5 insights & foresights


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5 insights & foresights

  1. 1. Insights & Foresights<br />Chandradeep (CD) Mitra<br />C PipalMajik<br />
  2. 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. 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. 4. The Truth isn’t always easy to find!<br />C PipalMajik<br />
  5. 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. 6. “Curiosity has its own reason for existing”<br />Albert Einstein<br />C PipalMajik<br />
  7. 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. 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. 9. “In my factory I produce lipsticks. In the drugstore I sell hope”<br />Charles Revlon<br />C PipalMajik<br />
  10. 10. Should we know the cosmetic market? Or should we understand the contours of hope & desire?<br />C PipalMajik<br />
  11. 11. Partially Hidden Human Truths that Resonate with Consumers<br />C PipalMajik<br />
  12. 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. 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. 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. 15. Searching for Hidden Truths<br />C PipalMajik<br />
  16. 16. Truths can come from anywhere…<br />C PipalMajik<br />
  17. 17. C PipalMajik<br />
  18. 18. The Truth can be Subjective<br />C PipalMajik<br />
  19. 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. 20. The Process of Triangulation<br />C PipalMajik<br />
  21. 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. 22. Insights should be involving<br />As people grow older <br />cynicism replaces curiosity<br />C PipalMajik<br />
  23. 23. Insights should have depth<br />Indians place more importance <br />on symbolic protection than real protection<br />C PipalMajik<br />
  24. 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. 25. Insights should be widely shared<br />Tribalism affect even <br />the most well-heeled.<br />(American Express)<br />C PipalMajik<br />
  26. 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. 27. Insights should be Differentiating<br />A single picture can <br />instantly change a moment. <br />(Polaroid)<br />C PipalMajik<br />
  28. 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. 29. Some Personal Learnings<br />C PipalMajik<br />
  30. 30. Hamara Bajaj Part 1<br />C PipalMajik<br />
  31. 31. Hamara Bajaj Part 1<br />The Trusted Vehicle of the <br />Aspirations of Middle India<br />C PipalMajik<br />
  32. 32. Hamara Bajaj Part 2<br />C PipalMajik<br />
  33. 33. Hamara Bajaj Part 2<br />Changing India, Unchanging Indianness<br />C PipalMajik<br />
  34. 34. SarvaSikshaAbhiyan<br />C PipalMajik<br />
  35. 35. SarvaSikshaAbhiyan<br />Children go to school to meet their friends<br />C PipalMajik<br />
  36. 36. Jet Airways<br />For every business traveller flying out,<br />A family man flies back home<br />C PipalMajik<br />
  37. 37. “Ask an impertinent question, and you are on your way to the pertinent answer”Jacob Brownowski<br />C PipalMajik<br />
  38. 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. 39. Men believe that they are primary provider
  40. 40. Teens believe that they are immortal
  41. 41. Children are good at manipulating parents
  42. 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. 43. Teens like hanging out at shopping centres
  44. 44. People can get aggressive or violent at their team’s football games
  45. 45. Night is when cold seem worst</li></li></ul><li>Beyond Insight…<br />Foresight<br />C PipalMajik<br />
  46. 46. "The secret of peering into the future depends on the deepest possible understandingof consumers as people"<br />R Sliver<br />C PipalMajik<br />
  47. 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. 48. C PipalMajik<br />How to garner foresight…<br />Possible source of foresight<br />Traditional consumer insight<br />
  49. 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. 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. 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. 52. “In the new world of broadband, brands compete with life, not with each other”<br />Nigel Bogle<br />C PipalMajik<br />
  53. 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. 54. Foresights drive the world!<br />C PipalMajik<br />
  55. 55. Thank You<br />C PipalMajik<br />