Presentation Transcript

1. A HUNTER’S GUIDE TO BULLSH*T-FREE INSIGHTS

   Tom Morton, chief strategy officer, Havas Worldwide NY @tommorton

2. “Miserable is what your whole crew will be, if you’re not original and you show no strategy.”

   A Tribe Called Quest Word Play
3. Insight is one of the most valuable currencies in advertising
4. “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
5. Like all currenciesinsights can be devalued
6. How to spot a bad insight
7. “Natalie is an ISFJ.” “She is a busy, on-the-go mom who is always looking for me-time.” The TARGET CONSUMER WHO ISN’T AN ACTUAL HUMAN BEING
8. “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
9. “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)
10. Insights need to be true flashes of insight
11. 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
12. Insight hunting means defying convention
13. “All great truths begin as heresies.” George Bernard Shaw
14. Insights aren’t just said, they’re felt
15. 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
16. Axe: every guy pines for ‘the one that got away’ Axe – Fear No Susan Glenn
17. The quickest way to insight is to reframe the problem
18. 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
19. 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
20. There is more insight in the negative and contradictory side of human nature than there is in the sunny side
21. Nicorette: most attempts to quit smoking are unplanned and chaotic, so quitting sucks Nicorette – Shark
22. BGH Air Conditioners: heat makes us undignified BGH Air Conditioners: Dads In Briefs
23. “Out of the crooked timber of humanity, no straight thing was ever made.” Immanuel Kant
24. Look beyond the consumer and out in to culture
25. The Beetle is a humble alternative to the excesses of Detroit
26. Every generation of young people thinks it can change the world
27. Look to the deep truths of the brand
28. Johnnie Walker: an individual entrepreneur who strides across the bottle Johnnie Walker: The Man Who Walked Around The World
29. Dos Equis: Vienna-style beer brewed by Germans in Mexico to celebrate the dawn of a new century.
30. Ritz Crackers: offering ordinary people a taste of the good times Atlantic City: a city built on freedom
31. 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
32. And finally… not every great idea depends on a great insight
33. Budweiser – Whassup? Burger King – Subservient Chicken Guinness – noitulovE Honda – Cog Ikea - Lamp Nike – Tag Orange – Film Board Sony – Balls CANNES GRAND PRIX WINNERS NOT BASED ON INSIGHTS Courtesy of Simon Law, Fabric Worldwide