下面是小编为大家整理的GWI-创建消费者洞察（全文）,供大家参考。
Wha t
do
we
know
about
today’ s
consumers? Wha t
does
this
tell
us?
T he
data-driven
pr esent R ese ar ch
vs.
insight
T he
ana tomy
of
an insight
Cre a ting
a
pen
por tr ait T urning
da ta
into
insight
S tar ting
with
da ta
Asking
the
right
questions
T he
big
truths
Shaping
your
br and
to
fit F rom
insight
to
ide a
Cre a ting
consumer
insight
summary
2
Br ands today
have access
to
an endless str eam
of
da ta,
but
being da ta-rich
doesn’t
me an you
have insight.
An
insight
is
a
universal, human
truth
about
a
customer .
It
r eve als something
unique
about
their
per ceptions
and
behaviors
tha t you
can tap
into .
C arrying
out
r ese ar ch
deep
enough
to
uncover
this
helps
you cre a te
the
right
message, for
the
right
audience.
Integr a ting
this
into
every stage
of
a
mark eting
str a tegy
allows
for mor e
tar geted
cre a tivity
and
a
solid
ROI.
In this
guide,
we’ll
demonstr a te
how
to
go
from
da ta
to
insight, and
make
meaningful
connections
tha t
last.
3
Mor e
than
7
in
10
consumers pur chase
pr oducts
online e ach month.
T he
aver age
internet
user has
8
social media
accounts, up from
3
in
2012.
Millennials
spend
2
hours
and
38
minutes
on
social media every day .
46%
of
16-24
year -olds
use
social media
for
pr oduct r ese arch.
T he
aver age
consumer
spends
6
and
a
half
hours
e ach day using
internet-power ed
devices
and
services.
As
modern
consumers become
mor e
fr agmented
acr oss pla tforms,
devices
and
channels, spending
mor e
and
mor e
time and
money
online,
br ands need
to
know
wha t
work s,
when,
and why .
T his
mak es
the
digital
space a
challenge
for
mark eters and r ese ar chers,
but
it ’ s
also opening
up
mor e
oppor tunities.
Having
access
to
insights
lik e
the
above
(and
knowing
how
to
use them)
is
the
way
to
get
ahe ad
of
your
competition.
It
ensur es
you
know
your
consumers well
enough
to
of fer
the e xperience
they’ve
come
to
expect,
and
you’r e
in
front
of
the right
eyes
a t
crucial
times.
4
5
h a s
a l w a y s
b ee n
c e n t r a l
t o
e ff e c t i v e
b r a n d p o s i t i o n i n g
a n d
m a r ke t i n g
s t r ate g y .
T o d a y ,
i t ’ s
t a k i n g
o n
a
w h o l e new
r o l e .
T r a d i t i o n a ll y
a
l e n g t h y
p r o c e ss
i n v o l v i n g
se v e r a l
a r m s
o f
un c o v e r i n g
a n
a c t i o n a b l e
i n s ig h t
t oo k
b o t h
t i m e
a n d re s o ur c e .
An d
w i t h
t h e
a dd e d
c h a ll e n g e
o f
j u ggli n g
s e v e r a l
d i ff e r e n t
d at a s e t s
w i t h
v a r y i n g
m e t h o d o l o gi e s ;
t h e
d at a
n o t
o n l y
t oo k
t oo
l o n g t o
g e t ,
i t
w a s n ’ t
a dd i n g
u p .
N o w ,
e v e r y
for wa r d - t h i n k i ng
b r a nd
k no w s
i s
ke y
–
so m e t h i n g
t h at
c a n
o n l y
b e
a c h i e v e d
b y
p u tt i n g
d ee p i n s ig h t
i n
t h e
d r i v i n g
se at .
B e c a u s e
i n
t h e
d igi t a l
w o r l d ,
i n s ig h t
i s
e v e r y t h i n g .
i s
t h e
b u zz w o r d
o f
t h e
d e c a d e .
B u t
w h at
F o r
u s ,
i t ’ s
m o r e
of
a
c u l t u r a l
s h i ft
t h a n
a
t ac t i c .
I t
s i g n i fi e s
a
m o ve a w a y
f r o m
e d u c ate d
a ss u m pt i o n
t o
m o r e
s t r ate gi c a n d
c o n s u m e r -
c e n t r i c d e c i s i o n s ,
b a c ke d
b y
d at a .
6
T hese ide as
can r ange
from
something
as
simple
as
knowing wher e
to
place
a
blog
post
for
maximum
r e ach,
to
something
as big
as
planning,
activa ting
and
me asuring
a
multi-million
dollar global
adver tising
campaign.
R egar dless of
which
end
of
the
spectrum
you’r e
on,
businesses ar e
demanding
mor e
visibility ,
accountability
and
str a tegic decision-making
from
their
CMOs
and
mark eting
te ams.
In r esponse
to
this
demand,
the
e ase
with
which
you
can access
is
changing
too .
But
the
answer doesn’t
lie
in
e xtensive r ese arch. It
lies in
deep insight.
And
yes,
ther e’ s
a
dif fer ence.
Understanding
this
dif fer ence
is
wher e
the
impor tance
of methodology
comes
to
light.
7
Da ta-driven
decisions
Subjective
decisions
Hyper-tar geting
Br oad
tar geting
Da ta
overload
Lack
of
da ta
C onsumer -centricity
P r oduct-centricity
Ultima tely ,
the
quality
of
the
insight
you
r etrieve
depends
on
how the
r ese ar ch
is
conducted,
and
the
da ta
collected.
E very da ta
pr ovider
and
r ese ar ch
body
in
e xistence has
a dif ferent
methodology
-
a
major
cause
for
concern
(and he adache) among
mark eting
and
r ese ar ch
pr ofessionals trying
to make
it
match.
T ha t ’ s
why
GlobalW ebInde x
does
it
dif ferently .
C onducting
a
global
survey
tha t ’ s
fully
opt-in,
it
lever ages a panel
of
22
million
consumers (the
largest
in
the
world),
to
give mark eters a
true
repr esenta tion
of
their
tar get
audience.
R elying
on
a
single
sour ce of
da ta
lik e
this
for
your
r ese ar ch mak es
it
e asier
to
join
the
dots
and
paint
a
harmonized
pictur e
of your
tar get
audience.
Here’ s
a
snippet
of
wha t
your
r ese ar ch
should
include.
8
• Demogr aphics • At titudes
• Inter ests
• Lifestyles
• Online
activities
• Media
consumption
• Online
pur chase
journey
• Motivations
• P r efer ences • P erceptions
• Opinions
• Social
media
usage • Device
usage
9
Of
course, for
an insight
to
be
truly
impactful,
it
needs
to
tick
a few
bo xes.
T o
understand
wha t
these bo xes
ar e,
let ’ s
take
a
closer look
a t
the
ana tomy
of
an insight.
Br and
fit
Does
it
align
with
your
br and personality
and
business objectives?
Is
it
consistent
with
your r ese ar ch
into
this
tar get audience?
Is
it
a
simple
truth
tha t
is
human and
e asy
to
identify
with?
C an it
be
distilled
into
a universal truth
tha t
spe ak s
to a
wider
audience?
10
Br and
fit
11
It ’ s
not
good
enough
for
an insight
to
simply
be
unique.
While consumer -centricity
is
k ey ,
ensuring
it ’ s
the
right fit for
your
br and is
essential.
T his
tells
you
tha t
tapping
into
it
could
make
a
visible
dif fer ence to
your
business,
whether
by
working
to
shif t
per ceptions,
or
to solidify
your
image
in
a
way
tha t
fosters loyalty .
Here’ s
how
Snick ers
put
insight
into
pr actice.
A
simple
insight
into
the
fuelled
the
successful ‘ Y ou’r e
Not
Y ou
When
Y ou’r e
Hungry’
campaign:
T her e’ s
a universal code
of
conduct
by
which
men
abide
to
maintain
their position
in
the
male
pack.
Unveiled
through
qualitative
r ese ar ch
into
the
br and’ s
tar get audiences, not
only
was
this
insight
consistent
acr oss
r egions, it
could
be
distilled
into
a
br oader
“ When
you’r e
hungry ,
you’r e
just
not
yourself.
And,
when
you’r e not
yourself,
it
has
a
r e al impact
on
your
ability
to
r emain
par t
of the
pack . ”
Incr e asing
global
sales
by
15.9%
in
its
first
ye ar
alone, the
insight-fuelled
campaign
shaped
an tha t pr oved
the
80-year -old
br and
was
among
its tar get
consumers.
Human
Universal Br and
fit T ar geted
12
Wha t
made
this
insight so impactful
was
a
perfect
fit for
the
br and
and
the
tar get
audience:
As
J ames
Miller ,
Global
He ad
of
S tr a tegy
for
Mars a t
BBDO “ A
r elentless focus on
ef fectiveness from
the
outset
right
up to
today
has
enabled
‘ Y ou’r e
not
you
when
you’r e
hungry’
to become
one
of
the
world’ s
best
loved
and
most
celebr a ted
campaigns . ”
13
Gener a ting
impactful
insight
doesn’t
have to
be
a
struggle,
but
it does
requir e
some
str a tegic
thinking.
Don’t
waste time
on
da ta
tha t
won’t
lead
anywher e.
Af ter
all, da ta on
its own
is
useless;
it
needs
to
be
gr anular ,
r elevant
to
you,
and placed
in
the
right
conte xt.
A
compr ehensive
da ta
sour ce
allows
you
to
build
your
own insights,
tailored
to
your
br and,
so
it ’ s
guaranteed
to
have an impact.
T o
do
this, you
need
to
know
the
steps to
cre a ting
a
stirring insight.
Here’ s
wher e
to
get
star ted.
Sir
Arthur
C onan
Doyle,
Author
R eliable
consumer
personas ar e
impor tant
because they
tell
you e xactly wha t
your
tar get
audience
is
doing,
and
why .
Using
insight
based
on
gr anular
da ta
(as
opposed
to
mor e tr aditional
demogr aphic
information),
you
can cre a te
well- rounded
por tr aits
of
your
tar get
personas,
painting
a
pr ecise, detailed
and
holistic
pictur e
of
your
consumer
and
their
pa th
to pur chase.
P ortr aits
made
with
this
type
of
r obust
da ta
ar e
the
only
ones br ands can trust,
as
they’re
built
on
a
solid
founda tion
of
absolute truth.
Anything
else is
just
guesswork.
14
T h e
fi v e
s t a g e s
o f
c r e a t i n g
a
c o n s u m e r
Determining
their
inter ests pr ovides
insights
into
the
influencers, the
messaging
and
the
tactics tha t
will
work
for
them.
Identifying
wher e
they
hang
out
helps
you
bet ter
understand
the pla tforms
and
channels they
use
the
most,
allowing
you
to
focus your
time,
ef for t
and
budget
wher e
it
ma t ters.
Uncovering
how
they
feel
and
think
about
anything
from
br ands and
pr oducts,
to
life
and
lifestyles, allows
you
to
quantify
their per ceptions.
By
cre a ting
‘ day
in
the
life’
colla ter al based
on
insight,
you
can focus on
building
the
empathy
tha t ’ s
needed
to
make
lastin...
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