5 insights & foresights
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5 insights & foresights

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5 insights & foresights 5 insights & foresights Presentation Transcript

  • Insights & Foresights
    Chandradeep (CD) Mitra
    C PipalMajik
  • Understanding Insight
    Insight is the most abused term
    in strategic thinking.
    Used unwisely it often
    leads to banal understanding.
    However, this is critical to the
    discipline of strategic thinking and
    is worth spending time to understand.
    C PipalMajik
  • Marketing that fails to recognize the truth
    of a consumer’s relationship with a product or category
    does not connect at a visceral level and
    consequently does little or nothing to
    shift consumer perceptions or behaviour.
    The truth is there to be found,
    but may not be apparent or visible at first glance.
    The emperor is naked and no one has noticed it.
    C PipalMajik
  • The Truth isn’t always easy to find!
    C PipalMajik
  • Searching for Insights
    Interrogating an issue till the truth comes out.
    Seeking truths that are beyond mere facts.
    Truths that have an emotional component.
    C PipalMajik
  • “Curiosity has its own reason for existing”
    Albert Einstein
    C PipalMajik
  • What is a “Consumer Insight”?
    An understanding of the cause
    of a specific consumer belief or behaviour
    that can be used to develop
    a more effective connection to that consumer.
    C PipalMajik
  • “At the heart of an
    effective creative philosophy is the belief that nothing is so powerful as an insight
    into human nature, what compulsions drive a man, what instincts
    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”
    Bill Bernbach
    C PipalMajik
  • “In my factory I produce lipsticks. In the drugstore I sell hope”
    Charles Revlon
    C PipalMajik
  • Should we know the cosmetic market? Or should we understand the contours of hope & desire?
    C PipalMajik
  • Partially Hidden Human Truths that Resonate with Consumers
    C PipalMajik
  • “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
    C PipalMajik
  • “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
    C PipalMajik
  • “All truths are easy to understand
    once they are discovered,
    the point is to discover them.”
    Galileo
    C PipalMajik
  • Searching for Hidden Truths
    C PipalMajik
  • Truths can come from anywhere…
    C PipalMajik
  • C PipalMajik
  • The Truth can be Subjective
    C PipalMajik
  • 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
    C PipalMajik
  • The Process of Triangulation
    C PipalMajik
  • The Client’s
    Business Perspective
    The Opinions and Prejudices of the Target Audience
    Truth
    The Agency’s
    Creative Perspective
    C PipalMajik
  • Insights should be involving
    As people grow older
    cynicism replaces curiosity
    C PipalMajik
  • Insights should have depth
    Indians place more importance
    on symbolic protection than real protection
    C PipalMajik
  • Insights should be true to human nature
    Solitude is not loneliness,
    it’s often coveted.
    Every human being wants
    to feel they have value.
    C PipalMajik
  • Insights should be widely shared
    Tribalism affect even
    the most well-heeled.
    (American Express)
    C PipalMajik
  • Insights should identify with a Moment of Truth
    The bill is the lowest point
    in mobile telephone usage.
    C PipalMajik
  • Insights should be Differentiating
    A single picture can
    instantly change a moment.
    (Polaroid)
    C PipalMajik
  • Stages of Ad Research
    EVALUATION
    Once the ad in some form is ready
    DEVELOPMENT
    Before the ad is ready
    COMMUNICATION
    IMPACT
    After the finished ad is ready and has been released in mass media
    C PipalMajik
  • Some Personal Learnings
    C PipalMajik
  • Hamara Bajaj Part 1
    C PipalMajik
  • Hamara Bajaj Part 1
    The Trusted Vehicle of the
    Aspirations of Middle India
    C PipalMajik
  • Hamara Bajaj Part 2
    C PipalMajik
  • Hamara Bajaj Part 2
    Changing India, Unchanging Indianness
    C PipalMajik
  • SarvaSikshaAbhiyan
    C PipalMajik
  • SarvaSikshaAbhiyan
    Children go to school to meet their friends
    C PipalMajik
  • Jet Airways
    For every business traveller flying out,
    A family man flies back home
    C PipalMajik
  • “Ask an impertinent question, and you are on your way to the pertinent answer”Jacob Brownowski
    C PipalMajik
  • C PipalMajik
    What is not a Consumer Insight...
    An OBSERVERED behaviour or belief:
    • Women care deeply for their children
    • Men believe that they are primary provider
    • Teens believe that they are immortal
    • Children are good at manipulating parents
    • Women have more control over their lives now than they used to
  • C PipalMajik
    What is not a Consumer Insight...
    A SITUATION, OCCASION or SETTING:
    • Her son’s wedding is the biggest event in a woman’s life
    • Teens like hanging out at shopping centres
    • People can get aggressive or violent at their team’s football games
    • Night is when cold seem worst
  • Beyond Insight…
    Foresight
    C PipalMajik
  • "The secret of peering into the future depends on the deepest possible understandingof consumers as people"
    R Sliver
    C PipalMajik
  • Insight Vs. Foresight
    Insight
    Originated from the words ‘inner sight’
    Insights are understandings about human nature or culture that bring observations to life
    Foresight
    Originated from ‘before sight’
    Foresights are wisdom to see what is virtuous, or what is possible or likely
    C PipalMajik
  • C PipalMajik
    How to garner foresight…
    Possible source of foresight
    Traditional consumer insight
  • “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.”
    Bill Bernbach
    C PipalMajik
  • “If I had asked the public what they wanted they would have askedfor a faster horse.”
    Henry Ford
    C PipalMajik
  • “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.”
    Akio Morita
    C PipalMajik
  • “In the new world of broadband, brands compete with life, not with each other”
    Nigel Bogle
    C PipalMajik
  • The Evolving Google Goggles Experiment
    Text search, then voice search,
    now visual scan search
    (mirroring human behaviour?)
    C PipalMajik
  • Foresights drive the world!
    C PipalMajik
  • Thank You
    C PipalMajik