1. STRICTLY PRIVATE AND CONFIDENTIAL
インサイト・コミュニティ~顧客の力を活用する~
Insight Communities:
Leveraging the Power of the Customer
『次世代共創マーケティング』 出版記念セミナー 2014.2.4
10. インサイト・コミュニティ:主なキーワード
Dinesh
Gender: Male
Age: 42
Marital: Divorced
Kids: 3
Works: Fulltime
Anne
ブランデッド
Gender: Female
Age: 41
Marital: Married
Kids: 2
W‘orks: Parttime
エンゲージメント
Your Customers
プライベート
リサーチ
Sarah
Gender: Female
Age: 26
Marital: Dating
Kids: 0
Student
Chris
コミュニティ
10
Gender: Male
Age: 30
Marital: Single
Kids: 0
Works: Full time
23. ケース①: コンセプト&パッケージ評価
RECRUITMENT
LIVE CHAT 1
Invite select members of
the Drinks Lounge
community panel to take
part in a quantitative
online survey
LPA-24 year olds
ONLINE QUANT
SURVEY
Evaluation of the ‘big idea’
Flavour ranking
Assess 5 different pack
designs (incl. preference)
Occasion ‘deep dive’
Select group of Drinks
Lounge members
invited to take part in
qualitative live chats
18-21 year olds
Adorers/ Adopters of
white spirit RTDs
LIVE CHAT 2
23-27 year olds
Adorers/ Adopters of
white spirit RTDs
NATURALLY SMOOTH, NATURALLY REFRESHING, NATURALLY PURE
Many people think about ready to drink products & immediately cringe – thinking about how
they are crammed full of artificial flavours & colours, leaving you with fur on your teeth.
Those days are over now, thanks to new Smirnoff Pure – which offers a pure,
unadulterated, refreshing taste.
Each Smirnoff Pure drink uses a few, simple, real ingredients – so you’ll know exactly what
you are drinking. And absolutely no artificial colours, flavours or preservatives.
•
mmm
New Smirnoff Pure, finally the perfect vodka, lime & soda in a ready to
drink format. Pure in taste, pure in ingredients, pure refreshing taste.
Draft copy pending approval from Diageo
ビジネスニーズの定義付け
コンセプト評価
定量・定性ハイブリッド調査
正しいメッセージの把握
23
“PURITY”とは?
進め方の理解