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ID:55609901
大小:3.18 MB
页数:34页
时间:2020-05-18
《GWI-创建消费者洞察(英文)-2020.4.pdf》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、CreatingConsumerInsightTHESMARTRESEARCHER’SGUIDE1TableofContentsIntroduction03Whatdoweknowabouttoday’sconsumers?Whatdoesthistellus?Chapter1:TheChangingRoleofInsight05Thedata-drivenpresentResearchvs.insightTheanatomyofaninsightChapter2:TheStepsthatMatte
2、r13CreatingapenportraitTurningdataintoinsightChapter3:Datavs.Informationvs.Insight19StartingwithdataAskingtherightquestionsChapter4:TellingYourStory25ThebigtruthsShapingyourbrandtofitFrominsighttoideaConclusion33Creatingconsumerinsightsummary2Introduct
3、ionBrandstodayhaveaccesstoanendlessstreamofdata,butbeingdata-richdoesn’tmeanyouhaveinsight.Aninsightisauniversal,humantruthaboutacustomer.Itrevealssomethinguniqueabouttheirperceptionsandbehaviorsthatyoucantapinto.Carryingoutresearchdeepenoughtouncovert
4、hishelpsyoucreatetherightmessage,fortherightaudience.IntegratingthisintoeverystageofamarketingstrategyallowsformoretargetedcreativityandasolidROI.Inthisguide,we’lldemonstratehowtogofromdatatoinsight,andmakemeaningfulconnectionsthatlast.3Whatdoweknowabo
5、uttoday’sconsumers?Morethan7in10consumerspurchaseproductsonlineeachmonth.Theaverageinternetuserhas8socialmediaaccounts,upfrom3in2012.Millennialsspend2hoursand38minutesonsocialmediaeveryday.46%of16-24year-oldsusesocialmediaforproductresearch.Theaveragec
6、onsumerspends6andahalfhourseachdayusinginternet-powereddevicesandservices.Whatdoesthistellus?Asmodernconsumersbecomemorefragmentedacrossplatforms,devicesandchannels,spendingmoreandmoretimeandmoneyonline,brandsneedtoknowwhatworks,when,andwhy.Thismakesth
7、edigitalspaceachallengeformarketersandresearchers,butit’salsoopeningupmoreopportunities.Havingaccesstoinsightsliketheabove(andknowinghowtousethem)isthewaytogetaheadofyourcompetition.Itensuresyouknowyourconsumerswellenoughtooffertheexperiencethey’vecome
8、toexpect,andyou’reinfrontoftherighteyesatcrucialtimes.4CHAPTER1TheChangingRoleofInsight5Consumerinsighthasalwaysbeencentraltoeffectivebrandpositioningandmarketingstrategy.Today,it’stakingonawholenewrole.Traditionallyalengthyprocessinvol
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