This presentation compiles creative works from various Brazilian and foreign authors that convey Wilex's vision of creativity. It discusses key insights in data science as "seeing below the surface" and "seeing inside the consumer". An insight expresses all that is known about consumers and identifies a specific way a brand can solve problems or create opportunities. The presentation references several works on topics like brand positioning, creative thinking, consumer insights, and the art and science of insights.

1. Wilex
É isso mesmo!
*Esta apresentação é uma compilação de diversas produções de autores brasileiros e estrangeiros que traduzem a visão de Criatividade da Wilex. Não consegui identificar todos os autores, mas a lista de
referências segue em anexo.

12. Data Science

21. • Key Insight is ‘seeing below the surface’ /
‘seeing inside the consumer’.
• Insight expresses the totality of all that we
know from seeing inside the consumer.
• An insight is a single aspect of this that we
use to gain competitive advantage.
• By identifying a specific way...
–
That the brand can either solve a problem or
–
Create an opportunity for the consumer
The key insight

66. References
• Brand Positioning – Al Ries
• Análise e Posicionamento – Click – Gilberto Giustina
• Chaos and Creativity – Jason Theodor
• Consumer Insights – Cristina Quiñones
• Crative Thinking – Your Edge – Ed McCabe
• The Art & Science of Insighting – Kristof de Wulf & Columbu
• Insight – Simon Law
• It’s not how good you are, it’s how good you want to be – Paul Arden
• The what, how and why of Account Planning. – Guy Gould Gaves