[和銳方略]消費(fèi)者洞察ppt---yz20xx(已改無錯(cuò)字)
2023-03-20 13:09:45 本頁面
【正文】 清肝腸解毒，潤腸通便，涼血止血 江中制藥，品質(zhì)保證江中制藥，品質(zhì)保證 華南對(duì)痔瘡患者的研究n 關(guān)于患者對(duì)痔瘡的感覺和態(tài)度：關(guān)于患者對(duì)痔瘡的感覺和態(tài)度：“ 痔瘡是一種十分常見的多發(fā)病，大眾對(duì)痔瘡有了很普遍的認(rèn)痔瘡是一種十分常見的多發(fā)病，大眾對(duì)痔瘡有了很普遍的認(rèn)識(shí)，痔瘡發(fā)作時(shí)患者感覺比較痛苦，但對(duì)患者造成的心理壓識(shí)，痔瘡發(fā)作時(shí)患者感覺比較痛苦，但對(duì)患者造成的心理壓并不大。即使初發(fā)患者在不明診斷時(shí)有一定的恐懼感，但一經(jīng)并不大。即使初發(fā)患者在不明診斷時(shí)有一定的恐懼感，但一經(jīng)診斷明確，這種心理壓力隨之即逝。痔瘡對(duì)患者帶來不便，如診斷明確，這種心理壓力隨之即逝。痔瘡對(duì)患者帶來不便，如忌口，行動(dòng)時(shí)不方便，可以這樣比喻：痔瘡就象一個(gè)人買了一忌口，行動(dòng)時(shí)不方便，可以這樣比喻：痔瘡就象一個(gè)人買了一雙小一點(diǎn)點(diǎn)的鞋子，不影響外觀，不動(dòng)時(shí)沒有不好感覺，但一雙小一點(diǎn)點(diǎn)的鞋子，不影響外觀，不動(dòng)時(shí)沒有不好感覺，但一走長路，就比較痛苦。走長路，就比較痛苦。 ”某些技術(shù)n Mappingn Collage Brand images,target image,themesn Sorting/playing/usingn Go shopping with them。play with themn Video tape them using the product at homen Ask consumers to photograph /videotape their experiencen Projective techniques to uncover thoughts,motives that are unfortable to articulate某些技術(shù)n Out of the focus group room In homes, at schooln extended groups, multiple sessions, panelsn Beyond oneonone’s and focus groups Mini groups Husbands and wives, families, moms and their kids Client,agency + Consumer brainstormingWorkshop 1Human InsightsAssignmentn Each team will be assigned a product or service and a corresponding targetn In the absence of formal research, “bee” your target and generate at least 10 insights, keeping your product/service “l(fā)oosely” in mindn Use the hint list, as appropriaten Narrow the field to 1 or 2 viable insightsn Record how you narrowed the fieldn Record how you decided to apply the insight(Strategy? Execution?)Product/Service and Targets Consumer Products2. Haagen Daz premium icecream3. Reebok athletic shoes4. Hennessy VSOP5. SKII Skincare6. Pert Shampoo7. Kellogg Mueslix cereals8. Fei Yang Juice Tea Drinks9. Philip Morris Parliment10. Teco Cellular phonesParents of 37 year oldBaby boomersMales 1217Males 2539Women 2039Adults 2039(esp females)Teens, young adultsAdults 25+Adults 18+Look Closely, Broadly, Deeply n Think about your target’s: Product/ brand relationship: Usage habits, motivators, emotions Category motivators Lifestyle, lifestage Generation: Common history, my
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