GWI-创建消费者洞察（英文）-2020.4.pdf

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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