【正文】 產(chǎn)品使用結(jié)合了什么樣的價值 觀，抱負或情感？ 可能牽涉什么樣 的趨勢或議題？ 品牌環(huán)境 多或少；突出或相似？ 有名氣？新不新？是不是很傳 統(tǒng)？ 本土化？有文化的？ 國際性的？ 人們對我們既有的認知或感覺 為何？ 我們可能可以和什么樣的趨勢 ，議題或話題相結(jié)合 消費者轉(zhuǎn)換品牌的賭注是什么？ 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？ 說話的語調(diào)為何？ 我們過去廣告里，有何正面 /負 面的聯(lián)想 前 線 傳 播 Questions that help to generate insights... The Product What is it made from? Where does it e from? Who made/makes it? How is it made? Where can you buy it? Is it exclusive /monplace? How long has it been available/made the same way etc.? Where do you see it? How do you first discover it,learn about it? Using it Who buys it? Who consumes it? What goes through their heads before,during and after buying/using it? Do others see them buy/consume it? Do most/few people buy/use it? What kind of people use it? When,where,why,etc.? What else do they typically buy? How does it fit into their personal,social,roles/ relationships? With what values,aspirations, emotions does it connect? What trends and issues are/could be involved? Brand Environment Lots or few?！? 前 線 傳 播 那么 ,如何任用消費者洞察 產(chǎn)生一個大創(chuàng)意 ? So, how do you translate an insight into a Big Idea? 前 線 傳 播 有兩種類型的大創(chuàng)意 Two Types Of big idea ? 執(zhí)行性的大創(chuàng)意 big executional ideas ? 策略性的大創(chuàng)意 big strategic ideas 相應也有兩種類型的消費者洞察Two types of insight 前 線 傳 播 兩種類型的消費者洞察 Two types of insight ? 對消費者生活中與產(chǎn)品類 / 品牌相關(guān)的觀察，從而導致形成一個獨特的，強而有力的創(chuàng)意執(zhí)行 Observations about consumer’ s life in relation to the category/brand that lead to powerful individual executions 前 線 傳 播 A Classic Example : Impulse ? Female body spray brand founded on red roses and romance in the 1970’ s ? “ men can’ t help acting on impulse” when a beautiful girl breezes by ? However, 1990’ s ‘ girl power’ means women no longer accept being shown as passive recipients of male attention ? prepared to take the initiative Need to find a delicate balance between being true to the brand (recipient of attention) and true to consumer (deliberately attracting attention) 前 線 傳 播 一個例子： Impulse ? 70年代開始出現(xiàn)一些女性用體香劑品牌 ? 洞察 :“當美麗的女孩從身邊一陣風走過時，男人都禁不住會即時起反應” ? 然而，九十年代的女性魅力意味著女人不再愿意被看作出被動地接受男人的注意 ? 她們準備采取主動 需要在接受注意（品牌的真實）和有意地吸引注意 （消費者的真實）之間找到微妙的平衡 前 線 傳 播 Some More Examples : Skincare “ Each new wrinkle reminds me of how much more I want to do with my life” “ When my pores are small I won’ t mind if you stare at me even close up” “ First impressions count, and blackheads count against you...” “ I can’ t change my age on my identity card, but I can control how old I look” “ When I look at myself, I wish my eyes had a softfocus lens ” “ By midafternoon, people can see their faces reflected on my nose” “ Why do I have to be a prisoner of the sun … I don ’ t want to be pletely covered in armour whenever I go out” 前 線 傳 播 兩種類型的洞察 Two Types Of Insight ? 對消費者生活與產(chǎn)品類 / 品牌相關(guān)的觀察，從而能導致形成一個強有力的創(chuàng)意執(zhí)行Observations about my life in relation to the category that lead to powerful individual executions ? 一個“ Missing Link”，它能導致建立一個新的策略性品牌定位創(chuàng)意 A ‘ missing link’ which establishes a new strategic brand positioning idea 前 線 傳 播 某些“ Missing Link”洞察的規(guī)律 Some Laws Of ‘ Missing Link’ Insights ? 它們讓沒有關(guān)聯(lián)的事情之間建立聯(lián)系 They make the disconnected connect ? 它們不是真正的“發(fā)現(xiàn)” They are not true ‘ discoveries’ ? “ You invent nothing. You rediscover what you have fotten” [ Socrates] ? “ Discovery is seeing what everybody has seen and thinking what nobody has thought” [German idiom] ? 它們在品牌和消費者之間建立起真正的共鳴關(guān)系 They establish a real plicity between the advertiser and the consumer 前 線 傳 播 四種類型 “ Missing Link” Four Groups Of ‘ Missing Link’ Tapping into what turns people on culturally,