Insights 10 principles

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  • 1. Library Material de apoyo moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 2. Insights: 10 principles by Johannes Hartmann The speaker, Johannes Hartmann, Vice-President of Corporate Marketing for Estée Lauder companies in Asia Pacific said that companies should be able to distinguish insights from information. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 3. Principles to recognize insights moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 4. 1. Insight is a verb. Insight is not just a noun. It is something that you have to do in the continuous process. It also requires a time and big changes in a company. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 5. 2. Insight is something that happens in you. Insight means that something new is created in your brain. It gives you a very positive feeling. Insight is a very surprising moment of something that you haven’t recognized before. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 6. 3. Insight is not just about observation Insight connects you with people and makes you feel doing something meaningful. It’s much more fundamental than just an observation. Insight gives you a pleasure and emotional gratification. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 7. 4. Insights are not about numbers How can you measure peoples’ smiles? Sometimes these things that really make sense cannot be measured. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 8. 5. Insights generation needs to be inclusive Insight itself is not enough. It requires a process that involves people of a company. The more people you bring in this process, the more effective the outcome is. Insight is not a separate entity, but a part of a business process. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 9. 6. Insights requires process methodology It’s not just a methodology, but a methodology that is linked to a process. To develop insights, you need to bring people together. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 10. 7. Insights come from consumers, not from products Rather than focusing on your product, you should think about consumer needs. Think from a consumer perspective rather than from category perspective! moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 11. 8. Insights gathering needs to connect first and to persuade later Listen first! In a search for insights, try first to relate to people from the emotional side, before you try to sell them anything. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 12. 9. Insights requires a holistic approach Ask yourself: What is our business problem? What are the restrictions? What is the competitive landscape? What is the context? Try to involve many people in insight research and make them think more in consumer terms, rather than in methodological terms. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 13. 10.  Insight is built on trust You are dealing with human beings who need protection. So try to establish and to maintain the trust. moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 14. Principles to recognize insights http://en.eyeka.net/2011/02/insights-10-principles/ moodvertising @moodvertisingmiércoles 23 de marzo de 2011
  • 15. Sí te gustó la presentación, compartila con alguien que también la encuentre útil e invitalo a unírse a Moodvertising. moodvertising @moodvertisingmiércoles 23 de marzo de 2011