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5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
5 insights & foresights
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5 insights & foresights

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  • 1. Insights &amp; Foresights<br />Chandradeep (CD) Mitra<br />C PipalMajik<br />
  • 2. Understanding Insight<br />Insight is the most abused term <br />in strategic thinking. <br />Used unwisely it often <br />leads to banal understanding.<br />However, this is critical to the <br />discipline of strategic thinking and <br />is worth spending time to understand.<br />C PipalMajik<br />
  • 3. Marketing that fails to recognize the truth <br />of a consumer’s relationship with a product or category <br />does not connect at a visceral level and <br />consequently does little or nothing to <br />shift consumer perceptions or behaviour.<br />The truth is there to be found, <br />but may not be apparent or visible at first glance.<br />The emperor is naked and no one has noticed it.<br />C PipalMajik<br />
  • 4. The Truth isn’t always easy to find!<br />C PipalMajik<br />
  • 5. Searching for Insights<br />Interrogating an issue till the truth comes out.<br />Seeking truths that are beyond mere facts.<br />Truths that have an emotional component.<br />C PipalMajik<br />
  • 6. “Curiosity has its own reason for existing”<br />Albert Einstein<br />C PipalMajik<br />
  • 7. What is a “Consumer Insight”?<br />An understanding of the cause <br />of a specific consumer belief or behaviour <br />that can be used to develop <br />a more effective connection to that consumer.<br />C PipalMajik<br />
  • 8. “At the heart of an<br /> effective creative philosophy is the belief that nothing is so powerful as an insight <br />into human nature, what compulsions drive a man, what instincts <br />dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being”<br />Bill Bernbach<br />C PipalMajik<br />
  • 9. “In my factory I produce lipsticks. In the drugstore I sell hope”<br />Charles Revlon<br />C PipalMajik<br />
  • 10. Should we know the cosmetic market? Or should we understand the contours of hope &amp; desire?<br />C PipalMajik<br />
  • 11. Partially Hidden Human Truths that Resonate with Consumers<br />C PipalMajik<br />
  • 12. “If you believe that there’s only one answer, you’ll stop looking and thinking as soon as you come up with your first answer”Von Oech<br />C PipalMajik<br />
  • 13. “All there is to thinking is seeing something noticeable which makes you see something you weren’t noticing which makes you see something that isn’t even visible”Norman Maclean<br />C PipalMajik<br />
  • 14. “All truths are easy to understand <br />once they are discovered, <br />the point is to discover them.” <br />Galileo<br />C PipalMajik<br />
  • 15. Searching for Hidden Truths<br />C PipalMajik<br />
  • 16. Truths can come from anywhere…<br />C PipalMajik<br />
  • 17. C PipalMajik<br />
  • 18. The Truth can be Subjective<br />C PipalMajik<br />
  • 19. In most fields of human endeavour, the chances of finding a solution or uncovering the truth are increased as more perspectives are taken into account<br />C PipalMajik<br />
  • 20. The Process of Triangulation<br />C PipalMajik<br />
  • 21. The Client’s <br />Business Perspective<br />The Opinions and Prejudices of the Target Audience<br />Truth<br />The Agency’s <br />Creative Perspective<br />C PipalMajik<br />
  • 22. Insights should be involving<br />As people grow older <br />cynicism replaces curiosity<br />C PipalMajik<br />
  • 23. Insights should have depth<br />Indians place more importance <br />on symbolic protection than real protection<br />C PipalMajik<br />
  • 24. Insights should be true to human nature<br />Solitude is not loneliness, <br />it’s often coveted.<br />Every human being wants <br />to feel they have value.<br />C PipalMajik<br />
  • 25. Insights should be widely shared<br />Tribalism affect even <br />the most well-heeled.<br />(American Express)<br />C PipalMajik<br />
  • 26. Insights should identify with a Moment of Truth<br />The bill is the lowest point <br />in mobile telephone usage.<br />C PipalMajik<br />
  • 27. Insights should be Differentiating<br />A single picture can <br />instantly change a moment. <br />(Polaroid)<br />C PipalMajik<br />
  • 28. Stages of Ad Research<br />EVALUATION<br />Once the ad in some form is ready<br />DEVELOPMENT<br />Before the ad is ready<br />COMMUNICATION<br />IMPACT<br />After the finished ad is ready and has been released in mass media<br />C PipalMajik<br />
  • 29. Some Personal Learnings<br />C PipalMajik<br />
  • 30. Hamara Bajaj Part 1<br />C PipalMajik<br />
  • 31. Hamara Bajaj Part 1<br />The Trusted Vehicle of the <br />Aspirations of Middle India<br />C PipalMajik<br />
  • 32. Hamara Bajaj Part 2<br />C PipalMajik<br />
  • 33. Hamara Bajaj Part 2<br />Changing India, Unchanging Indianness<br />C PipalMajik<br />
  • 34. SarvaSikshaAbhiyan<br />C PipalMajik<br />
  • 35. SarvaSikshaAbhiyan<br />Children go to school to meet their friends<br />C PipalMajik<br />
  • 36. Jet Airways<br />For every business traveller flying out,<br />A family man flies back home<br />C PipalMajik<br />
  • 37. “Ask an impertinent question, and you are on your way to the pertinent answer”Jacob Brownowski<br />C PipalMajik<br />
  • 38. C PipalMajik<br />What is not a Consumer Insight...<br />An OBSERVERED behaviour or belief:<br /><ul><li>Women care deeply for their children
  • 39. Men believe that they are primary provider
  • 40. Teens believe that they are immortal
  • 41. Children are good at manipulating parents
  • 42. Women have more control over their lives now than they used to</li></li></ul><li>C PipalMajik<br />What is not a Consumer Insight...<br />A SITUATION, OCCASION or SETTING:<br /><ul><li>Her son’s wedding is the biggest event in a woman’s life
  • 43. Teens like hanging out at shopping centres
  • 44. People can get aggressive or violent at their team’s football games
  • 45. Night is when cold seem worst</li></li></ul><li>Beyond Insight…<br />Foresight<br />C PipalMajik<br />
  • 46. &quot;The secret of peering into the future depends on the deepest possible understandingof consumers as people&quot;<br />R Sliver<br />C PipalMajik<br />
  • 47. Insight Vs. Foresight<br />Insight<br />Originated from the words ‘inner sight’<br />Insights are understandings about human nature or culture that bring observations to life<br />Foresight<br />Originated from ‘before sight’<br />Foresights are wisdom to see what is virtuous, or what is possible or likely<br />C PipalMajik<br />
  • 48. C PipalMajik<br />How to garner foresight…<br />Possible source of foresight<br />Traditional consumer insight<br />
  • 49. “We are so busy measuring public opinion that we forget we can mould it.We are so busy listening to statistics we forget that we can create them.”<br />Bill Bernbach<br />C PipalMajik<br />
  • 50. “If I had asked the public what they wanted they would have askedfor a faster horse.”<br />Henry Ford<br />C PipalMajik<br />
  • 51. “Our plan is to lead the public rather than ask them what kind of product they want. The public does not know what is possible, but we do.”<br />Akio Morita<br />C PipalMajik<br />
  • 52. “In the new world of broadband, brands compete with life, not with each other”<br />Nigel Bogle<br />C PipalMajik<br />
  • 53. The Evolving Google Goggles Experiment<br />Text search, then voice search, <br />now visual scan search<br />(mirroring human behaviour?)<br />C PipalMajik<br />
  • 54. Foresights drive the world!<br />C PipalMajik<br />
  • 55. Thank You<br />C PipalMajik<br />

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