a hunter's guide to bs-free insights
TRANSCRIPT
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A HUNTER’S GUIDE TO BULLSH*T-FREE INSIGHTS
Tom Morton, chief strategy officer, Havas Worldwide NY @tommorton
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“Miserable is what your whole crew will be, if you’re not original and you show no strategy.”
A Tribe Called QuestWord Play
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INSIGHT IS ONE OF THE MOST VALUABLE CURRENCIES IN ADVERTISING
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“Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.”
Bill Bernbach
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LIKE ALL CURRENCIESINSIGHTS CAN BE DEVALUED
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HOW TO SPOT A BAD INSIGHT
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THE TARGET CONSUMER WHO ISN’T AN ACTUAL HUMAN BEING
“Natalie is an ISFJ.”
“She is a busy, on-the-go mom who is always looking for me-time.”
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“Teens want the ability to customize and personalize food in their own way.”
“People feel that inner beauty is most important.”
THE DEEP TRUTH THAT DOESN’T SCRATCH THE SURFACE
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“Flossing regularly makes my teeth cleaner and makes me feel more confident about my mouth.”
“People get tired by the end of the day.”
THE UNIQUE TRUTH THAT ISN’T UNIQUE (OR TRUE)
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INSIGHTS NEED TO BE TRUE FLASHES OF INSIGHT
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Insight: a penetrating observation about consumer behavior that can unlock growth. Diageo
Insight: an astonishing disclosure about real people, the brands they use or the world they live in that compels a change in their behavior.Richard Huntington, Saatchi & Saatchi
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INSIGHT HUNTING MEANS DEFYING CONVENTION
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“All great truths begin as heresies.”
George Bernard Shaw
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INSIGHTS AREN’T JUST SAID, THEY’RE FELT
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When the intellect articulates what the gut has always felt. Unilever Consultant
Insight (n.) The act of apprehending the inner nature of things or of seeing intuitively. Webster’s dictionary
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Axe: every guy pines for ‘the one that got away’
Axe – Fear No Susan Glenn
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THE QUICKEST WAY TO INSIGHT IS TO REFRAME THE PROBLEM
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UK Road Safety: the 30mph speed limit is the highest speed at which most pedestrians will survive a collision
UK Road Safety – It’s 30 For A Reason
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Milk: most people don’t even notice milk when it’s there, but they really miss it when it’s not
Got Milk – Aaron Burr
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THERE IS MORE INSIGHT IN THE NEGATIVE AND CONTRADICTORY SIDE OF HUMAN NATURE THAN THERE IS IN THE SUNNY SIDE
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Nicorette: most attempts to quit smoking are unplanned and chaotic, so quitting sucks Nicorette – Shark
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BGH Air Conditioners: heat makes us undignified
BGH Air Conditioners: Dads In Briefs
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“Out of the crooked timber of humanity, no straight thing was ever made.”
Immanuel Kant
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LOOK BEYOND THE CONSUMER AND OUT IN TO CULTURE
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The Beetle is a humble alternative
to the excesses of Detroit
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Every generation of young people thinks it can change the world
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LOOK TO THE DEEP TRUTHS OF THE BRAND
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Johnnie Walker: an individual entrepreneur who strides across the bottle
Johnnie Walker: The Man Who Walked Around The World
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Dos Equis: Vienna-style beer brewed by Germans in Mexico to celebrate the dawn of a new century.
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Ritz Crackers: offering ordinary people a taste of the good times
Atlantic City: a city built on freedom
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Q. What are the greatest hits of the brand?
Q. What was the magic of the brand when it was at its peak?
Q. What are the truths of the brand that are staring us in the face?
THE MAGIC QUESTIONS
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AND FINALLY… NOT EVERY GREAT IDEA DEPENDS ON A GREAT INSIGHT
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CANNES GRAND PRIX WINNERS NOT BASED ON INSIGHTS
Budweiser – Whassup?Burger King – Subservient ChickenGuinness – noitulovEHonda – CogIkea - LampNike – TagOrange – Film BoardSony – Balls
Courtesy of Simon Law, Fabric Worldwide