Insights & Foresights

Chandradeep (CD) Mitra

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Understanding Insight

Insight is the most abused term in strategic thinking.

Used unwisely it often leads to banal understanding.

However, this is critical to the discipline of strategic thinking and

is worth spending time to understand.

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Marketing that fails to recognize the truth

of a consumer’s relationship with a product or category

does not connect at a visceral level and consequently does little or nothing to

shift consumer perceptions or behaviour.

The truth is there to be found, but may not be apparent or visible at first glance.

The emperor is naked and no one has noticed it.

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The Truth isn’t always easy to find!

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Interrogating an issue till the truth comes out.

Seeking truths that are beyond mere facts.

Truths that have an emotional component.

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Searching for Insights

“Curiosity has its own reason for existing”

Albert Einstein

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What is a “Consumer Insight”?

An understanding of the cause of a specific consumer belief or behaviour

that can be used to develop a more effective connection to that

consumer.

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“At the heart of an effective creative

philosophy is the belief

that nothing is so powerful as an insight

into human nature, what compulsions drive a

man, what instincts

dominate his actions, even though his language

so often camouflages what really motivates him. For if you know these things

about a man you can touch him

at the core of his being”Bill Bernbach

“In my factory I produce lipsticks. In the drugstore I sell hope”

Charles Revlon

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Should we know the cosmetic market? Or should we understand

the contours of hope & desire?

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Partially Hidden Human Truths that Resonate with Consumers

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“If you believe that there’s only one answer,

you’ll stop looking and thinking as soon as you come up with your first answer”

Von Oech

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“All there is to thinking is seeing something noticeable

which makes you see something you weren’t noticing

which makes you see something that isn’t even visible”

Norman Maclean

“All truths are easy to understand once they are discovered,

the point is to discover them.”

Galileo

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Searching for Hidden Truths

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Truths can come from anywhere…

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Truth

History Produ

ct

Brand

ConsumerCateg

ory

Culture

Universal

Life

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The Truth can be Subjective

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In most fields of human endeavour, the chances of finding a solution

or uncovering the truth are increased as more perspectives

are taken into account

The Process of Triangulation

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The Client’s Business

Perspective

The Agency’s Creative

Perspective

The Opinions and Prejudices of the Target Audience

Truth

Insights should be involving

As people grow older cynicism replaces curiosity

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Insights should have depth

Indians place more importance on symbolic protection than real protection

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Insights should be true to human nature

Solitude is not loneliness, it’s often coveted.

Every human being wants to feel they have value.

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Insights should be widely shared

Tribalism affect even the most well-heeled.(American Express)

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Insights should identify with a Moment of Truth

The bill is the lowest point in mobile telephone usage.

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Insights should be Differentiating

A single picture can instantly change a moment.

(Polaroid)

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Stages of Ad Research

DEVELOPMENT

Before the ad is ready

EVALUATION

Once the ad in some form is ready

IMPACT

After the finished ad is ready and has been released in mass media

COMMUNICATION

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Some Personal Learnings

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Hamara Bajaj Part 1

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Hamara Bajaj Part 1

The Trusted Vehicle of the Aspirations of Middle India

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Hamara Bajaj Part 2

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Hamara Bajaj Part 2

Changing India, Unchanging Indianness

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Sarva Siksha Abhiyan

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Sarva Siksha Abhiyan

Children go to school to meet their friends

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Jet Airways

For every business traveller flying out,A family man flies back home

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“Ask an impertinent question, and you are on your way to the pertinent answer”

Jacob Brownowski

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What is not a Consumer Insight...

• An OBSERVERED behaviour or belief:

o Women care deeply for their children

o Men believe that they are primary provider

o Teens believe that they are immortal

o Children are good at manipulating parents

o Women have more control over their lives now than they used to

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What is not a Consumer Insight...

• A SITUATION, OCCASION or SETTING:

o Her son’s wedding is the biggest event in a woman’s life

o Teens like hanging out at shopping centres

o People can get aggressive or violent at their team’s football games

o Night is when cold seem worst

Beyond Insight…

Foresight

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"The secret of peering into the future

depends on the deepest possible understanding

of consumers as people"

R Sliver

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Insight Vs. Foresight

Insight

• Originated from the words ‘inner sight’

• Insights are understandings about human nature or culture that bring observations to life

Foresight

• Originated from ‘before sight’

• Foresights are wisdom to see what is virtuous, or what is possible or likely

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How to garner foresight…

How I think about life – joy, sorrow aspiration

What are the things I do subconsciously

How I engage in the society

What influences my choice

How I buy

Traditional consumer

insight

Possible source of foresight

Life / Human Psychology

Culture

Social Structure

Trends

Market

“We are so busy measuring public opinion that we forget we can mould it.

We are so busy listening to statistics we forget that we can create them.”

Bill Bernbach

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“If I had asked the public what they wanted

they would have askedfor a faster horse.”

Henry Ford

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“Our plan is to lead the public rather than ask them

what kind of product they want. The public does not know

what is possible, but we do.”

Akio Morita

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“In the new world of broadband, brands compete with life,

not with each other”

Nigel Bogle

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The Evolving Google Goggles Experiment

Text search, then voice search, now visual scan search

(mirroring human behaviour?)

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Foresights drive the world!

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Thank You

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