【正文】 insight: – When I’m taking long hour flight, I’m always feel bored during the trip you can’t move, can’t call mobile, can’t shout … especially on the long hour travelling. ? Benefit: – Introduce New Apple Laptop, it offers you the biggest screen and the smallest screen for your choice, so you can enjoy your travel time. ? Reason Why – This is because Apple biggest 17 Ince. Screen laptop gives you vivid show for watching movies while 12 Ince. Smallest screen laptop is very convenient for you to carry. ? New Apple Laptop, biggest or smallest, the best from Apple. Consumer Insights Concept “GOOD SLEEP” Quilt 1 ? Consumer insight: – Winter is ing. It’s really cold in the night sometimes make me can’t sleep well in the night. ? Benefit: – Introduce New ―GOOD SLEEP‖ quilt, it can keep you very warm when you sleep. ? Reason Why – This is because ―GOOD SLEEP‖ quilt is using a warm keeping material to keep me warm. ? “GOOD SLEEP” quilt, warm you in winter. Consumer Insights Concept “GOOD SLEEP” quilt 2 ? Consumer insight: – Winter is ing. It’s really cold in the night, especially during the days before the heating equipment is ready. I really worry about my kids who may not sleep well in the night and influence his health. ? Benefit: – Introduce New ―GOOD SLEEP‖ quilt, it can give you the superior Warm Protection which on others can pare, keep you your kids have a great sleep in cold winter. ? Reason Why – This is because ―GOOD SLEEP‖ quilt is using a high tech warm materials which is used proven by the US space ship bureau to have Triple power to keep the warmth than normal cotton. ? “GOOD SLEEP” quilt, Triple protection, warm your family in winter. Consumer Insights Concept JJ Baby Shampoo ? Consumer insight: – My baby love taking bath. Everytime, she is laughing playing all the time. I’m really worried that the adult shampoo will hurt her tender eyes. So I normally don’t use any shampoo to wash her hair. ? Benefit: – Introduce New JJ Baby Shampoo, it’s mild formula will not irritate your baby’s eyes, give you and your baby the plete enjoyment during the bathing. ? Reason Why – This is because JJ baby shampoo is using the natural ingredients and PH balanced which is mild to baby’s eyes. ? “JJ” Baby Shampoo, mild care your baby without irritating their eyes. Consumer Insights Concept EXTRA Chewing Gum ? Consumer insight: – I like the chewing gum, but I’m worried about the sugar inside will hurt my teeth also make me gain weight easily. ? Benefit: – Introduce EXTRA Sugar Free Chewing Gum, it provides you the same refreshing feeling but sugar free, it can help protect your teeth’s health. ? Reason Why – This is because Extra Sugar Free Chewing Gum is using the most advanced natural sweeters. Test has showed using EXTRA can drop the tooth problems by 30%. ? “EXTRA” Sugar Free Chewing Gum, well protect your teeth’s health. Consumer Insights Concept “Top Tea” ? Consumer insight: – I like drinking tea. The best tea is from the spring. The top leave of the tea tree is the best. It’s so fresh and taste the best. ? Benefit: – Introduce ―TOP Tea‖, it provides you the best freshness from the best you can experience ever. ? Reason Why – This is because ―Top Tea‖ is the only tea by picking up the freshest leaves of the tea tree in spring. ? “Top Tea”, the only fresh tea from the top leaves. Consumer Insights Summary: 10 SECRETS TO MAKE GOOD CONCEPTS ? 1. New unmet benefit ? 2. Solve unique problem ? 3. Superior product vs. current market solutions ? 4. Capture the New Trend ? 5. Relevant consumer insight ? 6. Leverage the umbrella brand ? 7. Pricing advantage ? 8. Simple Focused ? 9. Endorsement ? the Golden standard Consumer Insights Summary: 5 secrets to make bad concepts ? Me too ? No petitive advantage ? Not relevant ? Niche area ? Difficult to understand Consumer Insights Concept Exercise 1 ? Write a good concepts for this apple based on the good concept guidelines. Consumer Insights Concept Exercise 2 ? Writ