【正文】 ? 消費(fèi)者追蹤 ? 消費(fèi)者行為與態(tài)度調(diào)研 ? 購(gòu)物與消費(fèi)觀察 ? 品牌定位研究 ? 產(chǎn)品 /口味 /概念測(cè)試 ? … Consumer Insights 一些調(diào)研的技巧 需要更好的調(diào)研公司 ? 明確目的：發(fā)現(xiàn)，刺激，激發(fā) ? 更多，更好地使用定性研究 – 更好的主持人 – 更好的甄別、邀請(qǐng) – 更好的問題 – 更好的技巧 Consumer Insights 一些調(diào)研的技巧 從精準(zhǔn)的目標(biāo)對(duì)象開始 ? 面對(duì)太寬廣的目標(biāo)對(duì)象，很難取得較深入的理解 ? 從精確定義的目標(biāo)對(duì)象中找到一些想法，再到廣一些的對(duì)象中去求證 Consumer Insights 一些調(diào)研的技巧 解構(gòu)消費(fèi)者與下列主題的關(guān)系 ? 品牌 ? 競(jìng)爭(zhēng)品牌 ? 產(chǎn)品 ? 品類 Consumer Insights 一些調(diào)研的技巧 投入到你的消費(fèi)者中 ? 參加訪談 ? 自己做訪談 ? 張開你的眼睛和耳朵 – 觀察他們的身體語(yǔ)言 – 不只聽他們說什么 — 而是聽他們想表示什么 – 如果你會(huì)心一笑 — 那可能是一個(gè)很棒的洞察 Consumer Insights 一些調(diào)研的技巧 幫助引發(fā)洞察的好問題 ... 產(chǎn)品 用什么做的？ 從哪來？ 誰做的？ 怎么做？ 到何處去買？ 獨(dú)特 / 平常 在市面上多久了？ 常在哪看到？ 第一次看到它是什么時(shí) 候？ 使用 誰買？ 誰用？ 在購(gòu)買使用前、中、后，他 們腦子想些什么？ 何時(shí)？何處？為什么用？ 產(chǎn)品使用結(jié)合了什么樣的 價(jià)值觀，抱負(fù)或情感？ 可能牽涉什么樣的趨勢(shì)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(guó)際性的？ 人們對(duì)我們認(rèn)知或感覺為何？ 消費(fèi)者轉(zhuǎn)換品牌的代價(jià)是什么？ Consumer Insights 用了它很安心 例 :1)鎖 因?yàn)?… 所以 , 堅(jiān)固的鎖 小偷撬不開 家里很安全 (特點(diǎn) ) (理性 ) (感官 ) (感性 ) * 思考：哪一層次在現(xiàn)階段可幫助找到差異點(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 Inform