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What makes an 'insight' actually an insight?
This document discusses insights and how to properly define them. It notes that an insight is not just a description, but provides an understanding of a fact by reframing the problem. An insight must fit within the strategic journey as either a problem or solution, be proven true through research, avoid being vague, and explain the underlying cause or "why" rather than just focusing on symptoms. True insights require accurately understanding someone or something at a deep level, going beyond just facts or observations.
What makes an 'insight' actually an insight?
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- 2. Why are wehere? (except for the beer) In our industry, the buzzword is the insight. Everyone’s talking about it, its importance with a tendency to call for one to describe about anything. The insight: They like copper. *sight*
- 3. Disclaimer The insight, notthe importance of the insight. Identifying them, not how to find them.
- 4. First Let’s remove somepreconceptions about the insight
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- 7. The journey Hi hohi ho were off to work we go Objective Problem Insight Unlocks the problem Solution Creative Brief
- 8. The journey Hi hohi ho were off to work we go Objective Problem Insight Unlocks the problem Solution Creative Brief Problem Insight Unlocks the problem An insight is a finding that you label either a problem or “an insight”. It can also be an objective but most of the time, it fits the strategic journey under one of these two labels.
- 9. Example Client problem ShopperInsight → Problem Drop in 15% of our impulse product: chewing gum at the till When queuing, people’s attention is drawn by their smartphone rather than the gondolas
- 10. Where the insightcould be Shopper insight Tech insight Human insight Cultural insight
- 11. ALLLL RIGHT Now, whatis it?
- 12. Definition The capacity togain an accurate and deep understanding of someone or something. An insight is not only descriptive. It gives you an understanding of the fact. Fact: People feed their pets twice a day. Observation: They usually feed them at breakfast and dinner time, before they start eating. Insight: People feed their pets during their food time because they feel guilty eating in front of their starving pets. >> An insight reframes the task and help you define the next step. The insight
- 13. Not an insightyet if... > Does not fit the journey. It’s either a problem or leads to a solution. > Is not proven to be true. It needs to be backed up by “research”. > It’s vague or generic e.g. Mums are too busy to prepare their kids’ lunchbox. > Only focus on the symptoms without looking for the cause. It should explain the “why”.
- 14. Think like adoctor Symptoms = facts and observations. Cause = insight.
- 15. Reality Check -In AdLand, everything is an insight - even when it’s not - Don’t fetishize the insight: fact driven campaigns can be successful -Know what insight means for your creatives (and clients)
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Editor's Notes
- #3 > What is it, what it is not. > InsightS for strats, human insight for creatives. > Part of a process labelled either Problem or Insight.
- #4 Not the importance of the insight, not how to find insights
- #5 You want them to leave the room with 300 ideas First brief is very important
- #6 Insight can be a problem or an opportunity (Two examples: Drop in impulse sales at check out tills as people now look at their smartphone ) An insight is just one piece of the whole journey
- #8 You want them to leave the room with 300 ideas First brief is very important
- #9 You want them to leave the room with 300 ideas First brief is very important
- #12 Not the importance of the insight, not how to find insights