DSMT - Insight creation

Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Digital Strategist’s Mental Toolkit: Insight creation_ Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Key points_ What this section will cover: • Insight definition • Triggers and tools • Making the decision Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Definition of an insight_ An unexpected but simple universal tension that exists between the target and the product Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Definition of an insight_ Aha! Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Definition of an insight_ Insights aren’t so much created as they are triggered. Photo: http://www.flickr.com/photos/47292975@N05/4398070128

A great insight_ People don’t want a quarter-inch drill, they want a quarter-inch hole. Jeremy Bullmore, WPP Photo: http://www.flickr.com/photos/47292975@N05/4398070128

A great insight_ Virgin Express is inexpensive but not cheap. Source: PSFK Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Insight triggers_ • Gather raw material • Intake and ruminate • Look for commonalities • Find and explore relationships that have tension or unresolved issues • Search for outliers, incongruities • Debate and discuss with everyone Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Insight triggers_ • Debate with a team member • Engage in mental simulation • Use metaphor and analogy • Do storytelling • Improvise the answer Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Trigger tools_ 1. Assume a beginners mindset – Don’t judge information as it comes in – Question everything – Really listen and take in the information Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Trigger tools_ 2. What, How, Why method – What is the information you are looking at? What is happening? – How is it relevant? How many ways can it be interpreted? – Why should it be considered? Why is it happening? Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Trigger tools_ 3. Madlib – Play with combinations and templates to trigger thoughts – [consumer] needs to [utility] because [external force] Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Trigger tools_ 4. K-J Technique – Eliminate team bias through silence – Allows for generation and classification of many ideas Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Trigger tools_ 5. Constrained brainstorming – Better than standard brainstorming – Allow criticism, devils advocate, constraints – Results in better insight generation Photo: http://www.flickr.com/photos/47292975@N05/4398070128

Decision making with limited input_ How will you know if you have to go with what you have? • Engage in mental simulation • Use metaphor and analogy • Do storytelling • Improvise the answer Go with your gut. Photo: http://www.flickr.com/photos/47292975@N05/4398070128

DSMT - Insight creation

by Scott Suthren on May 29, 2012

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