消费者洞察市场营销的起点.pptx

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1、大纲什么是消费者洞察?为何我们需要消费者洞察?什么是好的消费者洞察？如何得出好的消费者洞察？如何应用消费者洞察于市场营销？第1页/共97页消费者洞察是消费者洞察是.?第2页/共97页洞察是英文字典说，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 truths中文字典说，洞察是洞悉事物原委的观察第3页/共97页看看 透透第4页/共97页我们有许多市

2、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第5页/共97页消费者洞察 VS 消费者数据数据 信息 洞察 鼓舞(行动)第6页/共97页“The facts are not the truth.They merely lead you in the direction of truth.”(“事实并非真相，它们只是指引你走向真相”)-Henry Luce,Founde

3、r of Time Magazine第7页/共97页有人说：消费者洞察是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第8页/共97页也有人说：消费者洞察是一种突然的觉醒、顿悟某时刻，或某一刹那间的了解消费者角度消费者角度第9页/共97页消费者洞察的定义消费者未被满足的需求和愿望它们是消费者真正关心、在意、认为有价值，却又不自知的它们是与消费者相关(Relevant)但还未被触及的(Unexploited)第10页/共97页 它必需有明显的相关性(Relevant)Relevant)才能让许多人说“感同身受”它必需无人

4、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”第11页/共97页过节了，我要买保健品送长辈，所以第12页/共97页一切营销工作应该始于消费者洞察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、广告甚至更多第13页/共97页消费者洞察帮助我们：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）产业层面品类发展理解如何在变化中持续成功营销第14页/共97页为什么消费者洞察重要？充分的证据表明，与消

5、费者心心相印的产品与广告才更有效 第15页/共97页洞察让消费者能够收到我们的信息消费者每天接触到成百上千条信息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消费者的过滤网RSSSS第16页/共97页消费者洞察让营销者被听见说服的本质不是传递信息（是共鸣）只有当你愿意听的时候，你才能听得见而只有你愿意听的内容，你才能听得到接收者传播者传播者?第17页/共97页洞察创造机会在品牌和消费者之间形成桥梁“他们很理解我”“那正是我的感受”“他们知道我为什么需要它”“这正是我所要的牌子”第1

6、8页/共97页消费者洞察，营销者的“芝麻开门”魔咒第19页/共97页判断消费者洞察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 “判断”和“直觉”最重要 第20页/共97页本能/顿悟感觉对/直点头第21页/共97页是有趣的事实，认知，还是洞察 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 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 第22页/共97页例子：有关巧克力的洞察事实：巧克力是美味的糖果零食认知：我喜欢吃巧克力，那是一种美味的享受洞察：巧克力是我对自己的奖赏，我喜欢沉浸在那

7、份自我关爱、满足的享受中第23页/共97页消费者的反应事实：“对，我同意。”认知：“那是真的，我也是这么认为的。”洞察：“那真是太对啦，这正是我！”第24页/共97页什麽是好的消费者洞察(1)令消费者者投入-“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”第25页/共97页(2)有深度，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第26页/共97页(3)可得到普遍大众的共鸣，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

8、有 一天会长满我的脸!”什麽是好的消费者洞察第27页/共97页(4)能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第28页/共97页(5)触及某种关键时刻-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第29页/共97页(6)不只是一个类比，或巧妙的比喻什麽是好的消费者洞察第30页/共97页(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第31页/共97页“你的地盘，听我的”“掏，我喜欢”淘淘！我我 喜喜 欢

9、欢第32页/共97页消费者洞察的本质它是如此简单，一旦道破，人皆称是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?第33页/共97页期望别人会告诉你洞察？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！第34页/共97页发掘洞察的路上障碍重重没有资料没有时间做调研没有钱做调研市场上没有调研资源难以联系到目标对象第35页/共97页获得消费者洞察的两个途径融入你的消费者，浸淫其中！消费者调研第36页/共97页与人谈话，观察人生第37页/共97页获得消费者洞察的最直接的方法-观察力-创造力第38页/共97

10、页观察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 去他们常去的地方尽可能观察他们，与他们交谈 第39页/共97页观察时尽量贴近，有宽度和深度贴近他们与产品或品牌的关系他们使用产品的动机宽度人生阶段，生活形态等因素世代因素文化传统将来的计划和梦想 第40页/共97页观察时尽量贴近，有宽度和深度深度动机，情感 抱负/渴望 生理需求（地位，归属感等）第41页/共97页体验亲身体验产品，Eat Your Own Dog Food！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”购物吃饭阅读第42页/共97页倾听倾听在你脑海里那微

11、弱的声音那些使你对某事有最深刻，最诚实的感受的东西那些是如此敏感，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！第43页/共97页使用外部资源查阅相关的资料还有谁更了解你的对象？专家专业人士还有谁更了解你的产品/你的问题？第44页/共97页为了得到消费者洞察想！苦思冥想！一直想！第45页/共97页成为一位企业家，而不是一个职业经理人活在其中！念念在斯！浸淫终生！第46页/共97页调研：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

12、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：结论与建议与建议第47页/共97页问问你自己：-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/挑战第49页/共97页2.产生初步假设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第50页/共97页3.收集数据/进行深入调研与分析何时是什么何地为什么谁?第51页/共97页4.综合数据以确认、修正，甚或更改最初的假设是什么?我们与去年同

13、期相比的销售数据是什么样的？谁?有没有某一特定人群与此相关？何地?问题的产生有没有特定的地点?何时?在什么样的时间或是情景下会发生?为什么?为什么会出现这个情况?第52页/共97页5.进一步分析研究不断研究，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第53页/共97页6.总结分析：结论与建议回顾所有的数据与分析将结论与假设进行比较确认获得结论的关键因素抽取对于业务最重要的结论和建议对于每一项建议，尽量给出具体计划和实施方法第54页/共97页获得消费者洞察的常用调研工具零售研究消费者追踪消费者行为与态度调研购物与消费观察品牌定位研究产品/口味/概念测试第55页/共97页一些调研的技巧-需

14、要更好的调研公司明确目的：发现，刺激，激发更多，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 第56页/共97页一些调研的技巧-从精准的目标对象开始面对太宽广的目标对象，很难取得较深入的理解 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 第57页/共97页一些调研的技巧-解构消费者与下列主题的关系品牌竞争品牌产品品类第58页/共97页一些调研的技巧-投入到你的消费者中参加访谈自己做访谈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第60页/共97页一些调研的技巧-帮助引发洞察的好问题

15、.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？第61页/共97页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

16、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？阶梯法第63页/共97页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生素含维生素C例例:2)橘子橘子阶梯法第64页/共97页最后，在调研时请记住-洞察是：有关人性或情感的某个真实面未被发现，被遗忘，不显而易见不只是有趣的事实或消费者的认知 需要与品牌联结 可能来自任何人，任何地方第65页/共97页Workshop 1Human Insights第66页/共97页AssignmentEach team will be assigned a

17、product or service and a corresponding targetIn the absence of formal research,“become”your target and generate at least 10 insights,keeping your product/service“loosely”in mindUse the hint list,as appropriateNarrow the field to 1 or 2 viable insightsRecord how you narrowed the fieldRecord how you d

18、ecided to apply the insight-(Strategy?Execution?)第67页/共97页Product/Service 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 Cellula

19、r phonesParents of 3-7 year oldBaby boomersMales 12-17Males 25-39Women 20-39Adults 20-39(esp females)Teens,young adultsAdults 25+Adults 18+第68页/共97页Look Closely,Broadly,Deeply Think about your targets:Product/brand relationship:Usage habits,motivators,emotionsCategory motivators Lifestyle,lifestageG

20、eneration:Common history,mythsCultural expectationsPlans,dreamsPsychological needs:Family,friends,Aspirations“Human”weaknesses:Fears,confessions,etc.第69页/共97页CONCEPT 第70页/共97页AgendaWhats conceptThe importance of the conceptHow to evaluate conceptExerciseConcept development process第71页/共97页What is co

21、nceptA good concept is the description of a deliverable product/positioning/program promise expressed in a language which is meaningful and appealing to the consumerTruth well toldWe are using concept everywhere&anytime 第72页/共97页Concept StructureConsumer insight Describe the need or problemBridge pr

22、oduct and consumersLead to solutionBenefit/Proposition Product promise to bring benefit or solve problemsGenerate purchase intentionReason Why Make consumers believe the promiseGet rid of the suspicion Additional information(e.g.Pricing)第73页/共97页Concept Examples-“One Second”Soak Free DetergentConsum

23、er 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?Benefit:Introduce New“One Second”soak free detergent,save you half washing time a

24、nd give you more time to enjoy the life.Reason 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.Additonal Information:Price:400g only 2RMB第74页/共9

25、7页Concept Examples-“Pampers”DiaperConsumer 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 midnight.Im really concerned

26、about this.Benefit:Introduce New“Pampers”baby diaper,an innovative diaper to fully absorb the water and leave your baby has good whole night sleep.Reason Why This is because“Pampers”Diaper has a high tech paper which can absorb 6 times more water than normal cloth diapers.Its effectiveness has been

27、proved by China Baby Growth Association.“Pampers”baby diaper,super power to absorb water that leave your baby to have good whole night sleep.第75页/共97页Concept Exercise 1 Write a concept for your mobile(5 minutes)Share with the group(10 minutes)第76页/共97页BRANDPERFORMANCE HURDLECONCEPT:to change consume

28、rs 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!第77页/共97页The role of the conceptLead the new product developmentLead the reposition of the ex

29、isting productLead the copy/promotion and other communication-integrated&focusedLead the instore display program developmentHelp company to evaluate new product potential in market&decide the investment scale for strong ROIHelp business make choices第78页/共97页If concept is wrong,what will happenWrong

30、productWrong advertisingWrong promotionWrong packagingWrong investmentWaste of time,money and life第79页/共97页Check list for concept evaluationStrong&Relevant benefits that the product brings to consumers?Whats the changes that product makes to consumers life?Whats different petitors or current solutio

31、ns?Is the reason to believe convincing?Is it in line with brand SCORE?Is it easy to understand?第80页/共97页Concept Exercise 1 Judge whether the following concepts are good or bad?Why?第81页/共97页Concept-“All In One”Car Consumer insight:I want to have a car.Thats the dream for me since childhood.I still re

32、membered I touched neighbours car everyday before I went to school.Benefit:Introduce New“all In one”car.It meets every dream you are having for the car.Its beautiful,speedy,safe,elegant and cheap.Also,the maintainence is very easy.A perfect car.Reason Why This is because“all in one”car is produced b

33、y world class company,world class workers and world class process.All In One Car,world class car,satisfying your every dreams of car.第82页/共97页Concept-“Millionaire”ProgramConsumer insight:I want to be rich.But I have limited education,little money and no people network,I really dont know how.Benefit:

34、Introduce New“Millionaire”program.It will guarantee you become millionaire within just 1 year by just putting 1000 RMB in every year!Reason Why This program has been designed by Harvard professor Dr.XX and help more than 1Mio people achieve their dream to become Millionaire within just one year.Join

35、 Millionairie Program,become Millionaire within one year with only 1000RMB investment.第83页/共97页Concept-FARMER Mineral WaterConsumer insight:Current world is full of pollution.Im really worried about the water quality Im drinking.I dont know whether its trusworthy.Benefit:Introduce New FARMER Mineral

36、 Water,Its so pure to make you feel a little sweet after the drinking.Reason Why This is because that the water is coming from the deep water of the beautiful QianDao Valley-the national protected zone.Additonal Information:“FARMER”Mineral Water,a little sweet.第84页/共97页Concept-Apple laptop computerC

37、onsumer 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 travelling.Benefit:Introduce New Apple Laptop,it offers you the biggest screen and the smallest screen for your choice,so you can enjoy your trav

38、el time.Reason 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 convenient for you to carry.New Apple Laptop,biggest or smallest,the best from Apple.第85页/共97页Concept-“GOOD SLEEP”Quilt 1 Consumer insight:Wint

39、er is coming.Its really cold in the night-sometimes make me cant sleep well in the night.Benefit:Introduce New“GOOD SLEEP”quilt,it can keep you very warm when you sleep.Reason Why This is because“GOOD SLEEP”quilt is using a warm keeping material to keep me warm.“GOOD SLEEP”quilt,warm you in winter.第

40、86页/共97页Concept-“GOOD SLEEP”quilt 2Consumer insight:Winter is coming.Its really cold in the night,especially during the days before the heating equipment is ready.I really worry about my kids who may not sleep well in the night and influence his health.Benefit:Introduce New“GOOD SLEEP”quilt,it can g

41、ive you the superior Warm Protection which on others can compare,keep you&your kids have a great sleep in cold winter.Reason Why This 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 c

42、otton.“GOOD SLEEP”quilt,Triple protection,warm your family in winter.第87页/共97页Concept-J&J Baby ShampooConsumer insight:My 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

43、 her hair.Benefit:Introduce New J&J Baby Shampoo,its mild formula will not irritate your babys eyes,give you and your baby the complete enjoyment during the bathing.Reason Why This is because J&J baby shampoo is using the natural ingredients and PH balanced which is mild to babys eyes.“J&J”Baby Sham

44、poo,mild care your baby without irritating their eyes.第88页/共97页Concept-EXTRA Chewing GumConsumer insight:I like the chewing gum,but Im worried about the sugar inside will hurt my teeth also make me gain weight easily.Benefit:Introduce EXTRA Sugar Free Chewing Gum,it provides you the same refreshing

45、feeling but sugar free,it can help protect your teeths health.Reason Why This is because Extra Sugar Free Chewing Gum is using the most advanced natural sweeters.Test has showed using EXTRA can drop the tooth problems by 30%.“EXTRA”Sugar Free Chewing Gum,well protect your teeths health.第89页/共97页Conc

46、ept-“Top Tea”Consumer insight:I like drinking tea.The best tea is from the spring.The top leave of the tea tree is the best.Its so fresh and taste the best.Benefit:Introduce“TOP Tea”,it provides you the best freshness from the best you can experience ever.Reason Why This is because“Top Tea”is the on

47、ly tea by picking up the freshest leaves of the tea tree in spring.“Top Tea”,the only fresh tea from the top leaves.第90页/共97页Summary:10 SECRETS TO MAKE GOOD CONCEPTS1.New unmet benefit2.Solve unique problem3.Superior product vs.current market solutions4.Capture the New Trend5.Relevant consumer insig

48、ht6.Leverage the umbrella brand7.Pricing advantage8.Simple&Focused9.Endorsement10.Beat the Golden standard第91页/共97页Summary:5 secrets to make bad conceptsMe tooNo competitive advantageNot relevantNiche areaDifficult to understand第92页/共97页Concept Exercise 1 Write a good concepts for this apple based o

49、n the good concept guidelines.第93页/共97页Concept Exercise 2 Write an new Good product upgrade concept for your brand.第94页/共97页Concept development Process1.Planning form team&define process Write brief to define the goals2.Consumer understanding:Explore existing research&conduct new researchesTeam writ

50、e Consumer blueprint 3.Concept brainstorm 4.Concept evaluation(Concept Test&or Concept&Product Test)5.Concept implementationCore element for copy/packaging/promotion/PR/display development brief第95页/共97页Concept should evolve according to the market trend1st to win on conceptif not,win on executionCo