消费者洞察(奥美).ppt

文档介绍：消费者洞察Insights
Jean Lin
September 1998
什麽是消费者洞察?What is an insight?
定义
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?
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?
消费者洞察是.....
An Insight Is .....
?
消费者洞察是.....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.
See through
洞察是.....
你观察到消费者生活里的一些素材或想法
它们是
"Relevant & Unexploited"
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!”
春天的故事