what insights are?
DESCRIPTION
An insight is NOT an observation - it explains why, rather than just observing that people do something. Is a new Point of View that’s immediately recognizable. It must be cause AND effect - insights prompt effect. Insights are things that other people think of, then you immediately wish you had!TRANSCRIPT
in{sight}
there is a simpler way to understand the world...
Can you spot the differences?
Can you spot the similarities?
The World can fit into your hand if you have in-sight
Generally, “insights” is just a horribly misused word!
along with “Idea” and “Strategy”
insight ≠ research
insight ≠ fact
insight > observation
insight < idea insight < idea
in{sight}NounThe capacity to gain an accurate and deep intuitive understanding of a person or thing.
“I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions”. Madonna
“I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions”. Lady Gaga
The same insight can lead to many (different) ideas
An insight is NOT an observation - it explains why, rather than just observing that people do something.
A new Point of View that’s immediately recognizable.
It must be cause AND effect - insights prompt effect.
Insights are things that other people think of, then you immediately wish you had.
What is an insight?
insight = Dive Deeper
KNOW
THINK
FEEL
BELIEVE
Research
Planning
What people...
Marketing
Understanding people...
Consumer Behavior
Culture
Psychology
Evolution
Insights are often unrecognized fundamental human truths.
Different kind of Insights
Don’t forget to search for Shopper Insights
•Did you know, for example, that most shoppers veer left when entering a store?
•Or that it takes everyone a few seconds to make the transition from outside to inside, so the first few feet of merchandise are often invisible?
•Or that the "butt brush effect" means that people (especially women) will not spend time at a table or aisle if they sense people too close behind them?
•Or that everyone -- everyone -- slows down when they pass a mirror but speeds up when they pass a bank?
Go and find yours!
Examples > reality
“It wasn't just the need for a smaller car - there was a sizable group of people who needed to be different and didn't express themselves based on the size of their car”. Volkswagen Beetle
insight < idea
“If you could give your cat US$10 and send him off to the grocery store to buy cat food, what would he bring home? The answer (albeit theoretically) is: Live meat!”. Mars Whiskas
insight < idea
“Babies with healthy, dry skin are happier....and so better able to play, learn and develop. The finding that babies are happier when they have healthy skin was not that new. The trick was uncovering the deeper emotional significance.”P&G Pampers
insight < idea
“Milk is good for you, everybody is familiar with that, but familiarity breeds contempt.... you only realize how important are familiar things when you miss them! Got Milk
insight < idea
Will people get it? Does it touch them? Is it something new? Is it simple enough? Can you support it?Will it effect change?
Is it a “Holy Grail”?
Insight’s Vilains
Look Inside Marketing
Think you “know everything” about Consumers
Taking Consumers Literally
Being worried only about
purchase intention
Insight’s Heroes
Look Outside Marketing
Laddering Up Benefits
Think & Use Metaphors
View Conclusions as Beginnings
“[...] the language you use is not arbitrary and inconsequential; for an insight to have real potency, the language in which it is couched is at least as important as the inner truth itself. For an insight to have real potency, literal accuracy is less important than its power to evoke.”
Jeremy Bullmore, WPPhttp://www.wpp.com/wpp/marketing/marketresearch/why-is-a-good-insight-like-a-refrigerator.htm
Insightful Books about Insights
