Our widely held beliefs of our understanding of insight are holding us back. Andy Davidson, Head of UK Practice at Flamingo explains all in this presentation.
Presented at APG's Noisy Thinking event on What is an 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.
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.
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
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
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!
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.
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.
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
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
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!
17 FROM 17: THE BEST BUSINESS BOOKS OF 2017Kevin Duncan
This year's highlights of the popular blog greatesthitsblog.com.
Author and business advisor Kevin Duncan reads business books extensively and summarises them so you don't have to.
On how designers can find more joy and fulfillment in working for other clients than large consumer brands, while inspiring them to take better control over the creative process, by implementing design thinking as a mindset to create more and better human centered solutions with their teams.
"Creating a proto-persona allows us to capture
our assumptions about an end-user prior to
discovering and validating her true nature
with research; however, all projects are not
created equal, and the amount and quality of
information provided up-front about users can
vary.
In this workshop, participants will learn fun,
inspirational character-building techniques
and exercises used by humorists to create
more meaningful proto-personas.
Participants will also learn how using these
techniques and exercises help to build and
internalize understanding of the end-user(s)
throughout the LeanUX process."
Source: http://leanuxnyc.co/nyc/wp-content/uploads/2014/03/LeanUX_2014_Workshops_F1.pdf from http://leanuxnyc.co/nyc/
We all know we're living in a period of massive, accelerating change. Yet how we think, how we work and what we produce as an advertising industry has changed remarkably little. This talk at the ICA in Toronto is a (hopefully practical) call for the industry to reclaim its progressive, and truly radical, roots.
Design Thinking for Startups - Are You Design Driven?Amir Khella
This presentation provides some best practices and tools to help small business entrepreneurs and startup founders in creating a culture of innovation.
Whether you're working on a web 2.0, iPhone or a physical gadget, these simple practices are universally applicable.
***Note****
I will be running a webinar in October 2009 to expand on the points mentioned in this presentation, study design thinking use cases and stories and answer questions. Please leave a comment and follow the discussion, or follow @amirkhella on twitter to get notified about the webinar.
The World of Tomorrow: Why You're Probably Wrong About EverythingEli Silva
Presented at Creative Mornings in Dallas. This talk gets into the power of collaboration in creative spaces, myths about creativity, and how testing ideas can make them powerful. Explore the future of creativity and how to get more out of your creative career today.
A few of my top-of-mind takeaways from this year's Planningness event. Be sure to check out my original piece for more context and details: bit.ly/1sbEu6n
Design thinking is a powerful way to sift through hundreds of ideas in a short period of time.
When applied to social impact, nonprofits can gain the ability of clarity and focus that can be applied to marketing strategies, brand advertising campaigns, and donor engagement.
Special thanks to the AIGA Orlando chapter for allowing me the opportunity to facilitate this design thinking workshop with such an amazing group of individuals.
Visual and Creative Thinking:What We Learned From Peter Pan and Willy WonkaKelsey Ruger
Presentation on Visual and Creative Thinking. The presentation explores how professional in all fields can apply creative and visual thinking skills to their work as well as why people ignore the talents that made them naturally creative as children. He will discuss the myths that people hold about creativity, why they exist and how you can overcome them.
How satisfied are you about the impact you have in your work and life? This is a talk for UX in Antwerp, sharing my personal story & learnings. I end the presentation with questions to ask yourself on your mission, role and impact.
This presentation was first presented at the latest MRS Conference by Flamingo Group Co-CEO Kirsty Fuller, alongside alongside our client Angharad Massie, PR Director at Weight Watchers on "Uncovering our toxic environment: the cultural shifts which drive our urge to eat".
This collaboration is in conjunction with a Flamingo Cultural Intelligence project, where we partnered with Weight Watchers to map the way we live in this toxic environment, exploring the key changes in our world and crucially how it affects our urge to eat. The trends that we produced translated very specifically into press coverage, Weight Watchers tool and initiatives.
Please see the 'notes' tab for full commentary below.
17 FROM 17: THE BEST BUSINESS BOOKS OF 2017Kevin Duncan
This year's highlights of the popular blog greatesthitsblog.com.
Author and business advisor Kevin Duncan reads business books extensively and summarises them so you don't have to.
On how designers can find more joy and fulfillment in working for other clients than large consumer brands, while inspiring them to take better control over the creative process, by implementing design thinking as a mindset to create more and better human centered solutions with their teams.
"Creating a proto-persona allows us to capture
our assumptions about an end-user prior to
discovering and validating her true nature
with research; however, all projects are not
created equal, and the amount and quality of
information provided up-front about users can
vary.
In this workshop, participants will learn fun,
inspirational character-building techniques
and exercises used by humorists to create
more meaningful proto-personas.
Participants will also learn how using these
techniques and exercises help to build and
internalize understanding of the end-user(s)
throughout the LeanUX process."
Source: http://leanuxnyc.co/nyc/wp-content/uploads/2014/03/LeanUX_2014_Workshops_F1.pdf from http://leanuxnyc.co/nyc/
We all know we're living in a period of massive, accelerating change. Yet how we think, how we work and what we produce as an advertising industry has changed remarkably little. This talk at the ICA in Toronto is a (hopefully practical) call for the industry to reclaim its progressive, and truly radical, roots.
Design Thinking for Startups - Are You Design Driven?Amir Khella
This presentation provides some best practices and tools to help small business entrepreneurs and startup founders in creating a culture of innovation.
Whether you're working on a web 2.0, iPhone or a physical gadget, these simple practices are universally applicable.
***Note****
I will be running a webinar in October 2009 to expand on the points mentioned in this presentation, study design thinking use cases and stories and answer questions. Please leave a comment and follow the discussion, or follow @amirkhella on twitter to get notified about the webinar.
The World of Tomorrow: Why You're Probably Wrong About EverythingEli Silva
Presented at Creative Mornings in Dallas. This talk gets into the power of collaboration in creative spaces, myths about creativity, and how testing ideas can make them powerful. Explore the future of creativity and how to get more out of your creative career today.
A few of my top-of-mind takeaways from this year's Planningness event. Be sure to check out my original piece for more context and details: bit.ly/1sbEu6n
Design thinking is a powerful way to sift through hundreds of ideas in a short period of time.
When applied to social impact, nonprofits can gain the ability of clarity and focus that can be applied to marketing strategies, brand advertising campaigns, and donor engagement.
Special thanks to the AIGA Orlando chapter for allowing me the opportunity to facilitate this design thinking workshop with such an amazing group of individuals.
Visual and Creative Thinking:What We Learned From Peter Pan and Willy WonkaKelsey Ruger
Presentation on Visual and Creative Thinking. The presentation explores how professional in all fields can apply creative and visual thinking skills to their work as well as why people ignore the talents that made them naturally creative as children. He will discuss the myths that people hold about creativity, why they exist and how you can overcome them.
How satisfied are you about the impact you have in your work and life? This is a talk for UX in Antwerp, sharing my personal story & learnings. I end the presentation with questions to ask yourself on your mission, role and impact.
This presentation was first presented at the latest MRS Conference by Flamingo Group Co-CEO Kirsty Fuller, alongside alongside our client Angharad Massie, PR Director at Weight Watchers on "Uncovering our toxic environment: the cultural shifts which drive our urge to eat".
This collaboration is in conjunction with a Flamingo Cultural Intelligence project, where we partnered with Weight Watchers to map the way we live in this toxic environment, exploring the key changes in our world and crucially how it affects our urge to eat. The trends that we produced translated very specifically into press coverage, Weight Watchers tool and initiatives.
Please see the 'notes' tab for full commentary below.
Intro to Strategic Thought Leadership MarketingChris McNeil
There is POWER in Thought Leadership Marketing. It can move marketplace thinking. The key is to build a robust thought leadership model with all the essential building blocks. Learn how.
Here is some of my DRAFT thinking about how an interactive agency can utilize a Discovery Engagement methodology to evolve its strategy practice and address the client challenges of integrated omni-channel marketing/communications.
How To Sell Your UX Vision- UX Scotland 2015Jane Guthrie
So you have a killer idea and you are ready to sell through your UX vision. You've got various internal and external stakeholders that you need to get on board. They have varying levels of technical savvy and involvement.
In a world of cross-channel experiences, with an ever-growing number of touchpoints, communicating a vision can be a challenge. In this session, we'll cover the key ingredients you'll need to sell a UX vision. We'll examine ways to craft your UX deliverables so that they tell a story in a way that clearly communicates your vision.
In this presentation, you will learn:
- How to define a UX Vision in five steps
- Why it's crucial to consider and be savvy about politics as part of your process
- How to speak the language of your internal and external audiences
- How to make the best use of numbers and metrics to support your strategy
- The magic of structuring a persuasive presentation
- How and why to adjust the fidelity of your deliverables based on the needs and expectations of your audience
- Techniques and tools to make deliverables that are engaging and memorable
Next-level collaboration: The future of content and design | Confab 2015Rebekah Baggs
Imagine a future where siloed departments and legacy workflows don’t stand in our way. Today’s content is complex, interconnected, and needs to be ready for devices we haven’t even dreamed of yet. Tomorrow isn’t going to get any simpler. Successful outcomes demand a new kind of collaboration.
For the past two years, Rebekah has studied how successful teams collaborate and has helped transform the way her team works and produces together. In this session, you’ll hear what she’s learned about making effective cross-discipline collaboration possible, and leave with actionable approaches you can use to unite your team and workflow, too.
In this talk, we discussed:
- What it takes to make effective collaboration possible
- How content strategists play a key role in creating the cross-discipline teams of tomorrow
- Practical techniques you can use to bridge silos, increase productivity, and deliver better project outcomes for everyone
Brand Positioning and Branding Brand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and Branding Brand Positioning and BrandingBrand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positionin
What Is Insight? The Five Principles of Effective Insight DefinitionTHRIVE
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 using five key principles to set the foundation for innovative product and service development. Reduce the data. Increase your insight. Be a smarter business.
Customer Discovery within Lean LaunchPad augmented with a select number of design research tools speeds up deep empathy, and expands student and founder understanding of the core, deep-rooted unmet needs they are trying to solve.
UX South West - Engaging clients meaningfully in the process of digital designAlan Colville
Great digital experience happen when we engage clients, not just users, meaningfully in the process of digital design.
This workshop describes techniques, which not only demonstrate the value of UX, but build better client / designer relationships.
How listening deeply can transform you into a better leader, designer, resear...Pei Ling Chin
It almost sounds silly to attend a talk on listening, because surely we know how to listen. But do we, really? I discovered during and after this talk that a lot of team issues can be resolved if only teams learn to develop empathy, and empathy can only be developed through listening deeply. The listening deeply method was first learnt through Indi Young's Advanced Training Series.
In many of our daily interactions, the word “feedback” seems aptly named. Technically, it is the “return of a signal through an electronic circuit causing a high-pitched screeching noise”. Unless you’re a bat, the screech is hardly a delight to the ears. And so it is for many of the feedback that we get from people who, by right, are supposed to be on our side… friends, lovers, colleagues at work. And if a lot of the feedback we get from well-meaning persons is like a “high-pitched screeching noise”, what about the feedback that we give to them? How good are we at giving feedback? In this article the Author offers some useful tips in providing constructive feedback. They are distilled into the acronym, CAIRN.
An Introduction to Design ThinkingPROCESS GUIDEWHAT is t.docxgalerussel59292
An Introduction to Design Thinking
PROCESS GUIDE
WHAT is the Empathize mode
Empathy is the centerpiece of a human-centered design process. The Empathize mode is
the work you do to understand people, within the context of your design challenge. It is your
effort to understand the way they do things and why, their physical and emotional needs, how
they think about world, and what is meaningful to them.
WHY empathize
As a design thinker, the problems you are trying to solve are rarely your own—they are those of
a particular group of people; in order to design for them, you must gain empathy for who they
are and what is important to them.
Observing what people do and how they interact with their environment gives you clues about
what they think and feel. It also helps you learn about what they need. By watching people,
you can capture physical manifestations of their experiences – what they do and say. This will
allow you to infer the intangible meaning of those experiences in order to uncover insights.
These insights give you direction to create innovative solutions. The best solutions come out
of the best insights into human behavior. But learning to recognize those insights is harder
than you might think. Why? Because our minds automatically filter out a lot of information
without our even realizing it. We need to learn to see things “with a fresh set of eyes,” and
empathizing is what gives us those new eyes.
Engaging with people directly reveals a tremendous amount about the way they think and
the values they hold. Sometimes these thoughts and values are not obvious to the people
who hold them, and a good conversation can surprise both the designer and the subject by
the unanticipated insights that are revealed. The stories that people tell and the things that
people say they do—even if they are different from what they actually do—are strong indicators
of their deeply held beliefs about the way the world is. Good designs are built on a solid
understanding of these beliefs and values.
HOW to empathize
To empathize, you:
- Observe. View users and their behavior in the context of their lives. As much as possible
do observations in relevant contexts in addition to interviews. Some of the most powerful
realizations come from noticing a disconnect between what someone says and what he does.
Others come from a work-around someone has created which may be very surprising to you as
the designer, but she may not even think to mention in conversation.
- Engage. Sometimes we call this technique ‘interviewing’ but it should really feel more like
a conversation. Prepare some questions you’d like to ask, but expect to let the conversation
deviate from them. Keep the conversation only loosely bounded. Elicit stories from the
people you talk to, and always ask “Why?” to uncover deeper meaning. Engagement can come
through both short ‘intercept’ encounters and longer scheduled conversations.
- W.
Similar to What is an Insight? A disturbance in discourse... (20)
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
5. “A Penetrating understanding that provides hooks or clues for
brand communication and platform building opportunities”
“Thought provoking and true observation on the nature of
human thought or behaviour”
“A new understanding of human behaviour, as a result of which
action may be taken and an enterprise more efficiently
conducted”
“Must start with an I.. contain a dilemma …Etc, etc…”
The confusion lies in the definition
7. An insight creates a new
way of thinking that was
impossible before,
allowing us to express
what was previously
inexpressible
Insight = ‘A disturbance in discourse’
16. Flamingo
Postal Address:
1st Floor, 1 Riverside
Manbre Road, London
W6 9WA
Telephone:
+44 207 348 4950 (Switchboard)
Website:
www.flamingogroup.com
London Blog:
flamingolondon.com
Twitter:
@flamingolondon
Editor's Notes
By Andy Davidson, Head of UK Practice, Flamingo. Presented at APG’s Noisy Thinking on What is an Insight? Clearly no one knows what an insight is… I could say anything! Well, who better than someone from a global insight and brand consultancy to come and demystify and tell you the answer. Truth be told, I am quite daunted by this question. It’s a lot like someone asking ‘what is a joke?’
A visual presentation… Please refer to the ‘Notes on Slide’ tab below for the presenters notes.
I asked my colleagues, for their opinions, normally I can ask their opinions about anything from the nature of contemporary masculinity through to the latest music and 100s of them show up, this time… tumbleweed. No amount of free sandwiches could tempt them. That’s not strictly true, some brave souls did step forward and were immensely helpful but it was not the usual turn out. I guess it’s a little bit like being a builder being asked to talk about the nature of ‘bricks’. We work with insights everyday, in a variety of forms, but rarely spend much time thinking about their essence. But it’s helpful to take a step back and appreciate our raw materials… The key time we discuss the ‘nature’ of insights is typically in innovation or positioning workshops, where our clients can have quite prescriptive ideas about what an insight has to look like, how it is expressed. It can be frustrating and feel restrictive. Creating a killer insight (and they are created, not found) is hard enough, without imposing structural rules too. I also think that our lack of clarity on the qualities of an insight are holding us back from crafting better ones, so lets see what we can do tonight…
It strikes me that it’s far easier to get agreement on what the purpose of insights is than what they look like. Everyone has read Jeremy Bullimore’s refrigerator joke I take it? Show of hands? It is to my knowledge the first and only insight related joke. “Why is an insight like a refrigerator? Because as soon as you look in it a light goes on” - Boom. We almost all agree that they should illuminate, inspire, cause us to slap our heads and say “yes! of course, that’s exactly how it is!” The trouble starts when you try to pin down exactly what one is…
Here are a few I’ve worked with recently: Um, are any of us any the wiser after reading these? Ironic that describing our attempts to describe an insight are so uninsightful… Ultimately these fail the insight test – they don’t make us feel anything. There are two problems here. 1) We are trying to impose structure (for all lots of very good reasons I must add) on something that is inherently formless. Using the joke analogy again, you can’t write a formula for a joke… well you can… but those jokes are typically rubbish… 2) The other issue I see here is we are using such functional unemotive language to describe a feeling, a sensation, an emotion. It’s a bit like this….
That does not get me any closer to understanding the true nature of laughter. The other issue is that these definitions often rely on subjective measures. ‘A penetrating understanding…?’ One person’s penetrating understanding is another’s casual observation… So, can we get towards a more insightful definition?
So how about this for an insight into an insight? At Flamingo we believe that the job of an insight is to create a ‘disturbance in discourse’. Discourse being the received ways of thinking or talking about a subject. The ‘disturbance’ being a new way to say what we didn’t know how to say before. Examples: For decades laundry detergent discourse was cleanness / whiteness / good mums were those who sent their partners and children off with the whitest whites – that was until someone realized that Dirt is Good… in one of the greatest insights ever made. “What, DIRT is good now? Well this changes everything “ – and you can imagine the possibilities that this opened up. Another example would be Doves campaign for real beauty. So – a disturbance in the discourse. ((n.b I know that Dirt is Good is actually the idea not the insight, but for the sake of brevity it’s a good summary of the real insight which was along the lines of: “I’d far rather my children got dirty and learned something about the world, than stayed clean and didn’t”))
Not to be confused with a disturbance in the FORCE… Here’s obi wan, someone has just told him an awesome new insight clearly. Or maybe he has just sensed ‘a million screaming voices suddenly silenced..’ We can’t be sure, and that isn’t important right now, they are after all very similar. In all seriousness we don’t really care how we structure or define insights do we? We just want better ones, ones that help us have better more impactful and engaging ideas. And, it’s clear that we all feel that we could benefit from some more useful / disturbing insights… But our lack of understanding of the QUALITIES of a true ‘disturbing’ insight are holding us back. Let’s take a look at some of the things holding us back from delivering more powerful insights, I’ve identified some culprits…
So, I did what everyone else in this room did and ‘Googled’ (oh yeah, bit of product placement, keep the sponsors happy) took all the things people say about insights and smushed them into a word cloud to see what pops. 3 key ones stand out for me here: 1) True 2) Consumer 3) Deep / penetrating These are the culprits, let me explain why…
Are you hunting for TRUTHS to uncover good insights? I want to suggest that that is a bad place to start. Now of course, on some level an insight must be true… but prioritizing it above and beyond interestingness is where we come unstuck… Truth is the test not the start point. There a 3 main issues with starting with the truth: 1) Truth can be BORING / banal / uninspiring – real life = dull. 2) The truth is TOO LATE: For something to be true it needs to already be happening, and then it might be too late? What about emergent truth? 3) The truth CONFUSES us: Claiming an insight to be true is disingenuous – Insights don’t exist - Insights are a synthesis – we make them up – we create them from things we find. But if we obsess over consumer ‘truths’ leads us to ‘FACTS’ and observations. How about this as an alternative – think about the opposite of received wisdom and established facts in your category… and then think about what the world would need to be like in order for this thing to be true. Are there circumstances when it is true? Dirt is good – is not strictly, not universally true is it? It’s often totally false. But in a certain world it is.. When seen from a certain perspective. It’s gloriously true… I’ll also bet the idea for DIG did not start with mums talking about their kids wanting to explore the world… or that fact alone would not have necessarily gotten you to Dirt is Good. So, stop looking for truths - a better start is interestingness every time… figure out how to make it true…
Welcome to my WORLD! Consumer was one of the biggest words on that word cloud… but Insight doesn't need to come via the consumer - in fact oftentimes it’s unlikely to come from consumers at all, particularly in established categories. Of course there needs to be some consumer relevance in there, but not necessarily the focus. Certain categories are so over researched, so unchanging, or so low emotional investment and consumers have such established ways of thinking about them that it’s difficult to find that spark of disturbance you are looking for. Take biscuits – I defy you to find something new out about the way consumers eat, think, feel, talk about, do with, biscuits. ‘Its only a bloody biscuit’ they cry. But there is something new to unlock and say, it’s just not likely to come from their brains… In our case recently we found the insight via a semiotic analysis of the language used by the range on the packet… There are a host of sources of insight out there: Cultural, brand, category, product, go uncover them all.
Penetrating / deep - do we really need to dig deep? Let’s face it, it rather suits the researcher or planner to make ‘finding’ insights as difficult as possible. We feel stupid when it takes us ages to get to an obvious answer. But this idea of depth only makes sense if you subscribe to the idea that an insight has to lie within an individuals deeper / subconscious motivations. The very phrase ‘insight’ – a sight of what lies ‘within’ comes from psychotherapy. So we see respondents getting rigged up to neuroscientific equipment to bypass their consciousness and understand what is going on deeper inside and measure true engagement – and we end up with even more obscure and hard to explain answers – this is not the way forwards. We would argue that some (if not most) of the best insights are surprisingly obvious, it’s just they’ve never been said before. It’s almost embarrassing isn’t it? It cost. Things from the depths tend to be dark and obscure and mysterious… not bright and shiny… Rather than going DEEPER to find new ones – we’d suggest looking from another angle - GO MORE SIDEWAYS… aim for breadth rather than depth… In practice, this means more inputs, more angles on the same topic, think beyond your core target market, go to the fringes, other categories, along as far as you like, anywhere but down!
My 10 mins is nearly up. This is the final point I wanted to make in the quest for disturbing the discourse. Is our obsession with ‘THE’ insight - we are overly hung up on, seeking the big singular monolithic insight. Here’s a typical brand model – we have ONE BOX for the insight… Finding the perfect, shorthand way of describing all of this richness and texture is so hard. We are not poets most of us, we don’t write haikus, we don’t have years to craft and perfect and refine this richness down. So what happens is that we try to smush it all into one sentence and Ideas and meaning and texture gets lost and strangled and we end up with banal generic statements that are disrupting nothing. I get why we want to distill it down… to clarify – but we aren’t very good at it. I think we need to be more comfortable with several really good attempts, different ways in.. “it’s a bit like X”, aim to get as close as we can get, rather than the neat single box. And remember over time this insight, like brands, can morph and change, it’s much easier to post rationalize an insight when writing an APG paper than it is to craft it right and perfect first time….
So – in summary! And I found the image that sums up what an insight feels like…! BOOM
Thanks for listening!
If you would like to find out more about Insights or the work we do, please get in touch!