利用調(diào)查尋找消費(fèi)者洞察-文庫吧在線文庫
【正文】 即使已登上頂峰，也仍要自強(qiáng)不息。勝人者有力，自勝者強(qiáng)。 。 2023年 2月 25日星期六 9時 0分 39秒 09:00:3925 February 2023 ? 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 , February 25, 2023 ? 雨中黃葉樹，燈下白頭人。 brands 競爭品牌 ˉ the product 產(chǎn)品 ˉ the category 類別 Ogilvy Mather 17 Ref: TN/BRIEF/INSIGHT/rc ? 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 ， 運(yùn)用 ˉ product mappings (attributes and benefits) 產(chǎn)品認(rèn)知圖 ˉ brand and petitive 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 Consumer insight research ... 消費(fèi)者洞察的調(diào)查 ... Ogilvy Mather 18 Ref: TN/BRIEF/INSIGHT/rc Questions that help to generate insights... The product Using it Brand Environment What is it made from? Who buys it? Lots or few。 Ogilvy Mather 6 Ref: TN/BRIEF/INSIGHT/rc 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 。CONSUMAN39。 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? Ogilvy Mather 19 Ref: TN/BRIEF/INSIGHT/rc 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 。 2023年 2月 25日星期六 上午 9時 0分 39秒 09:00: ? 1比不了得就不比，得不到的就不要。 09:00:3909:00:3909:00Saturday, February 25, 2023 ? 1不知香積寺，數(shù)里入云峰。 09:00:3909:00:3909:002/25/2023 9:00:39 AM ? 1越是沒有本領(lǐng)的就越加自命不凡。 上午 9時 0分 39秒 上午
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