Transcript 創意測試– 聯合分析法(Conjoint Analysis)

Strategic Research
Young's Creative Process
Immersion
Getting raw material, data, immersing
one's self in the problem to get the
background.
Digestion
Ruminating on the data acquired,
turning it this way and that in the
mind.
Incubation
Ceasing analysis and putting the
problem out of conscious mind for
a time.
Illumination
A sudden inspiration or intuitive
revelation about a potential solution.
Verification
Studying the idea, evaluating it, and
developing it for practical usefulness.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wallas’ View of the Creative Process
Verification
Refining
the Idea
Preparation
Gathering
Information
The
Creative
Process
Verification
Illumination
Refining
Seeing
the
the
Idea
Solution
Incubation
Setting
Problem
Aside
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sources of Idea
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Employees
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3M
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15% rule
Goal: 30% of each year’s sales from products
introduced within the previous 4 years.
Golden Step Awards: $2 million in U.S. sales or $4
million in worldwide sales within 3 years of introduction.
Top management
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Akio Morita (Sony) – Walkman; Soichiro Honda
(Honda) – coin trays in cars.
Sources of Idea
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Customers
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Competitors
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Heinz’s EZ Squirt
Samsung & LG study Sharp’s pioneer LCD.
Sales representatives and intermediaries
Creativity Techniques
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Forced relationship
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Morphological analysis
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E.g.珍珠奶茶, 海尼根綠茶, Dr. Bronner’s Magic
Soaps.
E.g. iPhone.
Attribute listing
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E.g. Nokia’s VERTU, 薇閣.
Case: VERTU
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42~72萬台幣
以手工方式拼裝零件。
機身上鑲嵌了高級珠寶，屏幕採用硬度僅次於
鑽石的藍寶石水晶，鍵盤用紅寶石為基材，包
裹手機邊緣的皮革則來自勞斯萊斯汽車的皮椅
廠。
『全天秘書』的服務
Creativity Techniques
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Reverse assumption analysis
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New contexts
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E.g. 無菜單餐廳, Wii, Sony’s Aibo.
E.g. Softbank
Mind-mapping
創意思考的方法
節錄自曾光華「行銷企劃」p. 119
Joint Strike Fighter (JSF)
團隊腦力激盪的原則
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鼓勵海闊天空的發想，忌諱漫無目的的聊天
盡可能召集背景多元的成員
禁止人身攻擊
可以對他人的意見提出改善的建議，或追加可
能性
去蕪存菁
做好記錄
節錄自曾光華「行銷企劃」p. 124
創意測試 – 聯合分析法 (Conjoint
Analysis)
界定想要瞭解的產品屬性
每個屬性分設等級
篩選受訪者
採用電腦展示兩兩對照的產品側寫
1.
2.
3.
4.
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5.
6.
7.
一般需動用10~20組的比較性資料
求出產品屬性的重要性排序
價值轉化為價格單位
預測顧客的選擇
創意測試 – 聯合分析法 (Conjoint
Analysis)
創意測試 – 聯合分析法 (Conjoint
Analysis)
創意測試 – 聯合分析法 (Conjoint
Analysis)
創意測試 – 聯合分析法 (Conjoint
Analysis)
顧客究竟要什麼？
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傳統顧客偏好評等工具大部分都設計不良，主
要是因為消費者難以具體說明自己真正想要什
麼。
最大差異量表(Maximum Difference Scaling,
MaxDiff)
參考網址：http://maxdiff.hbr.org
摘錄自哈佛商業評論 全球繁體中文版
(p. 24, April 2009)
The Importance of Consumer
Research
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Phil Dusenberry：洞察不會憑空而降。它們在
你開始出聲說明資訊時出現，於公於私皆是如
此。
Steve Lance曾經在某廣告公司的辦公室牆上
看到一句格言：「直覺比研究還便宜。」第一
次看到時他不僅大笑而且很贊成。但過了十年
後，外加歷經五家代理商的磨練，他認為那是
在業界裡他所見過最笨的格言。
Types of Research
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Secondary research vs. Primary research
Qualitative research vs. Quantitative research
Primary & Secondary
Research
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Primary research
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Information that is collected for the first time from original
sources
Primary research suppliers, e.g. A. C. Nielsen, SMRB, and
MRI.
Secondary research
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Background research that uses available published
information about a topic
Secondary information sources, e.g. government
organization, trade association, secondary research
suppliers, secondary information on the Internet.
Qualitative Research
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Qualitative research provides insight into the
underlying reasons for how consumers behave and
why.
It is used early in the process of developing an
advertising plan or message strategy for generating
insights, as well as questions and hypotheses for
additional research.
Pros: (1) confirming hunches; (2) ruling out bad
approaches and questionable or confusing ideas; (3)
giving direction to the message strategy.
Cons: not able to draw conclusion
Quantitative Research
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Quantitative research delivers numerical data
such as number of users and purchases,
their attitudes and knowledge, their exposure
to ads, and other market-related information.
Two characteristics: (1) large sample sizes;
(2) random sampling.
It is usually designed to either accurately
count something, such as sales levels, or to
predict something, such as attitudes.
The Uses of Research
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Market information
Consumer insight research
Media research
Message development
Evaluation research
Market Information
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Market research is used to gather information about
a particular market – consumers, as well as
competitive brands.
Market information includes everything a planner
can uncover about consumer perceptions of the
brand, product category, and competitors’ brands.
Brand information includes an assessment of the
brand’s role and performance in the marketplace.
This research also investigates how people
perceived brand personalities and images.
Consumer Insight
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Know about the people they are trying to reach as
much, deep and detailed as possible
Demographic and psychographic information is used
to describe the target audience.
Objective: puzzle out a key consumer insight that
will help move the target audience to respond to the
message.
Identifying the consumer insight is the responsibility
of the account planner.
Phil Dusenberry：消費者抱怨時的感覺最誠實與正確。
如果你想要從消費者嘴巴裡得到事實，就讓他們暢談
對商品的不滿。
Examples of Brilliant
Consumer Insight
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多力多滋的超濃起司口味
英國針對年輕女孩推出的反煙廣告
康寶料多濃湯
健力士(Guinness)啤酒
Media Research
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Gather information about all the possible
media and marketing communication tools
that might be used in a campaign to deliver a
message.
Media researchers then match that
information to what is known about the target
audience.
The Use of Research in
Message Development
The three stages in message development
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1.
2.
3.
Preparation research (background research)
Consumer research
Development research
Background Research
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Background research is used to familiarize
advertising planners with the market situation.
Secondary & primary research
Types of background research
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The brand experience
Competitive analysis
An advertising audit
Content analysis
Semiotic analysis
The Brand Experience
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Learn about the brand – going through all the
experiences that a typical consumers has
buying and using the product.
It is the first thing the agency team has to do.
It’s also a form of commitment.
David Ogilvy 宣稱，他從來不接自己不會使用
的產品或服務的公司案子。
An Advertising Audit
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Collect every possible piece of advertising
and other forms of marketing communication
by the brand, as well as its competitors’, and
other relevant categories that may have
lessons for the brand.
It includes a historical collection, as well.
Content Analysis
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More formal and systematic tabulation of
competitors’ approaches and strategies
It provides clues to how competitors are
thinking, and suggests ways to develop new
and more effective campaigns.
It helps planners to determine what mental
territories or positions are claimed by
competitors.
Semiotic Analysis
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Semiotic analysis is a way to take apart the signs
and symbols in a message to uncover layers and
types of meanings.
The objective is to find deeper meanings in the
symbolism and meanings, particularly as they relate
to different groups of consumers.
Its focus is on determining the meanings, even if
they are not obvious or highly symbolic, that might
relate to consumer motivations.
Example: GM’ OnStar GPS used a Batman theme,
e.g. Alfred, Leap, and Vicky Vale.
What is the symbolic meaning
of this Levi ad?
The Model
The Clothes
The Setting
The
Statement
The Tag Line
Consumer Research
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Ways of contact
Survey research
In-depth interviews
Focus group
Observation research
Ethnographic research
Diaries
Other qualitative methods
Ways of Contact
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Mail: not biased or distorted by interviewers,
simple and clearly worded question, low
response rate.
Telephone: quick, interactive, higher response
rate than mail.
Personal interview: most versatile, expensive
and require more administrative planning and
supervision.
Online interview: convenient.
Survey Research
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Learn about people’s knowledge, beliefs,
preferences, and satisfaction, and to
measure these magnitudes in the general
population.
Best suited for descriptive research
Major advantage – flexibility, e.g. Bissell’s
Steam’n Clean.
Limitations – subject’s language, privacy,
incapability, boasting, or cooperation.
In-Depth Interviews
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An in-depth interview is a qualitative method
conducted one-on-one using open-ended
questions that require the respondents to
generate their own answers.
The primary difference between an interview
and a survey is the interview’s use of an
unstructured questionnaire.
Focus Group Research
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A focus group is a gathering of 6 to 10 people
who are invited to spend a few hours with a
skilled moderator to discuss a product, service,
organization, or other marketing entity.
Useful exploratory step
Avoid generalizing the reported feelings of the
focus-group participants to the whole market.
Focus group research in progress
Outline of Focus Group Interview
Friendship Focus Group
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Friendship focus group is used in a
comfortable setting, usually people’s homes,
where the participants have been recruited by
the host.
This approach is designed to break down
barriers and save time in getting to more indepth responses.
A self-constructed friendship group was
easier to assemble and yielded more honest
and candid response.
Observation Research
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Observation research takes researchers into
natural settings where they note the behavior
of consumers using video, audio, and
disposable cameras to record consumers’
behavior at home (with consumer consent), in
stores, or wherever people buy and use their
products.
A market will often use observation in the
aisles of grocery, drug, and discount stores to
watch people making their product selection.
Examples of Observation
Research
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Shoppers often zip through the snack aisle,
spending only 42.7 seconds there, whereas they
spend more than twice that in the coffee aisle.
Only 34% of shoppers who don’t have baskets
actually purchase something, while 75% of shoppers
with baskets buy some items.
A woman who shops with another woman spends
twice as much time in the store than if she shops
with a man.
Basha’s Market’s greeting cards – 18% → 62% and
sales↑40%.
Observational Research
Fisher-Price set up an observation lab in which it could observe the reactions of
little tots to new toys.
Ethnographic Research
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Ethnographic research involves the researcher in
living the lives of the people being studied.
Observe consumers in their “natural environments.”
Examples: Sunbeam’s Coleman Grill; OnceFamous.
OnceFamous
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A unique ethnographic laboratory for studying
consumer behavior in a natural setting.
Some interesting results: man (e.g. Brookstone,
Sharper Image) vs. woman (e.g. Pottery Barn); cool
colors vs. warm colors; turn left vs. turn right.
Diaries
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Consumers are asked to record their activities
through the use of diaries.
Pros: (1) catch the consumer in a more realistic,
normal life pattern; (2) lead to re-creation of a day in
the life of a consumer.
It is valuable in media research because they tell
media planners exactly what programs and ads the
consumers watch.
Beeper diaries are used as a way to randomize the
recording of activities.
Other Qualitative Methods
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Cognitive psychologist have learned that human
beings think more in images than words.
Researchers try through pictures to uncover mental
processes that guide consumer behavior.
Some scholars believe that the conventional wisdom
about consumer research, such as using interviews
and focus groups that rely on talking to people and
grilling them about their tastes and buying habits, is
only good for getting back predictable answers.
Other Qualitative Methods
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Methods:
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Fill-in-the-Blanks (填空)
Purpose-driven Games (目的導向的遊戲)
Story elicitation (說故事)
Artifact creation (居家事物的描繪), e.g. life collages (生活拼
湊), day mapping (一天生活描述), and construction of
instruction books (指導手冊的建構).
Photo elicitation (看圖說故事)
Photo sorts (照片分類)
Metaphors (隱喻)
Photo Sort
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照片歸類法是由美國最大的廣告代理公司－環球BBDO公司
(BBDO Worldwide)開發出來的一種已經註冊成商標的技術。
在測試中，受試者通過研究人員特殊安排的一組照片來表述他們
對品牌的感受。
例如，BBDO與啤酒市場上的100名目標消費者進行了面談，這些
人是男性，年齡在21～29歲之間，每週至少喝6瓶啤酒。使用照片
歸類法，調查人員向每一位受測試者出示了98張照片，要求他們
將每張照片上的人與其可能選擇的啤酒品牌對應起來。結果，受
訪者認為喝巴德(Bud)啤酒的人看起來是粗魯暴躁的藍領工人。相
比之下，喝米勒啤酒的人是有教養而且和善的高級藍領工人。
讓一周至少喝6瓶啤酒的人歸類，哪些人喝什麼啤酒，這樣很容易
給商品定位。
Validity & Reliability
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Validity means that the research actually
measures what it says it measures.
Reliability means that you can run the same
test again and get the same answer.
Creative Strategy Development
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Advertising campaigns
Copy platform (文案大綱、文案規範)
The search for the major selling idea
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Unique selling proposition
Creating a brand image
Finding the inherent drama
Positioning
Advertising Campaigns
Integrated
Interrelated
Coordinated
Marketing
Communication
Activities
Centered on a
Theme or Idea
In Different
Media
Over a Time
Period
Advertising Campaigns
The central message that will be
communicated
in all of the various IMC activities
Miller
Philip Morris
Lite
“
Marlbor
o country”
BMW
“
The
ultimate
driving
machine”
General Mills,
Wheaties
“The
breakfast of
champions”
Case: 全聯福利中心
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2006 – 我們省下錢，給你更便宜的價格
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找不到篇
豪華旗艦店篇
2007 – 便宜一樣有好貨
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便宜背後的真相
面紙篇
洗髮精篇
米果篇
Top 10 Advertising Slogans of the Century
Company or Brand
Campaign Theme
1. De Beers
Diamonds are forever
2. Nike
Just do it!
3. Coca Cola
The pause that refreshes
4. Miller Lite
Tastes great, less filling
5. Avis
We try harder
6. Maxwell House
Good to the last drop
7. Wheaties
Breakfast of champions
8. Clairol
Does she . . . or doesn’t she?
9. Morton Salt
When it rains it pours
10. Wendy’s
Where’s the beef?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Copy Platform
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The written copy platform specifies the basic
elements of the creative strategy.
Different agencies may call this document a
creative platform, work plan, creative brief,
creative blueprint, or creative contract.
Copy Platform
6. Supporting information and requirements
5. Creative
Creativestrategy
strategy
statement
statement
4. Selling idea or key benefits to communicate
3. Specify
Specifytarget
target
audience
audience
2.
and communications
communications objectives
objectives
2. Advertising
Advertising and
1. Basic
advertising
must
address
Basicproblem
problem
advertising
must
address
Major Selling Ideas
Positioning
Use a Unique
the
SellingBrand
Proposition
Create
Use a Unique
a Brand
Selling
Image
Position
Seeking the
Major Idea
Positioning
Find
Create
thethe
Inherent
Brand
Drama
Image
Perspectives of Great Ad Men on
the Major Selling Idea
David Ogilvy
Leo Burnett
Brand image or personality
is particularly important
when brands are similar
Find the inherent drama or
characteristic of the
product that makes
consumers buy it
“Every ad must
contribute to the complex
symbol that is the brand
image.”
“(Inherent drama) is often
hard to find but it is always
there, and once found it is
the most interesting and
believable of all
advertising appeals.”
Creating a Brand Image
Used when competing brands are so
similar it is difficult to find or create a
unique attribute
The creativity sales strategy is based on
a strong, memorable brand identity
through image advertising
Often used for products such as soft
drinks, perfume, liquor, clothing,
airlines
Reebok Uses Image Advertising
Finding Inherent Drama
Inherent
Drama
Messages generally presented
in a warm, emotional way
Hallmark, Maytag,
McDonald’s,
Maytag,
Kellogg
Kellogg
Focus on consumer benefits
with an emphasis on the
dramatic element in expressing
them
Unique Selling Proposition
Unique Selling
Proposition
Benefit
Unique
Potent
Buy this product
or service and
you will benefit
this way or
enjoy this
reward
Must be unique
to this brand or
claim; something
rivals can't or
don't offer
The promise
must be strong
enough or
attractive
enough to move
people
Case: Holiday Inn Express
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Target: about 40 million men, ages 25-45,
who travel a lot – three or more nights per
month on business.
They don’t care about chocolate mints or
their pillow.
They do want: (1) clean rooms, (2) a good
breakfast, and (3) a decent shower.
“Stay Smart” campaign: You Do Your Best
Thinking in the Shower.
Positioning
Positioning
Establish a particular place in
the customer’s mind for the
product or service
Based on product attributes/
benefits, price/quality, use or
application, type of user, problem
solved, e.g. Pennzoil – 1, 2.
Positioning Maps
Differentiation Variables to
Gain Competitive Advantage
Product
Services
Personnel
Channel
Image
Form
Ordering
ease
Competence
Coverage
Symbols
Features
Delivery
Courtesy
Expertise
Media
Performance
Installation
Credibility
Performance
Atmosphere
Conformance
Customer
training
Reliability
Durability
Customer
consulting
Responsiveness
Events
Case: 好自在
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1980年代中期推出織優朗表層、蝶翼系列產品
1990年推出的絲薄系列
其他特色–瞬潔鎖濕中心、特有氣味淨化、柔
細綿柔表層、栱型設計。
好自在
蘇菲
靠得住
康乃馨
一般
6.0元/片
3.33 元/片
2.25 元/片
3.25 元/片
量多
6.6元/片
5.27 元/片
2.77 元/片
3.93 元/片
夜用
7.7元/片
6.25 元/片
3.44 元/片
4.64 元/片
Case: 舒酸定
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2002年，葛蘭素史克從嬌生買下舒酸定品牌。
主要競爭對手之定位：黑人－亮白；高露潔－防蛀。
舒酸定之定位：抗敏感→專業牙醫師推薦。
不論是電視廣告、平面廣告和公車廣告等，全都離不
開「專業牙醫師推薦」的品牌印象。
獨特的行銷通路：由5人組成的業務團隊，默默走遍
台灣的牙醫診所，向牙醫解說產品成分，提出國外醫
師研究舒酸定的文獻報告，取得牙醫的認可，也會在
牙醫診所發放大量的試用品，讓患者試用，進而透過
牙醫的專業權威傳播，推薦舒酸定這項產品。
Case: 舒酸定
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舒酸定的行銷預算分配，是採媒體和牙醫通路並行。電視廣告仍
是舒酸定最主要的媒體投資。在牙醫診所的通路上，葛蘭素史克
也不馬虎，每年花在牙醫診所的陳列物、試用品或是促銷包，也
和媒體投資不相上下。
不停研究消費者可能接觸的媒體環境，如歇腳亭、貴族世家。
「抗敏感牙膏」目前在整體牙膏市場，大概是將近20%的比例。
舒酸定在這一塊坐穩了第一名的寶座，維持著七、八成的市佔率。
整體市佔率：黑人－36%；高露潔－33%；
舒酸定－32%。
Case: Sonic Vox vs. I Am TPain
Sonic Vox
I Am T-Pain
Four Major Positioning Errors
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
Underpositioning, e.g. Shiseido.
Overpositioning, e.g. Cartier.
Confused positioning, e.g. Kmart’s “upscale
discounter” vs. Wal-Mart’s “Always low prices.
Always!”.
Doubtful positioning, e.g. 非常可樂.