奥美消费者洞察
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只有情感 滥情
某些情感，在某种情境之下特别感人 情感必须能与产品现实面相连，才能达到商 业的目的
O & M21
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(5) 触及某种关键时刻 (Moment of Truth) (Identify with a MOT)
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 (unexploited) 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!” O & M9
春天的故事
Ref: TN/CR/INSIGHTS/rc
O & M10
春天的故事
只有情感 滥情
O & M19
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)
Ref: TN/CR/INSIGHTS/rc
O & M4
Ref: TN/CR/INSIGHTS/rc
消费者洞察是..... An Insight Is .....
O & M5
消费者洞察是..... An Insight Is .....
Ref: TN/CR/INSIGHTS/rc
英文字典说，InsBaidu Nhomakorabeaght是看清/看入某一状况的能 力
O & M6
See through
Ref: TN/CR/INSIGHTS/rc
O & M7
洞察是.....
Ref: TN/CR/INSIGHTS/rc
你观察到消费者生活里的一些素材或想法 它们是
"Relevant & Unexploited"
O & M8
Ref: TN/CR/INSIGHTS/rc
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.
Observations: What Makes A Good Insight
(1) 令观者投入 (be involving)
“它真了解我，说得太贴切了”
“那就是我的感觉! 没有人用这种方法说出 来过!”
“我从没有这样过.....但是这就是我的感觉 ”
"Someone's touched my heart."
只有情感 滥情 某些情感，在某种情境之下特别感人
O & M20
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)
O & M17
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(3) 可得到普遍大众的共鸣，而不是去夸大一
人
的观感 (widely shared, not an
exaggerated
perspective of one person)
例子∶ “第一印象最重要，特别在某些重要时刻 ”
vs. “我觉得脸上的粉刺一天比一天大，好O像& M18
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)
什麽是好的消费者洞察? What makes a good insight?
Ref: TN/CR/INSIGHTS/rc
O & M3
什麽是消费者洞察? What is an insight? 定义
什麽是好的消费者洞察? What makes a good insight?
如何得出好的消费者洞察? How to get them?
O & M16
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(2) 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
我是个瞎子 I am blind.
Ref: TN/CR/INSIGHTS/rc
O & M11
春天的故事
Ref: TN/CR/INSIGHTS/rc
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.
O & M12
Ref: TN/CR/INSIGHTS/rc
消费者洞察 Insights
Ref: TN/CR/INSIGHTS/rc
Jean Lin September 1998
O & M1
什麽是消费者洞察? What is an insight? 定义
Ref: TN/CR/INSIGHTS/rc
O & M2
什麽是消费者洞察? What is an insight? 定义
洞察力，就是找到 “春天的意思”的能力
O & M13
Ref: TN/CR/INSIGHTS/rc
Instinct
O & M14
Ref: TN/CR/INSIGHTS/rc
Instinct It feels right
O & M15
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
某些情感，在某种情境之下特别感人 情感必须能与产品现实面相连，才能达到商 业的目的
O & M21
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(5) 触及某种关键时刻 (Moment of Truth) (Identify with a MOT)
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 (unexploited) 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!” O & M9
春天的故事
Ref: TN/CR/INSIGHTS/rc
O & M10
春天的故事
只有情感 滥情
O & M19
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)
Ref: TN/CR/INSIGHTS/rc
O & M4
Ref: TN/CR/INSIGHTS/rc
消费者洞察是..... An Insight Is .....
O & M5
消费者洞察是..... An Insight Is .....
Ref: TN/CR/INSIGHTS/rc
英文字典说，InsBaidu Nhomakorabeaght是看清/看入某一状况的能 力
O & M6
See through
Ref: TN/CR/INSIGHTS/rc
O & M7
洞察是.....
Ref: TN/CR/INSIGHTS/rc
你观察到消费者生活里的一些素材或想法 它们是
"Relevant & Unexploited"
O & M8
Ref: TN/CR/INSIGHTS/rc
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.
Observations: What Makes A Good Insight
(1) 令观者投入 (be involving)
“它真了解我，说得太贴切了”
“那就是我的感觉! 没有人用这种方法说出 来过!”
“我从没有这样过.....但是这就是我的感觉 ”
"Someone's touched my heart."
只有情感 滥情 某些情感，在某种情境之下特别感人
O & M20
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)
O & M17
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(3) 可得到普遍大众的共鸣，而不是去夸大一
人
的观感 (widely shared, not an
exaggerated
perspective of one person)
例子∶ “第一印象最重要，特别在某些重要时刻 ”
vs. “我觉得脸上的粉刺一天比一天大，好O像& M18
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(4) 能连结产品利益点及情感的需求 (connect product benefits to emotional needs)
什麽是好的消费者洞察? What makes a good insight?
Ref: TN/CR/INSIGHTS/rc
O & M3
什麽是消费者洞察? What is an insight? 定义
什麽是好的消费者洞察? What makes a good insight?
如何得出好的消费者洞察? How to get them?
O & M16
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察
Observations: What Makes A Good Insight
(2) 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
我是个瞎子 I am blind.
Ref: TN/CR/INSIGHTS/rc
O & M11
春天的故事
Ref: TN/CR/INSIGHTS/rc
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.
O & M12
Ref: TN/CR/INSIGHTS/rc
消费者洞察 Insights
Ref: TN/CR/INSIGHTS/rc
Jean Lin September 1998
O & M1
什麽是消费者洞察? What is an insight? 定义
Ref: TN/CR/INSIGHTS/rc
O & M2
什麽是消费者洞察? What is an insight? 定义
洞察力，就是找到 “春天的意思”的能力
O & M13
Ref: TN/CR/INSIGHTS/rc
Instinct
O & M14
Ref: TN/CR/INSIGHTS/rc
Instinct It feels right
O & M15
Ref: TN/CR/INSIGHTS/rc
观察∶什麽是好的消费者洞察