HOW TO BE INSIGHTFUL                       Ross Cidlowski 9.15.2011   1
CONTENT      I. Insights?      II. Principles of being insightful      III. Application                                   ...
Insights are profound human truthsspecific about people, categories,products, businesses, and brandsthat are presented in ...
INSIGHTS IMPROVE OUR BATTING AVERAGE                                       4
INSIGHTS ARE ULTIMATELY WHAT PLANNERS  ARE JUDGED BYbetter insights   better creative ideas   better business             ...
Insights are ways to demonstrate thatwe planners make stuff, what acampaign/engagement is built on andout of, and reinforc...
PLANNERS SAY INSIGHTS ARE...•“ A great revelation that produces great work”•“Not merely an observation, it explains why ra...
GOOD INSIGHTS DO SOMETHINGAt least 1 of 2 things, ideally both:  •Uncover a new way of thinking  •Make connections where t...
ISNT / IS             ISNT             Kids like to build stuff. Parents like when             their kids build things bec...
INSIGHTS COME FROM ALMOST ANYWHERE                                                     10                                 ...
AND ANYONE                         Creatives   Significant other                                                Overheard ...
GOOD INSIGHTS CAN LEADS TO GREAT WORK(When talking about convertibles) “everyone thinks beach and sun, but at night its li...
GOOD INSIGHTS CAN LEADS TO GREAT WORK(When talking about convertibles) “everyone thinks beach and sun, but at night its li...
CULTIVATING INSIGHTS MEANS KNOWINGHOW AND WHERE TO LOOK                                     13
“Creativity is aboutwhat you take away,not what you put in.”-Pablo Picasso                        14
PRINCIPLES OF BEING INSIGHTFUL                                 15
FOCUS ON OBSERVATION                       Observations are the starting points for insights                       More ob...
BUILD A NETWORKThe best way to developobservations is to talk with others.Create a network by talking to anew person each ...
TRIAL & ERROR BEATS THE LONG GENIUS                                          >BEST CASE SCENARIO                          ...
CATALOG EVERYTHING                 Insights can sell the planning journey, but first it                 must be documented...
USE PROVOCATIVE STIMULUS                          >                              You shouldn’t be                         ...
LEVERAGE OBSERVATIONS IN YOUR OWN LIFE  Talk to the people you know. Thats   Books don’t just furnish a room -  the way go...
CREATE OBSERVATIONS WHEN NEEDEDInsights don’t have to be expensive or come with 8-weektimelines                           ...
THE HIDDEN TRUTH SPEAKS LOUDEST   “Americans really prefer big, yet   sporty cars. They like quality made,   large cars th...
SEEK UNIVERSAL BELIEFS                                      24Source: Simon Silvester YR
PRINCIPLES OF BEING INSIGHTFUL1. Observations are more plentiful and actionable2. Create a network to stress test thoughts...
APPLYING THE PRINCIPLES                          26
DETERMINE YOUR AUDIENCE                         Who is the insight for?                         •Client                   ...
DON’T REFLECT REALITY“It’s illuminating & romantic”                                 28
CREATE REALITY                 29
SAY ONLY ONE THING                     30
TALK TO EVERYONE AND YOU TALK TO NOONE                                 Source:Simon Law   31
ALWAYS GET PEOPLE TO DO SOMETHING                                    32
KEEP IT SIMPLE                 33
YOU CAN CREATE STATISTICS AS WELL ASREPORT THEM                                       34
IF YOU DON’T KNOW WHERE YOU ARE GOING,ALL ROADS ARE EQUALLY GOOD                                         35
LINK SIMPLE OBSERVATIONS & BUILDSOMETHING BIGGER                                   36
ADMIT YOUR FAILURES                      37
DIG DEEP FOR FACTUAL SUPPORT POINTS  90% OF FOOD GROWN  IN ETHIOPIA DOESNʼT  FEED ETHIOPIANS                              ...
NO ARMY IS AS POWERFUL AS AN IDEAWHOSE TIME HAS COME                                    39
TEST ITWrite the insight on a blank sheet of paper with nosupporting words.IS IT STILL INTERESTING?                       ...
SOME PARTING THOUGHTS...•Observations are the starting points to insights•Its crucial to use evidence to track and share t...
42
THANK YOU            43
REFERENCESSimon Silvester - Y&RGareth Kay - ModernistaSimon Law - True Worldwide - http://www.simon-law.com/archives/13APG...
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How to be Insightful

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Repurposed OLD insight deck for new planning blood. Purpose was to incite conversation on what good work is, how we get there, and what its like on they way. Attempted to attribute all appropriate folks.

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  • telescope\nmoment of zen / clarity\n
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  • insights - capacity to gain an accurate and deep intuitive understanding of a person or thing\n\n
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  • Insights are important!!!!! because strong insights often lead to great work.\nNot all the time, but enough to make them worthwhile\n\nAnd if we dont, it often comes back on the creative, or the planner\n\nevidence is crucial\n\n
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  • “A penetrating observation about consumer behavior that can be applied to unlock growth” - Diageo\n\nNot an observation, it explains why rather than just observing that people do something\nAt must be cause and effect - insights prompt effect\nInsights... they’re things that other people think of, then you immediately wish you had\n
  • And its not just for us or the clients its for creatives\n\nits something that needs a degree of ‘perceptive’ in there, can’t be too obvious - it just cant be an observation\n
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  • This is by no means an exhaustive list, and may contain some areas that dont make for particularly good insights, but hey you never know\n\nConsumers - Behaviors, attitudes, emotions, archetypes\nCultural - collective human intellect, analogs, cultural trends\nFuture - Trends, and emerging thoughts, behaviors and themes\nProduct - Usage, truths or design\nBrand - perceptions, truths around a brand\nMarket - competitive dynamics, category sciences, \nPurchase - buying habits\nUsage - engagement & usage patterns\nOwner - characteristics of ownership\n\nCan have a combination of both of these\n
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  • An insight is a great revelation that produces great work\n\nNo one understands or particularly cares about IT oursourcing. Bringing together information, ideas and technologies is a bit like herding cats.\n
  • its rarely on the surface\nFinding insights means digging deeper and discovering more\n
  • BANKSY \n
  • not commandments, something squishy, fluid and flexible - playdough? / something fluid / pizza dough --> baking\n
  • sunglasses reflecting images\nsomething reflecting\nSpotlight image\n\n
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  • Kindergarten building experiment, About doing more with more at hhcc, the lone ranger is dead, its a journey that takes patience and time\n\n
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  • Books furnish a room. They form persistent memories, determine imagination, provide enriching narratives and display of connecting with histories and cultures. Its a snapshot of one’s interests.\n
  • create observations to find insights\nGet out there and observe (hint: research)\nFind out when people use the product, and talk through their usage\n\nInsights don’t have to be expensive or come with 8-week timelines. To understand the personalities\nof different luxury car owners, we simply photographed and analyzed their personal license plates.\n
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  • DIRT IS GOOD\n
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  • what are the steps to get there and the best way to bring to life?\n
  • most marketing is just a reflection of existing consumer attitudes\n
  • most marketing is just a reflection of existing consumer attitudes\n
  • Came from a deprivation study, the insight was that milk is best with food\n
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  • End of 2010 Subway had more restaurants than mcdonalds\n
  • SMALL IS MORE FUN\n\n
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  • People like to listen to music when they run - (ok its an observation)\n\n
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  • came from a social scientist\n
  • WHAT THEY DO< HOW TO APPROACH IT, HOW TO EXPRESS THEM\nrue or false: insights could be considered as a way for planning departments to demonstrate that they too make stuff, that the campaign is built on and out of this stuff and that therefore clients should pay for planning?\nCultivating insights - investigation, interrogation, experience\nHow do we judge insights? \nEvidence is crucial (use data) in validating insights for clients\n\nOne key insight or as many collectible objects as possible? Good work often comes from a collection of insights\n\nWe talked about finding insights, but presenting insights is often just as undervalued\n\nDon’t get too hung up on them, make sure the briefs are really clear and contain SOMETHING useful to creatives.\n\n
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  • How to be Insightful

    1. 1. HOW TO BE INSIGHTFUL Ross Cidlowski 9.15.2011 1
    2. 2. CONTENT I. Insights? II. Principles of being insightful III. Application 2
    3. 3. Insights are profound human truthsspecific about people, categories,products, businesses, and brandsthat are presented in a freshstimulating way. 3
    4. 4. INSIGHTS IMPROVE OUR BATTING AVERAGE 4
    5. 5. INSIGHTS ARE ULTIMATELY WHAT PLANNERS ARE JUDGED BYbetter insights better creative ideas better business Nice try.... but how planning creative about another round of development? 5
    6. 6. Insights are ways to demonstrate thatwe planners make stuff, what acampaign/engagement is built on andout of, and reinforce why clients pay forplanning 6
    7. 7. PLANNERS SAY INSIGHTS ARE...•“ A great revelation that produces great work”•“Not merely an observation, it explains why rather than just observing that people do something”•“It must be cause AND effect - insights prompt effect”•“Insights....they’re the things that other people think of, then you immediately wish you had” 7 Source: Simon Law
    8. 8. GOOD INSIGHTS DO SOMETHINGAt least 1 of 2 things, ideally both: •Uncover a new way of thinking •Make connections where there previously werent any 8
    9. 9. ISNT / IS ISNT Kids like to build stuff. Parents like when their kids build things because it keeps kids busy and teaches them how to problem solve. IS Parents believe that children who are creative problem solvers will do better and achieve more in their personal and professional lives. 9
    10. 10. INSIGHTS COME FROM ALMOST ANYWHERE 10 Source: Simon Law
    11. 11. AND ANYONE Creatives Significant other Overheard on theAccount “paper pusher” street The front desk Mom 11
    12. 12. GOOD INSIGHTS CAN LEADS TO GREAT WORK(When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in aspace ship” - Lance Jensen 12
    13. 13. GOOD INSIGHTS CAN LEADS TO GREAT WORK(When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in aspace ship” - Lance Jensen 12
    14. 14. CULTIVATING INSIGHTS MEANS KNOWINGHOW AND WHERE TO LOOK 13
    15. 15. “Creativity is aboutwhat you take away,not what you put in.”-Pablo Picasso 14
    16. 16. PRINCIPLES OF BEING INSIGHTFUL 15
    17. 17. FOCUS ON OBSERVATION Observations are the starting points for insights More obvious than insights Sometimes more applicable than insights Simple ways to start conversations 16
    18. 18. BUILD A NETWORKThe best way to developobservations is to talk with others.Create a network by talking to anew person each week aboutyour observations. Go outsideyour discipline or account. 17
    19. 19. TRIAL & ERROR BEATS THE LONG GENIUS >BEST CASE SCENARIO WORST CASE SCENARIO•Finding observations and insights is journey •Even the Lone Ranger had a partnerthat takes patience, time & persistence•One must embrace failure & fail harder •Working solo encourages swinging for fences•Kindergarteners can beat the MBAs •The most dangerous idea is the one not shared 18
    20. 20. CATALOG EVERYTHING Insights can sell the planning journey, but first it must be documented •Creating a living breathing document (or space) can capture the essence of the problem, thoughts & more developed thoughts •Cataloging helps us avoid under & overcooking things •Allows us to quickly step back and see resonant thoughts •Quickly bring others up to speed •Sometimes need to see all the things you could have done to know where to go next 19
    21. 21. USE PROVOCATIVE STIMULUS > You shouldn’t be using this sort of …But that’s the …zzzzzz… world we live…yeah right… argument. It’s not ethical… in… 20
    22. 22. LEVERAGE OBSERVATIONS IN YOUR OWN LIFE Talk to the people you know. Thats Books don’t just furnish a room - the way good copywriters have they form persistent memories, always done it. (blasphemy) determine imagination, and display our connection to histories and cultures. Source:Paragraph Project 21Source: Simon Silvester YR
    23. 23. CREATE OBSERVATIONS WHEN NEEDEDInsights don’t have to be expensive or come with 8-weektimelines To understand the meaning of beauty today, one agency simply asked women to tell them. To understand the personalities of different luxury car owners, one agency simply photographed and analyzed their personal license plates. Source:Paragraph Project 22
    24. 24. THE HIDDEN TRUTH SPEAKS LOUDEST “Americans really prefer big, yet sporty cars. They like quality made, large cars that have strong engines and big bodies to help them feel safe.” Americans have a love affair with driving. While they put safety first for their families, what they really want is vehicle that can own the road. Its really about feeling inSource: Simon Silvester YR control in a way that matches your 23
    25. 25. SEEK UNIVERSAL BELIEFS 24Source: Simon Silvester YR
    26. 26. PRINCIPLES OF BEING INSIGHTFUL1. Observations are more plentiful and actionable2. Create a network to stress test thoughts3. Trial & error always beats a lone genius4. Catalog everything as looking back is equally important5. Provocative stimulus leads to better insights7. Leverage insights in your own life6. Create observations if you must7. The hidden truth always speaks the loudest8. Seek universal beliefs that are simple and resonant 25
    27. 27. APPLYING THE PRINCIPLES 26
    28. 28. DETERMINE YOUR AUDIENCE Who is the insight for? •Client •Account •Creatives What is the best way to bring to life? 27
    29. 29. DON’T REFLECT REALITY“It’s illuminating & romantic” 28
    30. 30. CREATE REALITY 29
    31. 31. SAY ONLY ONE THING 30
    32. 32. TALK TO EVERYONE AND YOU TALK TO NOONE Source:Simon Law 31
    33. 33. ALWAYS GET PEOPLE TO DO SOMETHING 32
    34. 34. KEEP IT SIMPLE 33
    35. 35. YOU CAN CREATE STATISTICS AS WELL ASREPORT THEM 34
    36. 36. IF YOU DON’T KNOW WHERE YOU ARE GOING,ALL ROADS ARE EQUALLY GOOD 35
    37. 37. LINK SIMPLE OBSERVATIONS & BUILDSOMETHING BIGGER 36
    38. 38. ADMIT YOUR FAILURES 37
    39. 39. DIG DEEP FOR FACTUAL SUPPORT POINTS 90% OF FOOD GROWN IN ETHIOPIA DOESNʼT FEED ETHIOPIANS 38
    40. 40. NO ARMY IS AS POWERFUL AS AN IDEAWHOSE TIME HAS COME 39
    41. 41. TEST ITWrite the insight on a blank sheet of paper with nosupporting words.IS IT STILL INTERESTING? 40
    42. 42. SOME PARTING THOUGHTS...•Observations are the starting points to insights•Its crucial to use evidence to track and share thoughts with others as you build insights•Never rest on an observation, use growing evidence to continually validate insights•Trial and error always leads somewhere better•Determine the real audience when considering presenting insights•Keep it simple, say one thing•Create reality rather than just reflecting it•Get them to do something (creatives and consumers) 41
    43. 43. 42
    44. 44. THANK YOU 43
    45. 45. REFERENCESSimon Silvester - Y&RGareth Kay - ModernistaSimon Law - True Worldwide - http://www.simon-law.com/archives/13APG - UK 44
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