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insights

insights. What they are. And what they’re not. Generally, ‘Insights’ is just a horribly misused word!. Along with ‘Brand’ and ‘Strategy’. purchase insights. usage insights. owner insights. product insights. brand insights. cultural insights. consumer insights. future insights.

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insights

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  1. insights What they are And whatthey’re not

  2. Generally, ‘Insights’ is just a horribly misused word! Along with ‘Brand’ and ‘Strategy’

  3. purchase insights usage insights owner insights product insights brand insights cultural insights consumer insights future insights market insights

  4. Why insights are important Strong insights often lead to great work.Not all the time, but enough to make them worthwhile

  5. Idea Insight • Sony - Balls • Guinness - Noitulove • Honda - Cog • Budweiser - Whassup • Orange Film Board • Fox Sports Net • Nike - Tag • Subservient Chicken • Apple - 1984 • Ikea - Lamp • Honda - WhatIf? • Honda - Grr

  6. in•sight |'in¡sït| NounThe capacity to gain an accurate and deep intuitive understanding of a person or thing

  7. in•sight•ful|in-sahyt-fuhl| AdjectiveCharacterised by or displaying insight; perceptive

  8. Diageo’s definition An insight is a penetrating observation about consumer behaviour that can be applied to unlock growth

  9. Stuff WCRS planners said, when asked… “A new Point of View that’s immediately recognisable” “An insight is NOT an observation - it explains why, rather than just observing that people do something” “It must be cause AND effect - insights prompt effect” “Insights... They’re things that other people think of, then you immediately wish you had”

  10. insight Disruption Observation

  11. My Opinion (as of yesterday) An insight is arevelation that produces great work(there should be a degree of “Fuck me. I never thought of it like that!”)

  12. Judging your insight… Will people get it?Is it something new?Is it simple enough?Can you support it?Will it effect change?

  13. Write it on a blank sheet of paper, with no supporting words Is it still interesting?

  14. How to find insights… To be fair, good insights are usuallyhard to find…

  15. Research ≠ Insights

  16. Discovery » Insights (research being one tool for discovery)

  17. Don’t pretend it’s an insight when it’s not! (you’ll only get found out)

  18. Some examples...

  19. Burger King Crispin Porter & Bogusky Employed a social scientist

  20. California Milk Board Goodby Silverstein & Partners Used a deprivation study

  21. The AA HHCL Talked to the phone operators,instead of just customers

  22. EDS Fallon Found an insight within comments from the CEO

  23. HP iPod Goodby Silverstein & Partners Delved into people’s playlists

  24. Volkswagen Arnold, Boston A Creative Director reminiscing

  25. Game Show Network Chiat Day, San Francisco A group outing that inspired the campaign

  26. Two final examples... Proof that insights aren’t always the answer

  27. British Airways Saatchi & Saatchi Great ad - no insight!

  28. Insights are often unrecognised fundamental human truths. So begins the section on “insight” from the Saatchi & Saatchi’s APG paper for British Airways in 1993...

  29. The central nerve that runs through people's emotional attitudes to flying is that it brings people, families and loved ones together. The emotional insight:

  30. Having excavated all the data and figures on British Airways, we felt that the most compelling 'megafact' about it was still that BA is chosen by more flyers internationally than any other airline - 25 million passengers, of all nationalities, fly with BA each year. The ‘size’ insight:

  31. It is often said that creativity is the result of two previously unrelated thoughts crashing together. We combined these two emotional and rational insights and got a potential contradiction in terms. A 'caring megafact', so to speak. British Airways brings 25 million people to other people all around the world every year.

  32. Boots Suncare Mother Lovely observation, or great insight?

  33. Finally, don’t get too hung up on them Many insights arecreative rather than strategic Many great ads contain ideas but not insights Just make sure your briefs are really clear andcontain something that is useful to creatives!

  34. insights The End Thanks!

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