A Hunter's Guide To BS-Free Insights

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  • 1. A HUNTER’S GUIDE TOBULLSH*T-FREE INSIGHTS Tom Morton, chief strategy officer, Havas Worldwide NY @tommorton
  • 2. “Miserable is what yourwhole crew will be,if you‟re not original andyou show no strategy.” A Tribe Called Quest Word Play
  • 3. INSIGHT IS ONE OF THE MOST VALUABLECURRENCIES IN ADVERTISING
  • 4. “Nothing is so powerful as aninsight into human nature . . . whatcompulsions drive a man, whatinstincts dominate his action . . . ifyou know these things about aman you can touch him at thecore of his being.” Bill Bernbach
  • 5. LIKE ALL CURRENCIESINSIGHTS CAN BE DEVALUED
  • 6. HOW TO SPOT A BAD INSIGHT
  • 7. “Natalie is “She is a busy, on-the-an ISFJ.” go mom who is always looking for me-time.”THE TARGET CONSUMERWHO ISN’T AN ACTUAL HUMAN BEING
  • 8. “Teens want the ability “People feel thatto customize and inner beauty ispersonalize food in their most important.”own way.”THE DEEP TRUTHTHAT DOESN’T SCRATCH THE SURFACE
  • 9. “Flossing regularly makes “People get tiredmy teeth cleaner and by the end ofmakes me feel more the day.”confident about my mouth.”THE UNIQUE TRUTHTHAT ISN’T UNIQUE (OR TRUE)
  • 10. INSIGHTS NEED TO BETRUE FLASHES OF INSIGHT
  • 11. Insight: a penetrating observation aboutconsumer behavior that can unlock growth.DiageoInsight: an astonishing disclosure about realpeople, the brands they use or the world theylive in that compels a change in their behavior.Richard Huntington, Saatchi & Saatchi
  • 12. INSIGHT HUNTING MEANSDEFYING CONVENTION
  • 13. “All great truths begin asheresies.” George Bernard Shaw
  • 14. INSIGHTS AREN’T JUST SAID, THEY’RE FELT
  • 15. When the intellect articulates what the gut hasalways felt.Unilever ConsultantInsight (n.) The act of apprehending the innernature of things or of seeing intuitively.Webster’s dictionary
  • 16. Axe: every guy pines for„the one that got away‟ Axe – Fear No Susan Glenn
  • 17. THE QUICKEST WAY TO INSIGHT IS TOREFRAME THE PROBLEM
  • 18. UK Road Safety: the 30mph speed limitis the highest speed at which mostpedestrians will survive a collision UK Road Safety – It‟s 30 For A Reason
  • 19. Milk: most people don‟t even noticemilk when it‟s there, but they reallymiss it when it‟s not Got Milk – Aaron Burr
  • 20. THERE IS MORE INSIGHT IN THE NEGATIVEAND CONTRADICTORY SIDE OF HUMANNATURE THAN THERE IS IN THE SUNNY SIDE
  • 21. Nicorette: most attempts to quitsmoking are unplanned andchaotic, so quitting sucks Nicorette – Shark
  • 22. BGH Air Conditioners:heat makes us undignified BGH Air Conditioners: Dads In Briefs
  • 23. “Out of the crookedtimber of humanity,no straight thing wasever made.” Immanuel Kant
  • 24. LOOK BEYOND THE CONSUMERAND OUT IN TO CULTURE
  • 25. The Beetle is a humble alternative to the excesses of Detroit
  • 26. Every generation of young people thinks it can change the world
  • 27. LOOK TO THE DEEP TRUTHS OF THE BRAND
  • 28. Johnnie Walker: an individual entrepreneurwho strides across the bottle Johnnie Walker: The Man Who Walked Around The World
  • 29. Dos Equis: Vienna-style beer brewedby Germans in Mexico to celebratethe dawn of a new century.
  • 30. Ritz Crackers: offering ordinarypeople a taste of the good timesAtlantic City: a city built on freedom
  • 31. Q. What are the greatest hits of the brand? Q. What was the magic of the brand when it was at its peak? Q. What are the truths of the brand that are staring us in the face?THE MAGIC QUESTIONS
  • 32. AND FINALLY… NOT EVERY GREAT IDEADEPENDS ON A GREAT INSIGHT
  • 33. Budweiser – Whassup? Burger King – Subservient Chicken Guinness – noitulovE Honda – Cog Ikea - Lamp Nike – Tag Orange – Film Board Sony – BallsCANNES GRAND PRIX WINNERSNOT BASED ON INSIGHTSCourtesy of Simon Law, Fabric Worldwide