Stuff we’ll cover this week...
What is an insight?!?!
Eureka moments and Einsichts
Why planners need insights – David Ogilvy
Why creatives need insights – Bill Bernbach
Why you need to do research and gain insights
Where to look for insights
Where insights come from – lots of Cs
Where insights come from – Classical Planning
Where insights come from – Radical Planning
SIDE SWIPES: Plusnet
DOWN SIGHTS: Hartley’s
A standard insight checklist
How insights fit together
Creating the right conditions for insights
Insight versus Interesting
Information into Insights – Order your thoughts
Information into Insights - PETER
Information into Insights - PETER
Information into Insights - PETER
Consumer Insight Golden Rules
Beware simple demographics – they tell you nothing
The interesting pen portrait
The insightful pen portrait – Get amongst it!
Pen Portrait Template
Day In The Life: Communications Planning Tool
Where quantitative insights have changed the brief
Where qualitative insights have changed the brief
What can we learn about people?