This document discusses what insights are and how to develop them. It defines insights as a deep intuitive understanding of people that explains why they do something rather than just observing behavior. Good insights are fundamental human truths that are immediately recognizable to others. The document provides examples of insights that led to new ideas for products. It emphasizes looking outside of marketing to gain insights by understanding consumer behavior, psychology, and culture. It also notes that the language used to convey an insight is important for its potential to influence and evoke emotion.

1. in{sight}

3. there is a simpler way to
understand the world...

4. Can you
spot the
differences?

5. Can you
spot the
similarities?

6. The World can fit
into your hand if
you have in-sight

7. Generally, “insights” is just a
horribly misused word!
along with “Idea” and “Strategy”

8. insight ≠ research

9. insight ≠ fact

10. insight > observation

11. insight < ideainsight < idea

12. in{sight}
Noun
The capacity to gain an accurate and deep
intuitive understanding of a person or thing.

13. “I want to escape the limitations of my daily routine life and
enjoy the activity of fantasizing about alternative identities,
lives, or positions”. Madonna

14. “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

15. The same insight can lead to many (different) ideas

16. 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?

17. insight = Dive Deeper

18. KNOW
THINK
FEEL
BELIEVE
Research
Planning
What people...
Marketing

19. Understanding people...
Consumer
Behavior
Culture
Psychology
Evolution

20. Insights are often unrecognized fundamental
human truths.

21. Different kind of Insights

22. Don’t forget to search for Shopper Insights

23. •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!

24. Examples > reality

25. “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

26. insight < idea

27. “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

28. insight < idea

29. “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

30. insight < idea

31. “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

32. insight < idea

33. 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”?

34. Insight’s Vilains
Look Inside
Marketing
Think you
“know everything”
about Consumers
Taking Consumers
Literally
Being worried
only about
purchase intention

35. Insight’s Heroes
Look Outside
Marketing
Laddering Up
Benefits
Think & Use
Metaphors
View Conclusions as
Beginnings

36. “[...] 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, WPP
http://www.wpp.com/wpp/marketing/marketresearch/why-is-a-good-insight-like-a-refrigerator.htm

37. Insightful Books about Insights

38. ευχαριστώ*
antonis.kocheilas@me.com
*thank you