How do you know when an insight is good?
怎麼知道洞察好不好?
ˉ they feel right 感覺上對
ˉ consumers agree with them 消費(fèi)者也同意
ˉ they fit the brand and uplift it 符合這個(gè)品牌，并能提升它

JUDGMENT AND INTUITION are critical in identifying insights
"判斷"和"直覺"最重要
ˉ once identified they can be corroborated in further research
只要能分辨出來，就可以利用進(jìn)一步的調(diào)查來證實(shí)
Role of creative development research 創(chuàng)意發(fā)展調(diào)查的角色
To identify which creative route maximises the potential of the insight
確認(rèn)哪一種創(chuàng)意途徑，將此洞察的潛能發(fā)揮到極致
concepts 概念
scripts/storyboards 腳本

Normally done after insight has been found
通常在"洞察"已出現(xiàn)後，才舉行
Range Rover insight ... Range Rover 的洞察
not about status or prestige, but about the driving experience
無關(guān)地位,權(quán)責(zé),而是駕駛的經(jīng)驗(yàn)
but not about over-seeing, superiority, arrogance, not from a practical view point, not earthly, not mundane or everyday, not even related to cars
無關(guān)炫耀，優(yōu)越感，傲慢，不是從實(shí)用的角度;不腳踏實(shí)地，不平易近人-- 甚至與車子無關(guān)
about an emotion or a feeling - a feeling of perspective, of confidence, a feeling that comes from seeing from a secure vantage point
事關(guān)一種情感/情緒:有眼界，有未來，從一個(gè)安全點(diǎn)觀看全局的感受

奧美廣告_消費(fèi)者洞察