奥美《消费者洞察Consumer_Insight》79页
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Ogilvy &
&
什麽是好的消费者洞察 ？ What Makes A Good Insight?
令观者投入 (be involving)
“它真了解我，说得太贴切了” “我从没有这样过.....但是这就是我的感觉” “Someone's touched my heart.”
Ogilvy &
&
什麽是好的消费者洞察 ？ What Makes A Good Insight?
有深度，不只是浮面的(Have depth, and not be frivolous)
看穿水面
不只是去重复消费者表面的行为，还要有看 穿表面的能力
Ogilvy &
&
什麽是好的消费者洞察 ？ What Makes A Good Insight?
可得到普遍大众的共鸣，而不是去夸大一个 人的观感(widely shared,not an exaggerated perspective of one person)
Ogilvy &
&
消费者洞察及创意简报
Consumer insights and the creative brief
具相关性的洞察是联系产品特性，品牌承诺及 定位陈述的最佳桥梁。它也是创意简报中的驱 动元素
Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition,or trigger in the creative brief.
Ogilvy &
&
黄页电话簿 Yellow Pages
美国(US)
只呈现黄页电话簿如何被使用，在家里会如何用它 Simply reflects how YP are used, what happens to it in the house.
Ogilvy &
&
黄页电话簿 Yellow Pages
Ogilvy &
&
判断消费者洞察 Judging Insights
怎么知道洞察好不好?(How do you know when an insight is good?)
感觉上对(They feel right) 消费者也同意(Consumers agree with them) 符合这个品牌，并能提升它(They fit the brand and uplift it)
&
消 费 者 洞 察
Consumer Insight
James Wong November 1998
Ogilvy &
&
什么是消费者洞察? What is an insight? 为何我们需要消费者洞察？ Why we need insight? 什么是好的消费者洞察？ What makes a good insight? 如何得出好的消费者洞察？ How to get insight?
Ogilvy &
&
See through
Ogilvy &
&
消费者洞察是… What is a consumer insight?
消费者对品牌或产品或该类别的习惯、态度， 可在广告传播中运用来激发消费者，使他 / 她动心 A consumer habit or attitude to the product, the brand, or the category that is motivating and leverage in copy. 在今日，只运用产品特性通常无法形成差异， 激发消费者的选择 Product attributes often no longer sufficient to differentiate or motivate choice.
Proposition/Button… The companies in YP can help you with some of the nicer things in life too!
Ogilvy &
&
消费者洞察及创意简报
Consumer insights and creative brief
Ogilvy &
&
春天的故事The Story of Spring
我是个瞎子
I am blind.
Ogilvy &
&
春天的故事The Story of Spring
我是个瞎子 I am blind.
现在是春天，而我是个瞎子 This is spring, and I am blind.
Ogilvy &
&
洞察力，就是找到 “春天的意思”的能力
Ogilvy &
&
Instinct
Ogilvy &
&
Instinct
It feels right
Ogilvy &
&
Why Consumer insight is so important 杰出的广告必定因应一个 清楚的消费者洞察而生 Brilliant advertising must be developed around a consumer insight.
Ogilvy &
Байду номын сангаас
&
消费者洞察… Consumer Insights...
来自特定的消费群 derive from and work against defined, specific target audiences 当广告意图改变行为 / 鼓舞行动时,角色益发举足 轻重 have a great role when advertising is trying to change/encourage behavior 当广告只是想增加知名度或宣布某讯息时,就没有 太重要的角色 have a lesser role if the advertising is just awareness/announcement
“判断”和“直觉”最重要(Judgment and Intuition are critical in identifying insights)
只要能分辨出来，就可以利用进一步的调查来证实 (Once identified they can be corroborated in further research)
Ogilvy &
&
消费者洞察是..…
An Insight is …..
Ogilvy &
&
洞察是…An Insight IS …
英文字典说， Insight 是看清 / 看入某一状 况的能力 The English dictionary says an insight is the power or act of seeing into a situation. 中文字典说，洞察是「洞悉事物原委的观 察」 The Chinese dictionary says,“Don Cha” is a sharp observation that see through the surface of something.
Ogilvy &
&
黄页 — 英国版的创意简报
Yellow Pages - UK Creative Brief
产品是什么？黄页上记录所有本区可以找到的商业服务
YP is a listing of all commercial services that are available in you area.
一份创意简报可以详述主要的消费者洞察，以 及洞察如何导到产品的定位及按纽
A good creative brief will always describe the key consumer insight, and will lead from that to the proposition/button.
Ogilvy &
&
消费者洞察是...
它必需有明显的相关性 (relevant) 才能让许多人说“感同身受” 它必需无人触及过 (unexloited) 才能让消费者说“那就是我的感觉！ 没有人用这种方法说出来过！” 才不会让消费者说“陈腔滥调”
Ogilvy &
&
春天的故事The Story of Spring
“相关性”回应而生(it drives relevance)
节省时间 — 第一次就做对！(saves time right first time!)
Ogilvy &
&
消费者洞察的目的
Objectives of a consumer insight
提出对消费者了解的精华能够引发一个单纯的简报以 及卓然出众,具有关联性的创意作品,洞察是: To pick the key nugget of consumer understanding that will lead to a single minded brief and outstanding,relevant creative work. Insights are: 单纯 (single minded) 激发人心 / 可执行的 (motivating and actionable/executionable) 长线或短线 (long term or short term) 情感或理性的 (emotional or rational)
例子∶ “第一印象最重要，特别在某些重要时刻 ” “我觉得脸上的粉刺一天比一天大，好像 有一天会长满我的脸”
为什么寻找消费者洞察是创意策略发展过程中 的重要挑战？
Why should identifying the consumer insight be the critical challenge of a copy development strategy?
对准焦点在创意发展的过程(it focuses creative development)
英国(UK)
了解人们只在遇到生活中一些讨厌的事时，才会用 电话簿，但用较具有相关性及激发力的方式呈现出 来，通过诉求：黄页也可以让你了解在生活中较令 人可喜的层面。广告激起了极佳的商业结果 Recognizes the fact that people only use YP for the nasty things in life-but leverages this insight in a more relevant and motivating way, by saying that YP is there for the more pleasant things in life too. Commercial generated excellent business results for YP.
为什么？ Why
Ogilvy &
&
运用消费者洞察而产生的广告
Ads that leverage consumer insights
与你相关(relate) 与你连心(connect) 让你投入(involve) 给你动机(motivate)
洞察力能驱动广告的相关性 insights drive relevance of ads
消费者：大部分人除非有急事，否则很少想到使用黄页
About the target audience… most people never think to use their copy of YP unless they have an emergency in the house.
定位 / 按纽 …黄页在你身边，也可以帮助您做许多“ 生命中的美好事物”
Ogilvy &
&
消费者洞察是… A Consumer Insight IS ...
一种突然的觉醒 ( A sudden awareness) 某时刻，或某一刹那间的了解 ( A moment, or a flash of understanding)
请注意：一个产品或品牌可以引发许多、许 的洞察 — 重要的是如何去分辨最具相关性 最具激发力的洞察 (Caution: A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant and motivating.)
&
什麽是好的消费者洞察 ？ What Makes A Good Insight?
令观者投入 (be involving)
“它真了解我，说得太贴切了” “我从没有这样过.....但是这就是我的感觉” “Someone's touched my heart.”
Ogilvy &
&
什麽是好的消费者洞察 ？ What Makes A Good Insight?
有深度，不只是浮面的(Have depth, and not be frivolous)
看穿水面
不只是去重复消费者表面的行为，还要有看 穿表面的能力
Ogilvy &
&
什麽是好的消费者洞察 ？ What Makes A Good Insight?
可得到普遍大众的共鸣，而不是去夸大一个 人的观感(widely shared,not an exaggerated perspective of one person)
Ogilvy &
&
消费者洞察及创意简报
Consumer insights and the creative brief
具相关性的洞察是联系产品特性，品牌承诺及 定位陈述的最佳桥梁。它也是创意简报中的驱 动元素
Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition,or trigger in the creative brief.
Ogilvy &
&
黄页电话簿 Yellow Pages
美国(US)
只呈现黄页电话簿如何被使用，在家里会如何用它 Simply reflects how YP are used, what happens to it in the house.
Ogilvy &
&
黄页电话簿 Yellow Pages
Ogilvy &
&
判断消费者洞察 Judging Insights
怎么知道洞察好不好?(How do you know when an insight is good?)
感觉上对(They feel right) 消费者也同意(Consumers agree with them) 符合这个品牌，并能提升它(They fit the brand and uplift it)
&
消 费 者 洞 察
Consumer Insight
James Wong November 1998
Ogilvy &
&
什么是消费者洞察? What is an insight? 为何我们需要消费者洞察？ Why we need insight? 什么是好的消费者洞察？ What makes a good insight? 如何得出好的消费者洞察？ How to get insight?
Ogilvy &
&
See through
Ogilvy &
&
消费者洞察是… What is a consumer insight?
消费者对品牌或产品或该类别的习惯、态度， 可在广告传播中运用来激发消费者，使他 / 她动心 A consumer habit or attitude to the product, the brand, or the category that is motivating and leverage in copy. 在今日，只运用产品特性通常无法形成差异， 激发消费者的选择 Product attributes often no longer sufficient to differentiate or motivate choice.
Proposition/Button… The companies in YP can help you with some of the nicer things in life too!
Ogilvy &
&
消费者洞察及创意简报
Consumer insights and creative brief
Ogilvy &
&
春天的故事The Story of Spring
我是个瞎子
I am blind.
Ogilvy &
&
春天的故事The Story of Spring
我是个瞎子 I am blind.
现在是春天，而我是个瞎子 This is spring, and I am blind.
Ogilvy &
&
洞察力，就是找到 “春天的意思”的能力
Ogilvy &
&
Instinct
Ogilvy &
&
Instinct
It feels right
Ogilvy &
&
Why Consumer insight is so important 杰出的广告必定因应一个 清楚的消费者洞察而生 Brilliant advertising must be developed around a consumer insight.
Ogilvy &
Байду номын сангаас
&
消费者洞察… Consumer Insights...
来自特定的消费群 derive from and work against defined, specific target audiences 当广告意图改变行为 / 鼓舞行动时,角色益发举足 轻重 have a great role when advertising is trying to change/encourage behavior 当广告只是想增加知名度或宣布某讯息时,就没有 太重要的角色 have a lesser role if the advertising is just awareness/announcement
“判断”和“直觉”最重要(Judgment and Intuition are critical in identifying insights)
只要能分辨出来，就可以利用进一步的调查来证实 (Once identified they can be corroborated in further research)
Ogilvy &
&
消费者洞察是..…
An Insight is …..
Ogilvy &
&
洞察是…An Insight IS …
英文字典说， Insight 是看清 / 看入某一状 况的能力 The English dictionary says an insight is the power or act of seeing into a situation. 中文字典说，洞察是「洞悉事物原委的观 察」 The Chinese dictionary says,“Don Cha” is a sharp observation that see through the surface of something.
Ogilvy &
&
黄页 — 英国版的创意简报
Yellow Pages - UK Creative Brief
产品是什么？黄页上记录所有本区可以找到的商业服务
YP is a listing of all commercial services that are available in you area.
一份创意简报可以详述主要的消费者洞察，以 及洞察如何导到产品的定位及按纽
A good creative brief will always describe the key consumer insight, and will lead from that to the proposition/button.
Ogilvy &
&
消费者洞察是...
它必需有明显的相关性 (relevant) 才能让许多人说“感同身受” 它必需无人触及过 (unexloited) 才能让消费者说“那就是我的感觉！ 没有人用这种方法说出来过！” 才不会让消费者说“陈腔滥调”
Ogilvy &
&
春天的故事The Story of Spring
“相关性”回应而生(it drives relevance)
节省时间 — 第一次就做对！(saves time right first time!)
Ogilvy &
&
消费者洞察的目的
Objectives of a consumer insight
提出对消费者了解的精华能够引发一个单纯的简报以 及卓然出众,具有关联性的创意作品,洞察是: To pick the key nugget of consumer understanding that will lead to a single minded brief and outstanding,relevant creative work. Insights are: 单纯 (single minded) 激发人心 / 可执行的 (motivating and actionable/executionable) 长线或短线 (long term or short term) 情感或理性的 (emotional or rational)
例子∶ “第一印象最重要，特别在某些重要时刻 ” “我觉得脸上的粉刺一天比一天大，好像 有一天会长满我的脸”
为什么寻找消费者洞察是创意策略发展过程中 的重要挑战？
Why should identifying the consumer insight be the critical challenge of a copy development strategy?
对准焦点在创意发展的过程(it focuses creative development)
英国(UK)
了解人们只在遇到生活中一些讨厌的事时，才会用 电话簿，但用较具有相关性及激发力的方式呈现出 来，通过诉求：黄页也可以让你了解在生活中较令 人可喜的层面。广告激起了极佳的商业结果 Recognizes the fact that people only use YP for the nasty things in life-but leverages this insight in a more relevant and motivating way, by saying that YP is there for the more pleasant things in life too. Commercial generated excellent business results for YP.
为什么？ Why
Ogilvy &
&
运用消费者洞察而产生的广告
Ads that leverage consumer insights
与你相关(relate) 与你连心(connect) 让你投入(involve) 给你动机(motivate)
洞察力能驱动广告的相关性 insights drive relevance of ads
消费者：大部分人除非有急事，否则很少想到使用黄页
About the target audience… most people never think to use their copy of YP unless they have an emergency in the house.
定位 / 按纽 …黄页在你身边，也可以帮助您做许多“ 生命中的美好事物”
Ogilvy &
&
消费者洞察是… A Consumer Insight IS ...
一种突然的觉醒 ( A sudden awareness) 某时刻，或某一刹那间的了解 ( A moment, or a flash of understanding)
请注意：一个产品或品牌可以引发许多、许 的洞察 — 重要的是如何去分辨最具相关性 最具激发力的洞察 (Caution: A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant and motivating.)