（管理资料）消费者洞察-五星级推荐汇编课件.ppt

1、Consumer Insights消费者洞察-五星级推荐Consumer Insights消费者洞察是消费者洞察是.?Consumer Insights洞察是洞察是n英文字典说，Insight 是看清某一状况的能力:1.The power of seeing into a situation 2.The act of apprehending the inner nature of things3.the capacity of understanding hidden truthsn中文字典说，洞察是洞悉事物原委的观察Consumer Insights看看 透透Consumer Insigh

2、ts我们有许多市场信息和消费者数据，这些是消费者洞察吗？我们有许多市场信息和消费者数据，这些是消费者洞察吗？公司内部公司内部销售数据销售数据 零售商扫零售商扫描数据描数据零售调研零售调研(ACNielsens)媒体调研媒体调研（SOV,SOS,TRP)消费者调研消费者调研(深访、小组访谈、深访、小组访谈、定量调研定量调研)数据与事实数据与事实Consumer Insights消费者洞察消费者洞察 VS 消费者数据消费者数据数据数据 信息信息 洞察洞察 鼓舞鼓舞(行动行动)Consumer Insights“The facts are not the truth.They merely lead

3、 you in the direction of truth.”(“事实并非真相，它们只是指引你走向真相事实并非真相，它们只是指引你走向真相”)-Henry Luce,Founder of Time MagazineConsumer Insights有人说：消费者洞察是有人说：消费者洞察是n消费者生活的真实与品牌的真实之间的交汇点，可用来创建两者之间的联系n人性行为或情感的透现，可用来建立品牌营销者角度营销者角度Consumer Insights也有人说：消费者洞察是也有人说：消费者洞察是n一种突然的觉醒、顿悟n某时刻，或某一刹那间的了解消费者角度消费者角度Consumer Insights消

4、费者洞察的定义消费者洞察的定义n消费者未被满足的需求和愿望n它们是消费者真正关心、在意、认为有价值，却又不自知的n它们是与消费者相关(Relevant)但还未被触及的(Unexploited)Consumer Insightsn 它必需有明显的相关性它必需有明显的相关性(Relevant)Relevant)才能让许多人说“感同身受”n 它必需无人触及过它必需无人触及过(Unexploited)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”Consumer Insights过节了，我要买保健品送长辈，所以过节了，我要买保健品送长辈

5、，所以Consumer Insights一切营销工作应该始于消费者洞察一切营销工作应该始于消费者洞察n消费者洞察是市场营销中一切工作的原点，关系到每一个市场决定和每一项市场行动，包括：品牌定位 新产品开发 产品定价 渠道分销 市场宣传、广告 甚至更多Consumer Insights消费者洞察帮助我们：消费者洞察帮助我们：n发现、理解和解读市场中的一切变化：消费者 宏观经济（经济危机中的电影业和快餐业）产业层面 品类发展n理解如何在变化中持续成功营销Consumer Insights为什么消费者洞察重要？为什么消费者洞察重要？充分的证据表明，与消费者心心相印的产品与广告才更有效 Consume

6、r Insights洞察让消费者能够收到我们的信息洞察让消费者能够收到我们的信息n消费者每天接触到成百上千条信息n他们根据自己的知识，经验，个人需求和冲动来过滤这些信息n洞察提供了一条联结消费者的途经-鼓励他对你的信息打开他的耳朵（洞察成为品牌与消费者的Google关键词）S消消费者的过滤网RSSSSConsumer Insights消费者洞察让营销者被听见消费者洞察让营销者被听见n说服的本质不是传递信息（是共鸣）n只有当你愿意听的时候，你才能听得见n而只有你愿意听的内容，你才能听得到接收者?Consumer Insights洞察创造机会在品牌和消费者之间形成桥梁洞察创造机会在品牌和消费者之间

7、形成桥梁n“他们很理解我”n“那正是我的感受”n“他们知道我为什么需要它”“这正是我所要的牌子”Consumer Insights消费者洞察，营销者的消费者洞察，营销者的“芝麻开门芝麻开门”魔咒魔咒Consumer Insights判断消费者洞察判断消费者洞察n怎么知道洞察好不好?感觉上对 消费者也同意 符合这个品牌，并能升华品牌 n“判断”和“直觉”最重要Consumer InsightsConsumer Insights是有趣的事实，认知，还是洞察是有趣的事实，认知，还是洞察 n事实是对消费者生活中有关产品（产品类）的某些真实情况的观察n认知反映的是消费者已经了解的，有关产品或产品类的看法

8、n洞察洞察则是一个还未被发现/已被遗忘的真实 在产品和消费者之间提供联系Consumer Insights例子：有关巧克力的洞察例子：有关巧克力的洞察n事实：巧克力是美味的糖果零食n认知：我喜欢吃巧克力，那是一种美味的享受n洞察洞察：巧克力是我对自己的奖赏，我喜欢沉浸在那份自我关爱、满足的享受中Consumer Insights消费者的反应消费者的反应n事实：“对，我同意。”n认知：“那是真的，我也是这么认为的。”n洞察：“那真是太对啦，这正是我！”Consumer Insights什麽是好的消费者洞察什麽是好的消费者洞察(1)令消费者者投入投入-“它真了解我，说得太贴切了”-“那就是我的感觉

9、!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”Consumer Insights(2)有深度深度，不只是表面的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什麽是好的消费者洞察什麽是好的消费者洞察Consumer Insights(3)可得到普遍大众的共鸣大众的共鸣，而不是去夸大个体的观感例子“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，好像有 一天会长满我的脸!”什麽是好的消费者洞察什麽是好的消费者洞察Consumer Insights(4)能连结产品利益点连结产品利益点及情感的需求-只有情感=滥情-某些情感，在某种情境之下特

10、别感人-情感必须能与产品现实面相连，才能达到商业目的什麽是好的消费者洞察什麽是好的消费者洞察Consumer Insights(5)触及某种关键时刻关键时刻-突然的觉醒最令人永生难忘-在某些关键时刻，使消费者了解自己人生的某些基本事实，才能达到商业目的什麽是好的消费者洞察什麽是好的消费者洞察Consumer Insights(6)不只是一个类比，或巧妙的比喻什麽是好的消费者洞察什麽是好的消费者洞察Consumer Insights(7)释放创新/创意的可能性，而不是限制创造的呈现什麽是好的消费者洞察什麽是好的消费者洞察Consumer Insights“你的地盘，听我的你的地盘，听我的”“掏，

11、我喜欢掏，我喜欢”淘！淘！我我 喜喜 欢欢Consumer Insights消费者洞察的本质消费者洞察的本质n它是如此简单，一旦道破，人皆称是n它却又如此难以寻觅，需要营销者具有一份见心明性，直指人心的透彻那么，究竟我们如何能够获得消费者洞察那么，究竟我们如何能够获得消费者洞察?Consumer Insights期望别人会告诉你洞察？期望别人会告诉你洞察？n人们通常期望从外部来源找到洞察-即听消费者说出来：“他们会告诉你洞察的”但他们是不会的！但他们是不会的！Consumer Insights发掘洞察的路上障碍重重发掘洞察的路上障碍重重n没有资料n没有时间做调研n没有钱做调研n市场上没有调研资

12、源n难以联系到目标对象Consumer Insights获得消费者洞察的两个途径获得消费者洞察的两个途径n融入你的消费者，浸淫其中浸淫其中！n消费者调研Consumer Insights与人谈话，观察人生与人谈话，观察人生Consumer Insights获得消费者洞察的最直接的方法获得消费者洞察的最直接的方法-观察力观察力-创造力创造力Consumer Insights观察观察n观察消费者真实生活中与产品的关系 去商店看他们如何购买/买些什么东西 去他们的餐厅吃饭 去他们的酒吧喝酒 去他们常去的地方n尽可能观察他们，与他们交谈 Consumer Insights观察时尽量贴近，有宽度和深度观

13、察时尽量贴近，有宽度和深度n贴近 他们与产品或品牌的关系 他们使用产品的动机n宽度 人生阶段，生活形态等因素 世代因素 文化传统 将来的计划和梦想 Consumer Insights观察时尽量贴近，有宽度和深度观察时尽量贴近，有宽度和深度n深度 动机，情感 抱负/渴望 生理需求（地位，归属感等）Consumer Insights体验体验n亲身体验产品，Eat Your Own Dog Food！n变成你的消费者“如果不能将自己变成一个消费者，就不适合在这个行业”购物 吃饭 阅读 Consumer Insights倾听倾听n倾听在你脑海里那微弱的声音n那些使你对某事有最深刻，最诚实的感受的东西n

14、那些是如此敏感，有些甚至是使你不敢面对你自己的东西这种声音正是洞察的藏身之地！这种声音正是洞察的藏身之地！Consumer Insights使用外部资源使用外部资源n查阅相关的资料n还有谁更了解你的对象？专家 专业人士n还有谁更了解你的产品/你的问题？Consumer Insights为了得到消费者洞察为了得到消费者洞察想！想！苦思冥想！苦思冥想！一直想！一直想！Consumer Insights成为一位企业家，而不是一个职业经理人成为一位企业家，而不是一个职业经理人活在其中！活在其中！念念在斯！念念在斯！浸淫终生！浸淫终生！Consumer Insights调研：通过严谨的分析流程获得消费者

15、洞察调研：通过严谨的分析流程获得消费者洞察2产生初步假设产生初步假设3收集数据收集数据/进行深入进行深入调研与分析调研与分析4综合数据以确认、综合数据以确认、修正，甚或更改最修正，甚或更改最初的假设初的假设5进一步分进一步分析研究析研究1定义问题定义问题/挑战挑战6总结分析：结论总结分析：结论与建议与建议Consumer Insights为什么使用这样的分析流程？为什么使用这样的分析流程？因为这个流程带来最多、最好的机会：n最节约时间n需要最少的信息，因此也只需要分析最少的信息n获得最可靠的结论和建议n清楚发现在消费者认知上的偏差或缺失n便于分析繁杂的数据Consumer Insights问问

16、你自己：-你对这个问题/挑战知道什么？-谁给出的这个问题？-解决这个问题的动机是什么？-有什么特别特别的要求吗？1.定义问题定义问题/挑战挑战Consumer Insights2.产生初步假设产生初步假设n基于你对于问题的认识和对于公司业务的知识你认为会发生什么？用6W来提出问题（who,what,where,when,why,how）与同事们讨论 创立一个假设Consumer Insights3.收集数据收集数据/进行深入调研与分析进行深入调研与分析Consumer Insights4.综合数据以确认、修正，甚或更改最初的假设综合数据以确认、修正，甚或更改最初的假设n是什么?我们与去年同期相

17、比的销售数据是什么样的？n谁?有没有某一特定人群与此相关？n 何地?问题的产生有没有特定的地点?n何时?在什么样的时间或是情景下会发生?n为什么?为什么会出现这个情况?Consumer Insights5.进一步分析研究进一步分析研究n不断研究，直到你已经能够非常满意地解释获得市场机会的关键因素Consumer Insights6.总结分析：结论与建议总结分析：结论与建议n回顾所有的数据与分析n将结论与假设进行比较n确认获得结论的关键因素n抽取对于业务最重要的结论和建议n对于每一项建议，尽量给出具体计划和实施方法Consumer Insights获得消费者洞察的常用调研工具获得消费者洞察的常用

18、调研工具n零售研究n消费者追踪n消费者行为与态度调研n购物与消费观察n品牌定位研究n产品/口味/概念测试nConsumer Insights一些调研的技巧一些调研的技巧-需要更好的调研公司需要更好的调研公司n明确目的：发现，刺激，激发n更多，更好地使用定性研究 更好的主持人 更好的甄别、邀请 更好的问题 更好的技巧 Consumer Insights一些调研的技巧一些调研的技巧-从精准的目标对象开始从精准的目标对象开始n面对太宽广的目标对象，很难取得较深入的理解 n从精确定义的目标对象中找到一些想法，再到广一些的对象中去求证 Consumer Insights一些调研的技巧一些调研的技巧-解构

19、消费者与下列主题的关系解构消费者与下列主题的关系n品牌n竞争品牌n产品n品类Consumer Insights一些调研的技巧一些调研的技巧-引发消费者的讨论与互动引发消费者的讨论与互动n充分运用道具 产品认知图 该品牌或竞争者的广告 品牌认知图/联想/拟人化 概念及定位n刺探关系及情感Consumer Insights一些调研的技巧一些调研的技巧-投入到你的消费者中投入到你的消费者中n参加访谈n自己做访谈n张开你的眼睛和耳朵 观察他们的身体语言 不只听他们说什么 而是听他们想表示什么 如果你会心一笑 那可能是一个很棒的洞察Consumer Insights一些调研的技巧一些调研的技巧-帮助引发

20、洞察的好问题帮助引发洞察的好问题.产品-用什么做的？-从哪来？-谁做的？-怎么做？-到何处去买？-独特/平常-在市面上多久了？-常在哪看到？-第一次看到它是什么时 候？使用-谁买？-谁用？-在购买使用前、中、后，他 们脑子想些什么？-何时？何处？为什么用？-产品使用结合了什么样的 价值观，抱负或情感？-可能牵涉什么样的趋势或议 题？品牌环境-多或少；突出或相似？-有名气？新不新？是不是很传 统？-本土化？有文化的？国际性的？-人们对我们认知或感觉为何？-消费者转换品牌的代价是什么？Consumer Insights一些调研的技巧一些调研的技巧 具体方法具体方法n使用道具：剪贴画、题板、日志n分

21、类、组合、排序n陪同购物、一起使用、体验生活n将使用过程拍照、录像、记日记n“剥洋葱法”提问技巧，层层深入n“投影”技巧，揭示调研对象不愿明确承认的动机与想法n“阶梯法”，从功能向情感的升华Consumer Insights用了它很安心用了它很安心例:1)锁因为因为所以所以,坚固的锁坚固的锁小偷撬不开小偷撬不开家里很安全家里很安全(特点特点)(理性理性)(感官感官)(感性感性)*思考：哪一层次在现阶段可帮助找到差异点？思考：哪一层次在现阶段可帮助找到差异点？阶梯法阶梯法Consumer Insights吃了不易感冒吃了不易感冒有益健康有益健康家里人多吃健康家里人多吃健康我是好妈妈我是好妈妈含维

22、生素含维生素C例例:2)橘子橘子阶梯法阶梯法Consumer Insights最后，在调研时请记住最后，在调研时请记住-洞察是：洞察是：n有关人性或情感的某个真实面 未被发现，被遗忘，不显而易见n不只是有趣的事实或消费者的认知 n需要与品牌联结 n可能来自任何人，任何地方Consumer InsightsWorkshop 1Consumer InsightsAssignmentnEach team will be assigned a product or service and a corresponding targetnIn the absence of formal research,

23、“become”your target and generate at least 10 insights,keeping your product/service“loosely”in mindnUse the hint list,as appropriatenNarrow the field to 1 or 2 viable insightsnRecord how you narrowed the fieldnRecord how you decided to apply the insight-(Strategy?Execution?)Consumer InsightsProduct/S

24、ervice and Targets1.Disney Consumer Products2.Haagen Daz premium ice-cream3.Reebok athletic shoes4.Hennessy VSOP5.SKII Skincare6.Pert Shampoo7.Kellogg Mueslix cereals8.Fei Yang Juice Tea Drinks9.Philip Morris Parliment10.Teco Cellular phonesParents of 3-7 year oldBaby boomersMales 12-17Males 25-39Wo

25、men 20-39A d u l t s 2 0-3 9(e s p females)Teens,young adultsAdults 25+Adults 18+Consumer InsightsLook Closely,Broadly,Deeply n Think about your targets:Product/brand relationship:Usage habits,motivators,emotions Category motivators Lifestyle,lifestage Generation:Common history,myths Cultural expect

26、ations Plans,dreams Psychological needs:Family,friends,Aspirations“Human”weaknesses:Fears,confessions,etc.Consumer InsightsCONCEPT Consumer InsightsAgendanWhats conceptnThe importance of the conceptnHow to evaluate conceptnExercisenConcept development processConsumer InsightsWhat is conceptnA good c

27、oncept is the description of a deliverable product/positioning/program promise expressed in a language which is meaningful and appealing to the consumernTruth well toldnWe are using concept everywhere&anytimeConsumer InsightsConcept StructurenConsumer insight Describe the need or problem Bridge prod

28、uct and consumers Lead to solutionnBenefit/Proposition Product promise to bring benefit or solve problems Generate purchase intentionnReason Why Make consumers believe the promise Get rid of the suspicion nAdditional information(e.g.Pricing)Consumer InsightsConcept Examples-“One Second”Soak Free Det

29、ergentnConsumer 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.Its too time consuming.Isnt a good way to clean the clothes well&save time?nBenefit:Introduce New“One Second”soak free detergent,save you half

30、washing time and give you more time to enjoy the life.nReason Why This is because“One Second”detergent has a unique Enzyme called Penetein,it not only clean the tough stain well,but also can penetrate into the stain fast.So you dont need to soak the clothes anymore.nAdditonal Information:Price:400g

31、only 2RMBConsumer InsightsConcept Examples-“Pampers”DiapernConsumer insight:Sleeping is very important for my babys growth.If they can sleep well then they can grow stronger and be more intelligent.However,the cloth diaper cant well absorb the urine and always make my baby wake up crying in the midn

32、ight.Im really concerned about this.nBenefit:Introduce New“Pampers”baby diaper,an innovative diaper to fully absorb the water and leave your baby has good whole night sleep.nReason Why This is because“Pampers”Diaper has a high tech paper which can absorb 6 times more water than normal cloth diapers.

33、Its effectiveness has been proved by China Baby Growth Association.n“Pampers”baby diaper,super power to absorb water that leave your baby to have good whole night sleep.Consumer InsightsConcept Exercise 1 nWrite a concept for your mobile(5 minutes)nShare with the group(10 minutes)Consumer InsightsBR

34、ANDPERFORMANCE HURDLECONCEPT:to change consumers mindMy consumers currently DO.because they currently THINK/FEEL about my brand.CURRENT REALITY.if I can make them THINK/FEEL about my brand.then they will DODESIRED FUTURE Concept:a great tool for CHANGE!Consumer InsightsThe role of the conceptnLead t

35、he new product developmentnLead the reposition of the existing productnLead the copy/promotion and other communication-integrated&focusednLead the instore display program developmentnHelp company to evaluate new product potential in market&decide the investment scale for strong ROInHelp business mak

36、e choicesConsumer InsightsIf concept is wrong,what will happennWrong productnWrong advertisingnWrong promotionnWrong packagingnWrong investmentnWaste of time,money and lifeConsumer InsightsCheck list for concept evaluationnStrong&Relevant benefits that the product brings to consumers?nWhats the chan

37、ges that product makes to consumers life?nWhats different petitors or current solutions?nIs the reason to believe convincing?nIs it in line with brand SCORE?nIs it easy to understand?Consumer InsightsConcept Exercise 1 nJudge whether the following concepts are good or bad?Why?Consumer InsightsConcep

38、t-“All In One”Car nConsumer insight:I want to have a car.Thats the dream for me since childhood.I still remembered I touched neighbours car everyday before I went to school.nBenefit:Introduce New“all In one”car.It meets every dream you are having for the car.Its beautiful,speedy,safe,elegant and che

39、ap.Also,the maintainence is very easy.A perfect car.nReason Why This is because“all in one”car is produced by world class company,world class workers and world class process.nAll In One Car,world class car,satisfying your every dreams of car.Consumer InsightsConcept-“Millionaire”ProgramnConsumer ins

40、ight:I want to be rich.But I have limited education,little money and no people network,I really dont know how.nBenefit:Introduce New“Millionaire”program.It will guarantee you become millionaire within just 1 year by just putting 1000 RMB in every year!nReason Why This program has been designed by Ha

41、rvard professor Dr.XX and help more than 1Mio people achieve their dream to become Millionaire within just one year.nJoin Millionairie Program,become Millionaire within one year with only 1000RMB investment.Consumer InsightsConcept-FARMER Mineral WaternConsumer insight:Current world is full of pollu

42、tion.Im really worried about the water quality Im drinking.I dont know whether its trusworthy.nBenefit:Introduce New FARMER Mineral Water,Its so pure to make you feel a little sweet after the drinking.nReason Why This is because that the water is coming from the deep water of the beautiful QianDao V

43、alley-the national protected zone.Additonal Information:n“FARMER”Mineral Water,a little sweet.Consumer InsightsConcept-Apple laptop computernConsumer insight:When Im taking long hour flight,Im always feel bored during the trip-you cant move,cant call mobile,cant shout especially on the long hour tra

44、velling.nBenefit:Introduce New Apple Laptop,it offers you the biggest screen and the smallest screen for your choice,so you can enjoy your travel time.nReason 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

45、 convenient for you to carry.nNew Apple Laptop,biggest or smallest,the best from Apple.Consumer InsightsConcept-“GOOD SLEEP”Quilt 1 nConsumer insight:Winter is coming.Its really cold in the night-sometimes make me cant sleep well in the night.nBenefit:Introduce New“GOOD SLEEP”quilt,it can keep you v

46、ery warm when you sleep.nReason Why This is because“GOOD SLEEP”quilt is using a warm keeping material to keep me warm.n“GOOD SLEEP”quilt,warm you in winter.Consumer InsightsConcept-“GOOD SLEEP”quilt 2nConsumer insight:Winter is coming.Its really cold in the night,especially during the days before th

47、e heating equipment is ready.I really worry about my kids who may not sleep well in the night and influence his health.nBenefit:Introduce New“GOOD SLEEP”quilt,it can give you the superior Warm Protection which on others can compare,keep you&your kids have a great sleep in cold winter.nReason Why Thi

48、s 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.n“GOOD SLEEP”quilt,Triple protection,warm your family in winter.Consumer InsightsConcept-J&J Baby ShampoonConsumer insight:My

49、baby love taking bath.Everytime,she is laughing&playing all the time.Im really worried that the adult shampoo will hurt her tender eyes.So I normally dont use any shampoo to wash her hair.nBenefit:Introduce New J&J Baby Shampoo,its mild formula will not irritate your babys eyes,give you and your bab

50、y the complete enjoyment during the bathing.nReason Why This is because J&J baby shampoo is using the natural ingredients and PH balanced which is mild to babys eyes.n“J&J”Baby Shampoo,mild care your baby without irritating their eyes.Consumer InsightsConcept-EXTRA Chewing GumnConsumer insight:I lik