This document discusses insights, including what they are, different types of insights, and why they are important for marketing. It notes that while insights are often talked about, real insights that provide an intuitive understanding of consumer behavior are rarely found. The document examines several definitions of insights and perspectives from marketing planners, emphasizing that insights must offer more than just an observation and provide an explanation for consumer behavior.
This is a minimal concept you should consider for your PowerPoint slides in order to make them more engaging and exciting.
I work as a presentation designer and help speakers and marketers with their pitches. If you need help with any of these concepts, drop me an email and I will be happy to help.
Slide deck from recent presentation in my grad school class, Delivering Training. Teaching fellow trainers-in-training how to give better presentations.
Watch video from April 13 training session recorded on April 15, 2009 at http://mediasite.nmu.edu/NMUMediasite/Viewer/?peid=b4d26217a51d4084882eca5dcbd0f1b6
Gather relevant data about consumers and potential customers using content-ready Consumer Insights PowerPoint Presentation Slides. Go through the human behaviour trends and understand your clients better with the help of ready-made consumer insights PPT presentation templates. Get consumer insights from data, surveys, sales, focus groups, direct interviews, online data and more. Make informed decisions for your business using consumer insights PowerPoint presentation slideshow. This deck comprises of templates such as research methodology, consumer insight assumptions, key stats, data collection and processing, consumer insight capabilities, consumer insight components, tools for consumer insights, YouTube analytics, google trends, google analytics, and more. These templates are completely customizable. Edit colors, text, icon and font size as per your need. Add or remove content, if needed. Download consumer insights PPT templates to understand your customers better. Our Consumer Insights Powerpoint Presentation Slides team are a cooperative lot. They will respond to all your specifications.
This is just a short little presentation on how to create an insight. Its a bit of a black box the whole insight thing. But I think you can train yourself to deliver them
Here are a few tips on selling from David Ogilvy and other experts. Can you sell?
Enter the Search for the World's Greatest Salesperson. Deadline May 16, 2010 at youtube.com/ogilvy
This is a minimal concept you should consider for your PowerPoint slides in order to make them more engaging and exciting.
I work as a presentation designer and help speakers and marketers with their pitches. If you need help with any of these concepts, drop me an email and I will be happy to help.
Slide deck from recent presentation in my grad school class, Delivering Training. Teaching fellow trainers-in-training how to give better presentations.
Watch video from April 13 training session recorded on April 15, 2009 at http://mediasite.nmu.edu/NMUMediasite/Viewer/?peid=b4d26217a51d4084882eca5dcbd0f1b6
Gather relevant data about consumers and potential customers using content-ready Consumer Insights PowerPoint Presentation Slides. Go through the human behaviour trends and understand your clients better with the help of ready-made consumer insights PPT presentation templates. Get consumer insights from data, surveys, sales, focus groups, direct interviews, online data and more. Make informed decisions for your business using consumer insights PowerPoint presentation slideshow. This deck comprises of templates such as research methodology, consumer insight assumptions, key stats, data collection and processing, consumer insight capabilities, consumer insight components, tools for consumer insights, YouTube analytics, google trends, google analytics, and more. These templates are completely customizable. Edit colors, text, icon and font size as per your need. Add or remove content, if needed. Download consumer insights PPT templates to understand your customers better. Our Consumer Insights Powerpoint Presentation Slides team are a cooperative lot. They will respond to all your specifications.
This is just a short little presentation on how to create an insight. Its a bit of a black box the whole insight thing. But I think you can train yourself to deliver them
Here are a few tips on selling from David Ogilvy and other experts. Can you sell?
Enter the Search for the World's Greatest Salesperson. Deadline May 16, 2010 at youtube.com/ogilvy
An insight is NOT an observation - it explains why, rather than just observing that people do something. Is a new Point of View that’s immediately recognizable. It must be cause AND effect - insights prompt effect. Insights are things that other people think of, then you immediately wish you had!
An immersive workshop at General Assembly, SF. I typically teach this workshop at General Assembly, San Francisco. To see a list of my upcoming classes, visit https://generalassemb.ly/instructors/seth-familian/4813
I also teach this workshop as a private lunch-and-learn or half-day immersive session for corporate clients. To learn more about pricing and availability, please contact me at http://familian1.com
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
Incorporating photos and videos into your PowerPoint decks can greatly enhance a presentation. Learn how illustrating concepts with meaningful imagery can make your presentation great.
Learn more: http://www.lynda.com/Photography-training-tutorials/70-0.html
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
What Is Insight? The Five Principles of Effective Insight DefinitionJonathan Dalton
As customer experiences take center stage so does the need for more profound and compelling insight definition. Insights form the cornerstone of the design and innovation process, a lighthouse for what you should do next, and a catalyst for creating new value for your customers. Learn how to master the critical process of insight definition with THRIVE's latest Yellow Paper.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
How to Create and Use Snapchat's New Custom GeofiltersGary Vaynerchuk
Less than a month ago, Snapchat opened custom on-demand geofilters to everyone. Compared to other mediums, a custom Snapchat Geofilter is a branded impression on steroids.
Here's a guide explaining why this is such a great opportunity for your brand and a step-by-step guide on how to create one yourself. ;)
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...Board of Innovation
By Board of Innovation (www.boardofinnovation.com) -
Full program & tools available. A step by step approach to accelerate an internal innovation project in your company.
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
Using the power of storytelling to create an emotional connection to your audience when presenting ideas and businesses. Used in a storytelling masterclass held August 2015 for the finalist entrepreneurs at INDEX AWARD — Design to improve life.
How NOT to Run Your Company – Lessons LearnedWeekdone.com
The Internet is full of articles on „How to succeed“ and „How to build a great company“ But while following those guidelines we often forget that there's a lot you just can't do.
Learning from your own mistakes is good, but it's even better when you can learn from the mistakes of others.
Everyone's favorite billionaire and Republican presidential hopeful Donald Trump has said “Watch, listen, and learn. You can’t know it all yourself. Anyone who thinks they do is destined for mediocrity.”
Enjoy the slides and a sense of humor is advised.
9 Ways to Be More Productive - Backed by ScienceD B
Everyone wants to be more productive. Officevibe created a presentation to help explain science-based ways to be more productive. All of them are simple to do and free.
You can read the entire article on our blog:
https://www.officevibe.com/blog/how-to-be-more-productive-at-work-infographic
Download our free resources about engagement and happiness:
https://www.officevibe.com/resources
Follow us on Facebook:
www.facebook.com/officevibe
Share your thoughts on Twitter !
https://twitter.com/Officevibe
Why Mass Marketing Wins Over Targeted EffortsPercolate
In the second of our five-part series debunking major marketing myths, we’ll take a closer look at other factors that need to be considered in growing a brand. Influenced by Byron Sharp’s work at the Ehrenberg-Bass Institute, we’ll explore brands’ customer bases and which—if any—buyers they should be targeting.
What's makes the difference between good and great design? Or for that matter, between good and great designers?
I don't pretend to know the answer. I've been designing for 10+ years and I still don't consider myself a great designer. What this presentation offers, however, are a few principles I've learned along the path to becoming a great designer.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
An insight is NOT an observation - it explains why, rather than just observing that people do something. Is a new Point of View that’s immediately recognizable. It must be cause AND effect - insights prompt effect. Insights are things that other people think of, then you immediately wish you had!
An immersive workshop at General Assembly, SF. I typically teach this workshop at General Assembly, San Francisco. To see a list of my upcoming classes, visit https://generalassemb.ly/instructors/seth-familian/4813
I also teach this workshop as a private lunch-and-learn or half-day immersive session for corporate clients. To learn more about pricing and availability, please contact me at http://familian1.com
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
Incorporating photos and videos into your PowerPoint decks can greatly enhance a presentation. Learn how illustrating concepts with meaningful imagery can make your presentation great.
Learn more: http://www.lynda.com/Photography-training-tutorials/70-0.html
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
What Is Insight? The Five Principles of Effective Insight DefinitionJonathan Dalton
As customer experiences take center stage so does the need for more profound and compelling insight definition. Insights form the cornerstone of the design and innovation process, a lighthouse for what you should do next, and a catalyst for creating new value for your customers. Learn how to master the critical process of insight definition with THRIVE's latest Yellow Paper.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
How to Create and Use Snapchat's New Custom GeofiltersGary Vaynerchuk
Less than a month ago, Snapchat opened custom on-demand geofilters to everyone. Compared to other mediums, a custom Snapchat Geofilter is a branded impression on steroids.
Here's a guide explaining why this is such a great opportunity for your brand and a step-by-step guide on how to create one yourself. ;)
Full Program & Tools to Accelerate an Internal Innovation Project - by Board ...Board of Innovation
By Board of Innovation (www.boardofinnovation.com) -
Full program & tools available. A step by step approach to accelerate an internal innovation project in your company.
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
Using the power of storytelling to create an emotional connection to your audience when presenting ideas and businesses. Used in a storytelling masterclass held August 2015 for the finalist entrepreneurs at INDEX AWARD — Design to improve life.
How NOT to Run Your Company – Lessons LearnedWeekdone.com
The Internet is full of articles on „How to succeed“ and „How to build a great company“ But while following those guidelines we often forget that there's a lot you just can't do.
Learning from your own mistakes is good, but it's even better when you can learn from the mistakes of others.
Everyone's favorite billionaire and Republican presidential hopeful Donald Trump has said “Watch, listen, and learn. You can’t know it all yourself. Anyone who thinks they do is destined for mediocrity.”
Enjoy the slides and a sense of humor is advised.
9 Ways to Be More Productive - Backed by ScienceD B
Everyone wants to be more productive. Officevibe created a presentation to help explain science-based ways to be more productive. All of them are simple to do and free.
You can read the entire article on our blog:
https://www.officevibe.com/blog/how-to-be-more-productive-at-work-infographic
Download our free resources about engagement and happiness:
https://www.officevibe.com/resources
Follow us on Facebook:
www.facebook.com/officevibe
Share your thoughts on Twitter !
https://twitter.com/Officevibe
Why Mass Marketing Wins Over Targeted EffortsPercolate
In the second of our five-part series debunking major marketing myths, we’ll take a closer look at other factors that need to be considered in growing a brand. Influenced by Byron Sharp’s work at the Ehrenberg-Bass Institute, we’ll explore brands’ customer bases and which—if any—buyers they should be targeting.
What's makes the difference between good and great design? Or for that matter, between good and great designers?
I don't pretend to know the answer. I've been designing for 10+ years and I still don't consider myself a great designer. What this presentation offers, however, are a few principles I've learned along the path to becoming a great designer.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
1. insights What
they are
And what
they’re not
Simon Law - October 11th, 2006 (Revised March 2009)
Friday, 3 April 2009 1
Say hello.
Talk about how this presentation was written in a hurry as some sort of foil for the possibility that it’s all crap!
2. Generally, ‘Insights’ is just a horribly
misused word!
Along with ‘Brand’ and ‘Strategy’
Simon Law - October 11th, 2006 (Revised March 2009)
Friday, 3 April 2009 2
Start with a good rant about misused words and the abundance of buzzwords in marketing - usually to the obfuscation of any real meaning.
Try to remember to use the word “obfuscation” in particular.
3. consumer cultural future
insights insights insights
product brand market
insights insights insights
purchase usage owner
insights insights insights
Simon Law - October 11th, 2006 (Revised March 2009)
Friday, 3 April 2009 3
Talk generally about insights - the multitude of different types that exist - the fact that this list may not even be exhaustive and definitely contains some areas that don’t make for particularly good
insights.
At least, not that I’ve seen to date. But, you never know…
Reference some real examples that are coming later - like the Crispin Porter Burger King stuff that rides the wave of anti-metrosexual eating.
And, the Got Milk work from Goodby Silverstein that found an insight in the relationship between Milk and other foods.
Maybe mention the need for some friction - that Milk exists out of the negative - that finding some of these insights requires that you push against the usual patterns of behaviour. This could come
later, though!
4. Why insights are important
Strong insights often lead to great work.
Not all the time, but enough to make them worthwhile
Simon Law - October 11th, 2006 (Revised March 2009)
Friday, 3 April 2009 4
Maybe admit that at the outset the author was going to rubbish insights as passe - the thing of yesteryear. But, upon reflection and a bit of digging, it became clear that the real problem isn’t that
they’re no long useful - it’s that so many ads don’t actually contain real insights and we’ve spent so much time talking about them that they’ve become part of marketing language.
They’re oft talked about, but rarely found.
Much as we’d like to pretend that it all came from planners, it probably didn’t - in reality, a lot of the time it’s the creatives who inject the insight. That’s part of the process of creating work. And,
more often than not, the account team were responsible for making a leap of thinking that exposed a real insight.
However you find them, though, they are definitely worth having. When you look around, you’ll find that a lot of really great work has a great insight at the heart of it.
5. in•sight |'in¡sït|
Noun
The capacity to gain an accurate and deep
intuitive understanding of a person or thing
Simon Law - October 11th, 2006 (Revised March 2009)
Friday, 3 April 2009 5
The interesting bits being accurate - although that sounds pretty obvious.
But, Intuitive - and I think that is important, because it’s not about rational thinking and slavish research.
You need to find something that strikes a chord with people - it’s a gut-felt response we’re looking for, and not a head nod.
6. in•sight•ful |in-sahyt-fuhl|
Adjective
Characterised by or displaying insight; perceptive
Simon Law - October 11th, 2006 (Revised March 2009)
Friday, 3 April 2009 6
Equally, and the only reason I pulled this in as well - there needs to be a degree of ‘perceptive’ in there.
Something that is perceptive, can’t be too obvious - it can’t just be an observation - which is a key distinction.
7. Diageo’s definition
An insight is a penetrating observation about consumer
behaviour that can be applied to unlock growth
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Yet more words!
Probably the most interesting thing about this is that it’s one of so many definitions that exist - and, to be honest, I just chose this one because Herve told it to me and it was really rational.
It feels like the minute you talk about it this mechanically that you lose some of the sauce you’re looking for.
8. Stuff WCRS planners said, when asked…
“A new Point of View that’s immediately recognisable”
“An insight is NOT 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 things that other people think of,
then you immediately wish you had”
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Naturally, talking to people we know here produced far more interesting results.
Particularly the last one, which is kind of an insight in itself.
9. Disruption
insight
Observation
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Talk about Chiat and HHCL and disruption - finding conventions and breaking them
Talk about general insights being less disruptive, but equally potent. The need to actually find something with a point (or a point of view). Wang on for while about
10. My Opinion (as of yesterday)
An insight is a revelation that produces great work
(there should be a degree of “Fuck me. I never thought of it like that!”)
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We know that we’re avoiding a trap here - which is that our “insight” is just an observation and maybe not even a particularly astute one.
So, for me, the important word is “revelation” - the need for something that changes our opinion… and that can be done in many different ways, but is definitely a key part of the best
communications.
11. Judging your insight…
Will people get it?
Is it something new?
Is it simple enough?
Can you support it?
Will it effect change?
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Talk about how maybe it doesn’t need a definition anyway - after all, nobody has an agreed definition, so maybe it’s because it’s a bit more complex than that.
In which case, maybe we’re better off using a set of questions to see whether we’ve got a good ‘un…
12. Write it on a blank sheet of paper,
with no supporting words
Is it still interesting?
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We know that we’re avoiding a trap here - which is that our “insight” is just an observation and maybe not even a particularly astute one.
So, for me, the important word is “revelation” - the need for something that changes our opinion… and that can be done in many different ways, but is definitely a key part of the best
communications.
13. How to find insights…
To be fair, good insights are usually hard to find…
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I don’t think I can really tell you how to find them, since it involves some inspiration and some degree of looking at a problem in a way that nobody has before - otherwise, it won’t be fresh enough
to be an insight.
So, instead, I thought I’d touch on a couple of things I think then use examples - nice cop out!
14. Research ≠ Insights
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First off, I want to be vitriolic about research.
It’s not that I don’t think we should do it, it’s just that I think it’s become a crutch for everyone.
And, as such, it no longer produces the magic we’re looking for.
Unless you do something weird with it.
Take business people out to dinner. Or go on field trips with consumers.
Basically, do something different with them if you want to find a different answer.
AND MAKE SURE you know what you’re asking - always go in with a new hypothesis to test. Otherwise, you’ll probably find what everyone else discovered 5 years ago.
15. Discovery » Insights
(research being one tool for discovery)
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Discovery isn’t exactly the revolutionary term I was looking for, but it will have to do - since I couldn’t think of anything else last night at 8pm.
But, if you’re thinking about exploring and discovering, then you’re at least thinking bigger than research.
And, the research will need to live up to more in itself.
So, go discover. And make it a big old trip so it’s got a good chance of digging up something new...
16. Don’t pretend it’s an insight when it’s not!
(you’ll only get found out)
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Finally, and I know this is a bit of a side point - don’t kid yourself that you’ve got a great insight when you don’t.
There’s nothing worse than pretending.
Because it probably means that you won’t find another part of your brief or strategy to upweight instead.
After all, the insight isn’t everything!
17. Some examples...
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Right, time for some examples. And some ads to keep you awake!
Hopefully these will give you some ideas beyond the obvious for finding an insight as well as be ads that you haven’t seen.
In the hope of keeping it interesting, I’ve purposefully gone with a majority of US ads.
18. Burger King
Crispin Porter & Bogusky
Employed a social scientist
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Crispin Porter & Bogusky
Employed a social scientist to make
a bigger cultural observation about
what people are eating and why, revealing a dissatisfaction amongst men...
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20. California Milk Board
Goodby Silverstein & Partners
Used a deprivation study
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Goodby Silverstein & Partners
Observed that Milk was best with food... then they used a deprivation study
to find the insight...
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22. The AA
HHCL
Talked to the phone operators,
instead of just customers
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HHCL
Saw that AA members talked about how friendly the AA repairmen were (hence the previous ads). But, when they talked to the phone operators, they found a
far more provocative insight...
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24. EDS
Fallon
Found an insight within comments
from the CEO
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Fallon
Nobody understood or particularly cared about IT outsourcing until it was brought to life in a different way. An insight they found within a comment from the
CEO...
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26. HP iPod
Goodby Silverstein & Partners
Delved into people’s playlists
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Goodby Silverstein & Partners
Delving into people’s playlists, they found that the mash up of music was far greater than you’d ever expect - Bach next to U2, Interpol, Eminem, Willie Nelson
and so on...
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28. Volkswagen
Arnold, Boston
A Creative Director reminiscing
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Everyone shows cabrios/convertibles in the sunshine.
Until Arnold did this night spot - which brought to life the hidden joy of a night drive.
All because the creative director, Lance Jensen, had a different view of convertibles from his own college years. His comment: “Everyone thinks beach and
sun, but at night it’s like you’re in a space ship.”
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30. Game Show Network
Chiat Day, San Francisco
A group outing that inspired the campaign
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Another agency to take a slightly different perspective. Chiat Day.
Who took the whole team out to the studios of Game Show Network for a day initiation.
And spotted something that research probably never would.
The fun isn’t in taking part - it’s in knowing the answer when the idiot in the chair has frozen in fear!
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32. Two final examples...
Proof that insights aren’t always the answer
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Hopefully these will give you some ideas beyond the obvious for finding an insight as well as be ads that you haven’t seen.
In the hope of keeping it interesting, I’ve purposefully gone with a majority of US ads.
33. British Airways
Saatchi & Saatchi
Great ad - no insight!
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I found this in an old APG paper from 1993 - you can only assume that people were more lax on ‘insights’ in those days!
I thought we’d look at it because it’s a prime example of a product fact wrapped up as a insight for no good reason.
After all, it’s a great brand, a great product fact and a great ad.
34. Insights are often unrecognised
fundamental human truths.
So begins the section on “insight” from the
Saatchi & Saatchi’s APG paper for
British Airways in 1993...
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Can’t argue with that, can you?
35. The emotional insight:
The central nerve that runs through people's
emotional attitudes to flying is that it brings
people, families and loved ones together.
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36. The ‘size’ insight:
Having excavated all the data and figures on British
Airways, we felt that the most compelling 'megafact'
about it was still that BA is chosen by more flyers
internationally than any other airline - 25 million
passengers, of all nationalities, fly with BA each year.
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37. It is often said that creativity is the
result of two previously unrelated
thoughts crashing together.
We combined these two emotional and rational
insights and got a potential contradiction in
terms. A 'caring megafact', so to speak.
British Airways brings 25 million people to other
people all around the world every year.
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39. Cadbury Dairy Milk
Fallon
The insight of “joy” or not?
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Just to bring things back up to date again, this ad caused controversy exactly because it has no insight. Maybe even no particular message.
But then the post-rationalising began and people celebrated the insight of “joy” that chocolate brings you…
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41. Boots Suncare
Mother
Lovely observation, or great insight?
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This came up when we were talking about this in the planning meeting last week.
We quickly decided that it was a great example of an ad with an observation, but not an insight.
But then, maybe not - the insight is that we go crazy for the sun in the UK - “every second counts”
Dunno - but it’s definitely closer than BA was!
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43. Boots Christmas
Mother
Lovely observation, or great insight?
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As I look back over this, I can’t help but think of this ad too.
It’s a corker - beautifully observed and fantastically executed.
But is it really an insight, or just another superb piece of observation that captures the antics of women at christmas party time?
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45. Finally, don’t get too hung up on them
Many insights are creative rather than strategic
Many great ads contain ideas but not insights
Just make sure your briefs are really clear and
contain something that is inspiring to creatives!
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46. Idea Insight
• Sony - Balls
• Honda - WhatIf?
• Guinness - Noitulove
• Honda - Grr
• Honda - Cog
• Budweiser - Whassup
• Orange Film Board
• Fox Sports Net
• Nike - Tag
• Subservient Chicken
• Apple - 1984
• Ikea - Lamp
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Bit of a last-minute thought - what have the main Cannes winners had - insights or not?
And the answer’s pretty clear - very few are insight-based.
Doesn’t mean that insights are useless - just be careful not to think they’re the only route to a great ad.
Incidentally, the client at Ikea is convinced that Lamp had an insight, so that just shows how subjective this all is!
47. insights The End
Thanks!
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