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Where is the insight? 
Client Creative Planner Researcher
It’s the same place where your 
idea ends up…
Create 
Insight 
Creatively
Everything is worse than before
We don’t talk anymore…
Economies of sameness
We are still selling
“I have never made my 
discoveries through the 
process of rational 
thinking” 
- Big Albert E.
1. Mistaking popularity for relevancy
It’s more 
important 
to be 
interesting 
than right
The best work came from the 
7th most “relevant” insight
2. The agency is supposed to make it 
interesting
“Brief” 
Hopeful 
planners 
desk 
research 
Creative 
development 
Testing 
Circle of death 
Not 
interesting 
Not 
intere...
3. Everyone hates research 
(as we know it)
Ooh. They have Starbucks… 
Kill me Kill me 
Kill me 
Kill me 
Kill me 
Kill me 
Kill me 
Kill me
Insight, strategy 
& creativity is 
everyone’s 
responsibility
What if we treat 
insight 
development 
like creative 
development?
A great insight 
is 50% of an 
idea 
So why don’t 
we nurture them 
the same way?
“Brief” 
Hopeful 
planners 
desk 
research 
Creative 
development 
Testing 
Cycle of death 
Stop doing this
Listen more 
Co-create more 
insights & ideas 
earlier 
Better 
briefs 
Awesome 
ideas 
The creative 
opportunity 
starts ...
2. Brainstorm 
potential 
insights 
Use wisdom 
Provoke 
Anticipate 
Create insights you 
would want to work 
on
3. Insights as 
conversation 
starters 
Sculpt & test for 
interestingness
4. Celebrate 
category 
insights as 
much as 
consumer ones
5. Remix & 
reframe insights
6. Interesting & 
interested 
people only 
please
Be more 
proactive with 
insight, be 
creative… 
GO LARGE: Leap into it 
on a new project 
START SMALL: Use 
invented insi...
andrew.ho@facegroup.com 
CHEERS
Face: The Problem Isn't Your Creatives, It's How You Get Your Insight
Face: The Problem Isn't Your Creatives, It's How You Get Your Insight
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Face: The Problem Isn't Your Creatives, It's How You Get Your Insight

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Creativity isn't just the responsibility of advertising agencies. The struggle for brands to discover relevant ways to connect with consumers starts by infusing more creative approaches earlier in the innovation journey, i.e. from the insight development process.

Too often we dwell in familiar territory, and it takes an injection of creativity into the insight process to get richer rewards.

In our session, Face shares eight key principles for uncovering new ground and delivering fresher and deeper insight. These principles can be applied on any project, big or small, local or international.

Learn how to ask more interesting questions to get more interesting answers from consumers, and provide your team with a stronger platform for strategic inspiration and creative fuel.

Published in: Marketing
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Face: The Problem Isn't Your Creatives, It's How You Get Your Insight

  1. 1. Where is the insight? Client Creative Planner Researcher
  2. 2. It’s the same place where your idea ends up…
  3. 3. Create Insight Creatively
  4. 4. Everything is worse than before
  5. 5. We don’t talk anymore…
  6. 6. Economies of sameness
  7. 7. We are still selling
  8. 8. “I have never made my discoveries through the process of rational thinking” - Big Albert E.
  9. 9. 1. Mistaking popularity for relevancy
  10. 10. It’s more important to be interesting than right
  11. 11. The best work came from the 7th most “relevant” insight
  12. 12. 2. The agency is supposed to make it interesting
  13. 13. “Brief” Hopeful planners desk research Creative development Testing Circle of death Not interesting Not interesting
  14. 14. 3. Everyone hates research (as we know it)
  15. 15. Ooh. They have Starbucks… Kill me Kill me Kill me Kill me Kill me Kill me Kill me Kill me
  16. 16. Insight, strategy & creativity is everyone’s responsibility
  17. 17. What if we treat insight development like creative development?
  18. 18. A great insight is 50% of an idea So why don’t we nurture them the same way?
  19. 19. “Brief” Hopeful planners desk research Creative development Testing Cycle of death Stop doing this
  20. 20. Listen more Co-create more insights & ideas earlier Better briefs Awesome ideas The creative opportunity starts here 1. Turn things upside down and do this…
  21. 21. 2. Brainstorm potential insights Use wisdom Provoke Anticipate Create insights you would want to work on
  22. 22. 3. Insights as conversation starters Sculpt & test for interestingness
  23. 23. 4. Celebrate category insights as much as consumer ones
  24. 24. 5. Remix & reframe insights
  25. 25. 6. Interesting & interested people only please
  26. 26. Be more proactive with insight, be creative… GO LARGE: Leap into it on a new project START SMALL: Use invented insights as a more interesting warm up in any research
  27. 27. andrew.ho@facegroup.com CHEERS

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