消費(fèi)者洞察分析報(bào)告

消費(fèi)者洞察

ConsumerInsight

JamesWongNovember1998消費(fèi)者洞察分析報(bào)告第1頁什么是消費(fèi)者洞察? Whatisaninsight?為何我們需要消費(fèi)者洞察？ Whyweneedinsight?什么是好消費(fèi)者洞察？

Whatmakesagoodinsight?怎樣得出好消費(fèi)者洞察？ Howtogetinsight?

消費(fèi)者洞察分析報(bào)告第2頁消費(fèi)者洞察是..…AnInsightis…..?消費(fèi)者洞察分析報(bào)告第3頁

洞察是…AnInsightIS…

英文字典說，Insight是看清/看入某一情況能力 TheEnglishdictionarysaysaninsightisthepoweroractofseeingintoasituation.漢字字典說，洞察是「洞悉事物原委觀察」 TheChinesedictionarysays,“DonCha”isasharpobservationthatseethroughthesurfaceofsomething.消費(fèi)者洞察分析報(bào)告第4頁Seethrough消費(fèi)者洞察分析報(bào)告第5頁什么是“消費(fèi)者洞察”?你觀察到消費(fèi)者生活里一些素材或想法它們是"Relevant&Unexploited"消費(fèi)者洞察分析報(bào)告第6頁消費(fèi)者洞察是…

Whatisaconsumerinsight?消費(fèi)者對(duì)品牌或產(chǎn)品或該類別習(xí)慣、態(tài)度，可在廣告?zhèn)鬏斨欣脕砑ぐl(fā)消費(fèi)者，使他/她動(dòng)心Aconsumerhabitorattitudetotheproduct,thebrand,orthecategorythatismotivatingandleverageincopy.在今日，只利用產(chǎn)品特征通常無法形成差異，激發(fā)消費(fèi)者選擇Productattributesoftennolongersufficienttodifferentiateormotivatechoice.消費(fèi)者洞察分析報(bào)告第7頁消費(fèi)者洞察是…

AConsumerInsightIS...一個(gè)突然覺醒(Asuddenawareness)某時(shí)刻，或某一剎那間了解(Amoment,oraflashofunderstanding)

請(qǐng)注意：一個(gè)產(chǎn)品或品牌能夠引發(fā)許多、許洞察—主要是怎樣去分辨最具相關(guān)性最具激發(fā)力洞察(Caution:Aproductorabrandcangeneratemanyinsights-thetrickistoidentifytheinsightthatisthemostrelevantandmotivating.)消費(fèi)者洞察分析報(bào)告第8頁它必需有顯著相關(guān)性(relevant)才能讓許多人說“感同身受”它必需無人觸及過(unexloited)才能讓消費(fèi)者說“那就是我感覺！ 沒有些人用這種方法說出來過！”才不會(huì)讓消費(fèi)者說“陳腔濫調(diào)”

消費(fèi)者洞察是...消費(fèi)者洞察分析報(bào)告第9頁春天故事TheStoryofSpring

消費(fèi)者洞察分析報(bào)告第10頁春天故事TheStoryofSpring

我是個(gè)瞎子Iamblind.消費(fèi)者洞察分析報(bào)告第11頁春天故事TheStoryofSpring

我是個(gè)瞎子Iamblind.現(xiàn)在是春天，而我是個(gè)瞎子Thisisspring,andIamblind.消費(fèi)者洞察分析報(bào)告第12頁洞察力，就是找到“春天意思”能力消費(fèi)者洞察分析報(bào)告第13頁Instinct消費(fèi)者洞察分析報(bào)告第14頁InstinctItfeelsright消費(fèi)者洞察分析報(bào)告第15頁出色廣告必定因應(yīng)一個(gè)

清楚消費(fèi)者洞察而生

Brilliantadvertisingmustbedevelopedaroundaconsumerinsight.為何？WhyWhyConsumerinsightissoimportant消費(fèi)者洞察分析報(bào)告第16頁利用消費(fèi)者洞察而產(chǎn)生廣告

Adsthatleverageconsumerinsights與你相關(guān)(relate)與你連心(connect)讓你投入(involve)給你動(dòng)機(jī)(motivate)洞察力能驅(qū)動(dòng)廣告相關(guān)性insightsdriverelevanceofads消費(fèi)者洞察分析報(bào)告第17頁消費(fèi)者洞察及創(chuàng)意簡報(bào)

Consumerinsightsandthecreativebrief具相關(guān)性洞察是聯(lián)絡(luò)產(chǎn)品特征，品牌承諾及定位陳說最正確橋梁。它也是創(chuàng)意簡報(bào)中驅(qū)動(dòng)元素Relevantinsightsarethebridgeorlinkbetweentheproductattributes,productorbrandpromiseandtheproposition,ortriggerinthecreativebrief.一份創(chuàng)意簡報(bào)能夠詳述主要消費(fèi)者洞察，以及洞察怎樣導(dǎo)到產(chǎn)品定位及按紐Agoodcreativebriefwillalwaysdescribethekeyconsumerinsight,andwillleadfromthattotheproposition/button.消費(fèi)者洞察分析報(bào)告第18頁黃頁電話簿YellowPages美國(US)只展現(xiàn)黃頁電話簿怎樣被使用，在家里會(huì)怎樣用它SimplyreflectshowYPareused,whathappenstoitinthehouse.消費(fèi)者洞察分析報(bào)告第19頁黃頁電話簿

YellowPages英國(UK)了解人們只在碰到生活中一些討厭事時(shí)，才會(huì)用電話簿，但用較含有相關(guān)性及激發(fā)力方式展現(xiàn)出來，經(jīng)過訴求：黃頁也能夠讓你了解在生活中較令人可喜層面。廣告激起了極佳商業(yè)結(jié)果RecognizesthefactthatpeopleonlyuseYPforthenastythingsinlife-butleveragesthisinsightinamorerelevantandmotivatingway,bysayingthatYPisthereforthemorepleasantthingsinlifetoo.CommercialgeneratedexcellentbusinessresultsforYP.消費(fèi)者洞察分析報(bào)告第20頁黃頁—英國版創(chuàng)意簡報(bào)

YellowPages-UKCreativeBrief產(chǎn)品是什么？黃頁上統(tǒng)計(jì)全部本區(qū)能夠找到商業(yè)服務(wù)YPisalistingofallcommercialservicesthatareavailableinyouarea.消費(fèi)者：大部分人除非有急事，不然極少想到使用黃頁Aboutthetargetaudience…mostpeopleneverthinktousetheircopyofYPunlesstheyhaveanemergencyinthehouse.定位/按紐…黃頁在你身邊，也能夠幫助您做許多“生命中美好事物”Proposition/Button…ThecompaniesinYPcanhelpyouwithsomeofthenicerthingsinlifetoo!消費(fèi)者洞察分析報(bào)告第21頁消費(fèi)者洞察及創(chuàng)意簡報(bào)

Consumerinsightsandcreativebrief為何尋找消費(fèi)者洞察是創(chuàng)意策略發(fā)展過程中主要挑戰(zhàn)？Whyshouldidentifyingtheconsumerinsightbethecriticalchallengeofacopydevelopmentstrategy?對(duì)準(zhǔn)焦點(diǎn)在創(chuàng)意發(fā)展過程(itfocusescreativedevelopment)“相關(guān)性”回應(yīng)而生(itdrivesrelevance)節(jié)約時(shí)間—第一次就做對(duì)！(savestime-rightfirsttime!)消費(fèi)者洞察分析報(bào)告第22頁消費(fèi)者洞察目標(biāo)

Objectivesofaconsumerinsight提出對(duì)消費(fèi)者了解精華能夠引發(fā)一個(gè)單純簡報(bào)以及卓然出眾,含有關(guān)聯(lián)性創(chuàng)意作品,洞察是:Topickthekeynuggetofconsumerunderstandingthatwillleadtoasinglemindedbriefandoutstanding,relevantcreativework.Insightsare:單純(singleminded)激發(fā)人心/可執(zhí)行(motivatingandactionable/executionable)長線或短線(longtermorshortterm)情感或理性(emotionalorrational)消費(fèi)者洞察分析報(bào)告第23頁消費(fèi)者洞察…

ConsumerInsights...來自特定消費(fèi)群derivefromandworkagainstdefined,specifictargetaudiences當(dāng)廣告意圖改變行為/鼓舞行動(dòng)時(shí),角色益發(fā)舉足輕重haveagreatrolewhenadvertisingistryingtochange/encouragebehavior當(dāng)廣告只是想增加著名度或宣告某訊息時(shí),就沒有太主要角色havealesserroleiftheadvertisingisjustawareness/announcement消費(fèi)者洞察分析報(bào)告第24頁判斷消費(fèi)者洞察

JudgingInsights怎么知道洞察好不好?(Howdoyouknowwhenaninsightisgood?)感覺上對(duì)(Theyfeelright)消費(fèi)者也同意(Consumersagreewiththem)符合這個(gè)品牌，并能提升它(Theyfitthebrandandupliftit)“判斷”和“直覺”最主要(JudgmentandIntuitionarecriticalinidentifyinginsights)只要能分辨出來，就能夠利用深入調(diào)查來證實(shí)(Onceidentifiedtheycanbecorroboratedinfurtherresearch)消費(fèi)者洞察分析報(bào)告第25頁

什麼是好消費(fèi)者洞察？

WhatMakesAGoodInsight?令觀者投入(beinvolving)“它真了解我，說得太貼切了”“我從沒有這么過不過這就是我感覺”“Someone'stouchedmyheart.”消費(fèi)者洞察分析報(bào)告第26頁有深度，不只是浮面(Havedepth,andnotbefrivolous)

看穿水面

不只是去重復(fù)消費(fèi)者表面行為，還要有看穿表面能力什麼是好消費(fèi)者洞察？

WhatMakesAGoodInsight?消費(fèi)者洞察分析報(bào)告第27頁可得到普遍大眾共鳴，而不是去夸大一個(gè)人觀感(widelyshared,notanexaggeratedperspectiveofoneperson)例子∶ “第一印象最主要，尤其在一些主要時(shí)刻” “我以為臉上粉刺一天比一天大，好像有一天會(huì)長滿我臉”什麼是好消費(fèi)者洞察？

WhatMakesAGoodInsight?消費(fèi)者洞察分析報(bào)告第28頁能連結(jié)產(chǎn)品利益點(diǎn)及情感需求(connectproductbenefitstoemotionalneeds)只有情感 濫情一些情感，在某種情境之下尤其感人情感必須能與產(chǎn)品現(xiàn)實(shí)面相連，才能達(dá)到商業(yè)目標(biāo)

什麼是好消費(fèi)者洞察？

WhatMakesAGoodInsight?消費(fèi)者洞察分析報(bào)告第29頁觸及某種關(guān)鍵時(shí)刻(MomentofTruth)

突然覺醒(SuddenAwareness)最令人永生難忘什麼是好消費(fèi)者洞察？

WhatMakesAGoodInsight?消費(fèi)者洞察分析報(bào)告第30頁觸及某種關(guān)鍵時(shí)刻(MomentofTruth)

什麼是好消費(fèi)者洞察？

WhatMarksAGoodInsight?突然覺醒(SuddenAwareness)最令人永生難忘

在一些關(guān)鍵時(shí)刻，你會(huì)了解自己人生某些基本事實(shí)，才能到達(dá)商業(yè)目標(biāo)消費(fèi)者洞察分析報(bào)告第31頁不只是一個(gè)類比，或巧妙比喻(metaphor)(notjustananalogyornicelyphrasedmetaphor)

“每到下午時(shí)候，周圍人幾乎能夠在我鼻子上看見他們倒影” VS. “我臉油得像煎蛋一樣”什麼是好消費(fèi)者洞察？

WhatMarksAGoodInsight?消費(fèi)者洞察分析報(bào)告第32頁釋放創(chuàng)意可能性，而不是限制創(chuàng)意展現(xiàn)(OpenupawarenessforCreatives,notrestrictthemtoapre-definedidea)

什麼是好消費(fèi)者洞察？

WhatMarksAGoodInsight?消費(fèi)者洞察分析報(bào)告第33頁怎樣得到“消費(fèi)者洞察”

Howtogetthem

Observation-觀察力 Creativity- 創(chuàng)造力消費(fèi)者洞察分析報(bào)告第34頁觀察力與人談話，觀察人生Ithastodowithtalkingto,andwatchinghumanbeings,orconsumers.消費(fèi)者洞察分析報(bào)告第35頁巧克力消費(fèi)者洞察是如此產(chǎn)生

Theinsightforchocolateswasgenerated

在會(huì)議室里(inaconferenceroom)創(chuàng)意人員和很多部門組員(bycreativesandotherpersonnelwhowerealsoconsumers)對(duì)他人觀察及知道趣事(viaobservationandanecdotes)把最棒吃掉，剩下才分掉！EATTHEBEST,ANDSHARETHEREST!消費(fèi)者洞察分析報(bào)告第36頁消費(fèi)者洞察本質(zhì)

Thenatureofconsumerinsights如此簡單，卻難以尋覓Sosimpletorecognize,butsodifficulttofind!怎樣找到？Howtofindinsights?怎樣選擇正確而又有潛力？Howtochoosetherightinsights,withthemostpotential?消費(fèi)者洞察分析報(bào)告第37頁怎樣尋找有用消費(fèi)者洞察

Howtofindleverageinsights?質(zhì)化調(diào)查(QualitativeResearch)專門調(diào)查(DedicatedResearch)觀察自己和周圍人群！observationsofselfandfellow‘consumer’beings!消費(fèi)者洞察分析報(bào)告第38頁利用調(diào)查尋找消費(fèi)者洞察消費(fèi)者洞察分析報(bào)告第39頁我們?cè)趯ふ沂裁矗?/p>

Whatarewelookingfor?人性行為一個(gè)層面anaspectofhumanbehavior從消費(fèi)者與該類別、產(chǎn)品，以及品牌關(guān)系衍生而來！springingformtheconsumerrelationshipwiththecategory,theproductorthebrand高度相關(guān)，高度激發(fā)，定以主導(dǎo)廣告創(chuàng)意thatissufficientlyrelevantandmotivatingtodrivetheadvertisingidea消費(fèi)者洞察分析報(bào)告第40頁消費(fèi)者洞察調(diào)查…

Consumerinsightresearch...解構(gòu)消費(fèi)者與下列項(xiàng)目關(guān)系deconstructstheconsumer’srelationshipwith品牌(thebrand)競爭品牌(competitors’brands)產(chǎn)品(theproduct)類別(thecategory)消費(fèi)者洞察分析報(bào)告第41頁消費(fèi)者洞察調(diào)查…

Consumerinsightsresearch...對(duì)特定目標(biāo)對(duì)象進(jìn)行調(diào)查Researchamongstdefinedtargetaudience引發(fā)消費(fèi)者討論與互動(dòng)，利用Stimulatediscussionandinteractionwithconsumersvia產(chǎn)品認(rèn)知圖(productmappings)該品牌或競爭者廣告(brandandcompetitiveadvertising)品牌認(rèn)知圖/聯(lián)想/擬人化(brandmappings/associations/personification階梯式“漸層”技巧(ladderingtechniques)概念及定位(conceptsandpositioningwork)刺探關(guān)系及情感Probeforrelationshipsandfeelings消費(fèi)者洞察分析報(bào)告第42頁幫助以引發(fā)洞察好問題...產(chǎn)品用什么做？從哪來？誰做？怎么做？到何處去買？獨(dú)特/日常在市面上多久了？常在哪看到？第一次看到它是什么時(shí)候？使用誰買？誰用？在購置使用前、中、后，他們腦子想些什么？其它人看得到他們購置/使用嗎？大部分人或極少人購置使用什么樣人用？何時(shí)？何處？為何用？產(chǎn)品使用結(jié)合了什么樣價(jià)值觀，理想或情感？可能牽涉什么樣趨勢(shì)或議題？品牌環(huán)境多或少；突出或相同？有名氣？新不新？是不是很傳統(tǒng)？本土化？有文化？國際性？人們對(duì)我們現(xiàn)有認(rèn)知或感覺為何？我們可能能夠和什么樣趨勢(shì)，議題或話題相結(jié)合消費(fèi)者轉(zhuǎn)換品牌賭注是什么？在這類別廣告是否凸出？或者在策略，執(zhí)行上都是相同？說話語氣為何？我們過去廣告里，有何正面/負(fù)面聯(lián)想消費(fèi)者洞察分析報(bào)告第43頁Questionsthathelptogenerateinsights...TheProductWhatisitmadefrom?Wheredoesitcomefrom?Whomade/makesit?Howisitmade?Wherecanyoubuyit?Isitexclusive/commonplace?Howlonghasitbeenavailable/madethesamewayetc.?Wheredoyouseeit?Howdoyoufirstdiscoverit,learnaboutit?UsingitWhobuysit?Whoconsumesit?Whatgoesthroughtheirheadsbefore,duringandafterbuying/usingit?Doothersseethembuy/consumeit?Domost/fewpeoplebuy/useit?Whatkindofpeopleuseit?When,where,why,etc.?Whatelsedotheytypicallybuy?Howdoesitfitintotheirpersonal,social,roles/relationships?Withwhatvalues,aspirations,emotionsdoesitconnect?Whattrendsandissuesare/couldbeinvolved?BrandEnvironmentLotsorfew;distinctiveorsimilar?IsitFamous,‘new’,traditional?Local,cultural,international?Whatdopeoplealreadyknow/feelaboutus?Whattrend/issues/topicsareweorcouldwebelinkedto?What‘entertainments’dowefitinwith?Whatisatstakeforconsumerstochangebrands?Isadvertisingforthecategorydistinctiveorsimilarinstrategy,execution?Whatisitstoneofvoiced?Arethereanyelementsinouradvertisinghistorywhicharepositivelyornegativelyassociatedwithus?消費(fèi)者洞察分析報(bào)告第44頁創(chuàng)意發(fā)展調(diào)查角色

Roleofcreativedevelopmentresearch確認(rèn)哪一個(gè)創(chuàng)意路徑，將此洞察潛能發(fā)揮到極致Toidentifywhichcreativeroutemaximisesthepotentialoftheinsight概念(adcepts)腳本(scripts/storyboards)通常在“洞察”已出現(xiàn)后，才舉行Normallydoneafterinsighthasbeenfound消費(fèi)者洞察分析報(bào)告第45頁So,howdoyou

translateaninsightinto

aBigIdea?消費(fèi)者洞察分析報(bào)告第46頁有兩種類型大創(chuàng)意

TwoTypesOfbigidea執(zhí)行性大創(chuàng)意bigexecutionalideas策略性大創(chuàng)意bigstrategicideas對(duì)應(yīng)也有兩種類型消費(fèi)者洞察Twotypesofinsight消費(fèi)者洞察分析報(bào)告第47頁兩種類型消費(fèi)者洞察

Twotypesofinsight對(duì)消費(fèi)者生活中與產(chǎn)品類/品牌相關(guān)觀察，從而造成形成一個(gè)獨(dú)特，強(qiáng)而有力創(chuàng)意執(zhí)行

Observationsaboutmylifeinrelationtothecategory/brandthatleadtopowerfulindividualexecutions消費(fèi)者洞察分析報(bào)告第48頁AClassicExample:ImpulseFemalebodyspraybrandfoundedonredrosesandromanceinthe1970’s“mencan’thelpactingonimpulse”whenabeautifulgirlbreezesbyHowever,1990’s‘girlpower’meanswomennolongeracceptbeingshownaspassiverecipientsofmaleattentionpreparedtotaketheinitiativeNeedtofindadelicatebalancebetweenbeingtruetothebrand(recipientofattention)andtruetoconsumer(deliberatelyattractingattention)消費(fèi)者洞察分析報(bào)告第49頁一個(gè)例子：Impulse70年代開始出現(xiàn)一些基于roses和浪漫女性用體香劑品牌洞察:“當(dāng)漂亮女孩從身邊一陣風(fēng)走過時(shí)，男人都禁不住會(huì)即時(shí)起反應(yīng)”然而，九十年代女性魅力意味著女人不再愿意被看作出被動(dòng)地接收男人注意她們準(zhǔn)備采取主動(dòng)需要在接收注意（品牌真實(shí)）和有意地吸引注意（消費(fèi)者真實(shí)）之間找到微妙平衡消費(fèi)者洞察分析報(bào)告第50頁SomeMoreExamples:Skincare“EachnewwrinkleremindsmeofhowmuchmoreIwanttodowithmylife”“WhenmyporesaresmallIwon’tmindifyoustareatme-evencloseup”“Firstimpressionscount,andblackheadscountagainstyou...”“Ican’tchangemyageonmyidentitycard,butIcancontrolhowoldIlook”“WhenIlookatmyself,Iwishmyeyeshadasoft-focuslens”“Bymid-afternoon,peoplecanseetheirfacesreflectedonmynose”“WhydoIhavetobeaprisonerofthesun…Idon’twanttobecompletelycoveredinarmourwheneverIgoout”消費(fèi)者洞察分析報(bào)告第51頁兩種類型洞察

TwoTypesOfInsight對(duì)消費(fèi)者生活與產(chǎn)品類/品牌相關(guān)觀察，從而能造成形成一個(gè)強(qiáng)有力創(chuàng)意執(zhí)行Observationsaboutmylifeinrelationtothecategorythatleadtopowerfulindividualexecutions一個(gè)“MissingLink”，它能造成建立一個(gè)新策略性品牌定位創(chuàng)意A‘missinglink’whichestablishesanewstrategicbrandpositioningidea消費(fèi)者洞察分析報(bào)告第52頁一些“MissingLink”洞察規(guī)律

SomeLawsOf‘MissingLink’Insights它們讓沒相關(guān)聯(lián)事情之間建立聯(lián)絡(luò)Theymakethedisconnectedconnect它們不是真正“發(fā)覺”Theyarenottrue‘discoveries’“Youinventnothing.Yourediscoverwhatyouhaveforgotten”[Socrates]“Discoveryisseeingwhateverybodyhasseenandthinkingwhatnobodyhasthought”[Germanidiom]它們?cè)谄放坪拖M(fèi)者之間建立起真正共鳴關(guān)系Theyestablisharealcomplicitybetweentheadvertiserandtheconsumer消費(fèi)者洞察分析報(bào)告第53頁四種類型“MissingLink”

FourGroupsOf‘MissingLink’

1.關(guān)于人Tappingintowhatturnspeopleonculturally,communallyorindividually消費(fèi)者洞察分析報(bào)告第54頁BankOfChina-SingaporeToyoungSingaporeanChinese,BankofChinawasseenastheestablishmentbankfor‘old-style’ChineseyoungSingaporeansarehighlycosmopolitan;yettheystillreveretraditionalChinesewisdomandimagery,andthewayChinese‘dobusiness’Byappealingtothiscultural‘otherside’,BankofChinasuccessfullybroughtyoungChineseintoitsfranchise消費(fèi)者洞察分析報(bào)告第55頁三菱拖拉機(jī)—泰國

MitsubishiTractors-ThailandInruralThailand,institutionalauthorityisregardedwithdisdainthearmyandpoliceforceareroutinelyridiculedfortheirincompetenceinthelocalbarsandclubsBeliefinwidespreadcorruptionandcronyismleadstoanacutesenseofself-dependenceCreatingaconceptofa‘superfarmer’marriesthetwothemesperfectly,andforgesasenseof‘tribal’identity消費(fèi)者洞察分析報(bào)告第56頁BritishTelecom-BritainTomen,thephoneisaninstrumenttodeliverprecisemessageswithaclearpurpose:meanstoanendlackofemotionalgratificationperceivewomentochat‘a(chǎn)imlessly’Habituallypaythebills,andperceivethemtobehigherthantheyactuallyarecausesacuteresentment/guiltinbothsexes,andlessusageTeachmentorespectwomen’sapproachtothetelephone,andviewtheactofphoningasgivingpleasure:anendinitself消費(fèi)者洞察分析報(bào)告第57頁2.關(guān)于產(chǎn)品Reinterpretingthewayaproductattributeispresented四種類型“MissingLink”

FourGroupsOf‘MissingLink’

消費(fèi)者洞察分析報(bào)告第58頁Volvo850-BritainBrandfranchisebuilton‘safety’;butwanttolaunchahigh‘performance’saloon‘safety’isveryboringtonewcategorytargetwhoenjoythethrillofmotoringOppositeendsofthepositioningspectrumcreateadifficultparadox

Resolveparadoxbyexaggeratingbothendsofthespectrum:thosepeoplewhovalue‘safety’mostarethosewho(haveto)takethemostrisksinlife!消費(fèi)者洞察分析報(bào)告第59頁亞洲油化—印度

AsianPaints-IndiaPaintbrightensuphomeseverywhereHowever,inIndia(apoorcountry),painttakesonanadditionalrelevanceasasymbolofprosperityqualityofhome=qualityoflifeIdentifywiththemythof‘overflowingmilk’tohighlightthequalityofthepaint,andmakeitanindeliblepartofthecelebrationofwealth消費(fèi)者洞察分析報(bào)告第60頁BUPA-BritainPrivatehealthcareadvertisingcharacterizedby‘smilingfacesintherecoveryward’AttitudestoBUPAhighlypositive,butsalesunder-performingclaimedusagepeopleonlythinkoftheirhealthwhentheyareill(butBUPAisan‘insurance’product&canonlybeboughtwhenyouarehealthy!)Ratherthanfocuson‘cure’,createanotionof‘positivehealthcare’-encouragepeopletovaluetheirbodiesmore(abitlikeatreasuredmotorcarthatneedsregularservicing)消費(fèi)者洞察分析報(bào)告第61頁四種類型“MissingLink”

FourGroupsOf‘MissingLink’

3.關(guān)于問題outmanoeuveringaproblembyillustratingaalternativesolution消費(fèi)者洞察分析報(bào)告第62頁黃油協(xié)會(huì)—英國

ButterCouncil-BritainForyearsbutterwaslosingouttospreadsonkeydiscriminatorsofconvenience,healthandpriceitskeypositive,taste,rankedonlyfourthByaddressingitsnegatives,theButterCouncilmerelyreinforcedpeople’sperceptionsyoucan’tuselogictoovercomeanentrenchedrationalnegativeRepositioningbutteras‘oneoflife’ssimplepleasures’raisedtheimportanceof‘taste’,andswitchedconsumerevaluationtoemotionalissues消費(fèi)者洞察分析報(bào)告第63頁WWFTigerConservation-OverseasChineseInAsiaConservationadvertisingtraditionallyfocusesonirresponsible/greedyhumanactionfutilityofthedesecrationinimprovingqualityoflife消費(fèi)者洞察分析報(bào)告第64頁WWFTigerConservation-OverseasChineseInAsiaConservationadvertisingtraditionallyfocusesonirresponsible/greedyhumanactionfutilityofthedesecrationinimprovingqualityoflifeBut,littleimpressiononoverseasChinesetraditionalmedicineimportantpartoftraditionalculturequalityofhumanlifemoreimportantthansparinganimallifeWorkwiththe‘logic’(notagainstit)bypointingouthowthelossofthetigerwouldimpoverishthelivesoftheirchildren!消費(fèi)者洞察分析報(bào)告第65頁Thetigerprotectsyourchild.Butwhowillprotectthetiger’schild?消費(fèi)者洞察分析報(bào)告第66頁Thetigerprotectsyourchild.Butisthetiger’schildwalkingontheroadtooblivion?消費(fèi)者洞察分析報(bào)告第67頁Thetigerprotectsyourchild.Butwhowillhelpsecurethefutureofthetiger’schild?消費(fèi)者洞察分析報(bào)告第68頁四種類型“MissingLink”

FourGroupsOf‘MissingLink’

4.關(guān)于承諾changingthenatureofabrandpropositiontomakeitseem‘bigger’消費(fèi)者洞察分析報(bào)告第69頁IBM互聯(lián)網(wǎng)—日本

IBMInternet-JapanFortheNaganoOlympicsIBMintroduceda24hour,globalnewsupdateontheinternetmainadvantageiscoverageofallsports/participantsHowever,secondaryadvantageoftheinteractivenatureofinternetprovedthe‘killerapp’creatingadialoguebetweenathletesand‘supporters’Creatinga‘pen-pal’serviceencouragedordinaryJapanesetofollowthefortunesoftheiradoptedathletes(fromtrai