【正文】 Ogilvy Mather 消 費(fèi) 者 洞 察 Consumer Insight James Wong November 1998 Ogilvy Mather ? 什么是消費(fèi)者洞察 ? What is an insight? ? 為何我們需要消費(fèi)者洞察？ Why we need insight? ? 什么是好的消費(fèi)者洞察？ What makes a good insight? ? 如何得出好的消費(fèi)者洞察？ How to get insight? Ogilvy Mather 消費(fèi)者洞察是 ..… An Insight is ….. Ogilvy Mather 洞察是 ?An Insight IS ? ? 英文字典說 ， Insight是看清 /看入某一狀況的能力 The English dictionary says an insight is the power or act of seeing into a situation. ? 中文字典說 ， 洞察是 「 洞悉事物原委的觀察 」 The Chinese dictionary says,“ Don Cha” is a sharp observation that see through the surface of something. Ogilvy Mather See through Ogilvy Mather 消費(fèi)者洞察是 ? What is a consumer insight? ? 消費(fèi)者對(duì)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 A consumer habit or attitude to the product, the brand, or the category that is motivating and leverage in copy. ? 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 Product attributes often no longer sufficient to differentiate or motivate choice. Ogilvy Mather 消費(fèi)者洞察是 ? A Consumer Insight IS ... ? 一種突然的覺醒 ( A sudden awareness) ? 某時(shí)刻，或某一剎那間的了解 ( A moment, or a flash of understanding) 請(qǐng)注意：一個(gè)產(chǎn)品或品牌可以引發(fā)許多、許 的洞察 — 重要的是如何去分辨最具相關(guān)性 最具激發(fā)力的洞察 (Caution: A product or a brand can generate many insights the trick is to identify the insight that is the most relevant and motivating.) Ogilvy Mather ? 它必需有明顯的相關(guān)性 (relevant) ? 才能讓許多人說 “ 感同身受 ” ? 它必需無人觸及過 (unexloited) ? 才能讓消費(fèi)者說 “ 那就是我的感覺 ！ 沒有人用這種方法說出來過 ！ ” ? 才不會(huì)讓消費(fèi)者說 “ 陳腔濫調(diào) ” 消費(fèi)者洞察是 ... Ogilvy Mather 春天的故事 The Story of Spring Ogilvy Mather 春天的故事 The Story of Spring 我是個(gè)瞎子 I am blind. Ogilvy Mather 春天的故事 The Story of Spring 我是個(gè)瞎子 I am blind. 現(xiàn)在是春天，而我是個(gè)瞎子 This is spring, and I am blind. Ogilvy Mather 洞察力，就是找到 “ 春天的意思 ” 的能力 Ogilvy Mather Instinct Ogilvy Mather Instinct It feels right Ogilvy Mather 杰出的廣告必定因應(yīng)一個(gè) 清楚的消費(fèi)者洞察而生 Brilliant advertising must be developed around a consumer insight. 為什么？ Why Why Consumer insight is so important Ogilvy Mather 運(yùn)用消費(fèi)者洞察而產(chǎn)生的廣告 Ads that leverage consumer insights ? 與你相關(guān) (relate) ? 與你連心 (connect) ? 讓你投入 (involve) ? 給你動(dòng)機(jī) (motivate) 洞察力能驅(qū)動(dòng)廣告的相關(guān)性 insights drive relevance of ads Ogilvy Mather 消費(fèi)者洞察及創(chuàng)意簡(jiǎn)報(bào) Consumer insights and 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(jiǎn)報(bào)中的驅(qū)動(dòng)元素 Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition,or trigger in the creative brief. ? 一份創(chuàng)意簡(jiǎn)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)品的定位及按紐 A good creative brief will always describe the key consumer insight, and will lead from that to the proposition/button. Ogilvy Mather 黃頁電話簿 Yellow Pages ? 美國 (US) ? 只呈現(xiàn)黃頁電話簿如何被使用，在家里會(huì)如何用它 Simply reflects how YP are used, what happens to it in the house. Ogilvy Mather 黃頁電話簿 Yellow Pages ? 英國 (UK) ? 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，但用較具有相關(guān)性及激發(fā)力的方式呈現(xiàn)出來，通過訴求：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 Recognizes the fact that people only use YP for the nasty things in lifebut 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. Ogilvy Mather 黃頁 — 英國版的創(chuàng)意簡(jiǎn)報(bào) Yellow Pages UK Creative Brief ? 產(chǎn)品是什么？黃頁上記錄所有本區(qū)可以找到的商業(yè)服務(wù) YP is a listing of all mercial services that are available in you area. ? 消費(fèi)者：大部分人除非有急事，否則很少想到使用黃頁 About the target audience? most people never think to use their copy of YP unless they have an emergency in the house. ? 定位 / 按紐 ? 黃頁在你身邊，也可以幫助您做許多“生命中的美好事物” Proposition/Button? The panies in YP can help you with some of the nicer things in life too! Ogilvy Mather 消費(fèi)者洞察及創(chuàng)意簡(jiǎn)報(bào) Consumer insights and creative brief ? 為什么尋找消費(fèi)者洞察是創(chuàng)意策略發(fā)展過程中的重要挑戰(zhàn)？ Why should identifying the consumer insight be the critical challenge of a copy development strategy? ? 對(duì)準(zhǔn)焦點(diǎn)在創(chuàng)意發(fā)展的過程 (it focuses creative development) ? “相關(guān)性”回應(yīng)而生 (it drives relevance) ? 節(jié)省時(shí)間 — 第一次就做對(duì)！ (saves time right first time!) Ogilvy Mather 消費(fèi)者洞察