【正文】 點(diǎn)？ 階梯法 Consumer Insights 吃了不易感冒 有益健康 家里人多吃健康 我是好媽媽 含維生素 C 例 :2)橘子 階梯法 Consumer Insights 最后，在調(diào)研時(shí)請(qǐng)記住 洞察是： ? 有關(guān)人性或情感的某個(gè)真實(shí)面 – 未被發(fā)現(xiàn)，被遺忘，不顯而易見 ? 不只是有趣的事實(shí)或消費(fèi)者的認(rèn)知 ? 需要與品牌聯(lián)結(jié) ? 可能來(lái)自任何人，任何地方 Consumer Insights Workshop 1 Human Insights Consumer Insights Assignment ? Each team will be assigned a product or service and a corresponding target ? In the absence of formal research, ―bee‖ your target and generate at least 10 insights, keeping your product/service ―loosely‖ in mind ? Use the hint list, as appropriate ? Narrow the field to 1 or 2 viable insights ? Record how you narrowed the field ? Record how you decided to apply the insight(Strategy? Execution?) Consumer Insights Product/Service and Targets Consumer Products 2. Haagen Daz premium icecream 3. Reebok athletic shoes 4. Hennessy VSOP 5. SKII Skincare 6. Pert Shampoo 7. Kellogg Mueslix cereals 8. Fei Yang Juice Tea Drinks 9. Philip Morris Parliment 10. Teco Cellular phones Parents of 37 year old Baby boomers Males 1217 Males 2539 Women 2039 Adults 2039(esp females) Teens, young adults Adults 25+ Adults 18+ Consumer Insights Look Closely, Broadly, Deeply ? Think about your target’s: – Product/ brand relationship: Usage habits, motivators, emotions – Category motivators – Lifestyle, lifestage – Generation: Common history, myths – Cultural expectations – Plans, dreams – Psychological needs: Family, friends, – Aspirations – ―Human‖ weaknesses: Fears, confessions, etc. Consumer Insights CONCEPT Consumer Insights Agenda ? What’s concept ? The importance of the concept ? How to evaluate concept ? Exercise ? Concept development process Consumer Insights What is concept ? A good concept is the description of a deliverable product/positioning/program promise expressed in a language which is meaningful and appealing to the consumer ? Truth well told ? We are using concept everywhere anytime Consumer Insights Concept Structure ? Consumer insight – Describe the need or problem – Bridge product and consumers – Lead to solution ? Benefit/Proposition – Product promise to bring benefit or solve problems – Generate purchase intention ? Reason Why – Make consumers believe the promise – Get rid of the suspicion ? Additional information (. Pricing) Consumer Insights Concept Examples “One Second” Soak Free Detergent ? Consumer insight: – Washing clothes is a very troublesome thing. In order to clean it well, I have to put the clothes into the water for a while then wash. It’s too time consuming. Isn’t a good way to clean the clothes well save time? ? Benefit: – Introduce New ―One Second‖ soak free detergent, save you half washing time and give you more time to enjoy the life. ? Reason Why – This is because ―One Second‖ detergent has a unique Enzyme called Peein, it not only clean the tough stain well, but also can perate into the stain fast. So you don’t need to soak the clothes anymore. ? Additonal Information: – Price: 400g only 2RMB Consumer Insights Concept Examples “Pampers” Diaper ? Consumer insight: – Sleeping is very important for my baby’s growth. If they can sleep well then they can grow stronger and be more intelligent. However, the cloth diaper can’t well absorb the urine and always make my baby wake up crying in the midnight. I’m really concerned about this. ? Benefit: – Introduce New ―Pampers‖ baby diaper, an innovative diaper to fully absorb the water and leave your baby has good whole night sleep. ? Reason Why – This is because ―Pampers‖ Diaper has a high tech paper which can absorb 6 times more water than normal cloth diapers. Its effectiveness has been proved by China Baby Growth Association. ? “Pampers” baby diaper, super power to absorb water that leave your baby to have good whole night sleep. Consumer Insights Concept Exercise 1 ? Write a concept for your mobile (5 minutes) ? Share with the group (10 minutes) Consumer Insights BRAND PERFORMANCE HURDLE CONCEPT: to change consumers’ mind My