观察∶什麽是好的消费者洞察 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." 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 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，好像有 一天会长满我的脸!” 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) 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) 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) 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) 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) 观察∶什麽是好的消费者洞察 Observations: What Makes A Good Insight (6) 不只是一个类比，或巧妙的比喻 (not just an analogy or nicely phrased metaphor)
“每到下午的时候，周围的人几乎可以在我 鼻子上看见他们的倒影….” VS. “我的脸油得像煎蛋一样” 观察∶什麽是好的消费者洞察 Observations: What Makes A Good Insight (7) 释放创意的可能性，而不是限制创意的呈现 (Open up awareness for Creatives, not restrict them to a pre-defined idea.) 如何得到消费者洞察 How to get them
