Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
A HUNTER’S GUIDE TOBULLSH*T-FREE INSIGHTS Tom Morton, chief strategy officer, Havas Worldwide NY                      @tom...
“Miserable is what yourwhole crew will be,if you‟re not original andyou show no strategy.”                             A T...
INSIGHT IS ONE OF THE MOST VALUABLECURRENCIES IN ADVERTISING
“Nothing is so powerful as aninsight into human nature . . . whatcompulsions drive a man, whatinstincts dominate his actio...
LIKE ALL CURRENCIESINSIGHTS CAN BE DEVALUED
HOW TO SPOT A BAD INSIGHT
“Natalie is    “She is a busy, on-the-an ISFJ.”      go mom who is always               looking for me-time.”THE TARGET CO...
“Teens want the ability     “People feel thatto customize and            inner beauty ispersonalize food in their   most i...
“Flossing regularly makes    “People get tiredmy teeth cleaner and         by the end ofmakes me feel more           the d...
INSIGHTS NEED TO BETRUE FLASHES OF INSIGHT
Insight: a penetrating observation aboutconsumer behavior that can unlock growth.DiageoInsight: an astonishing disclosure ...
INSIGHT HUNTING MEANSDEFYING CONVENTION
“All great truths begin asheresies.”                             George Bernard Shaw
INSIGHTS AREN’T JUST SAID, THEY’RE FELT
When the intellect articulates what the gut hasalways felt.Unilever ConsultantInsight (n.) The act of apprehending the inn...
Axe: every guy pines for„the one that got away‟          Axe – Fear No Susan Glenn
THE QUICKEST WAY TO INSIGHT IS TOREFRAME THE PROBLEM
UK Road Safety: the 30mph speed limitis the highest speed at which mostpedestrians will survive a collision       UK Road ...
Milk: most people don‟t even noticemilk when it‟s there, but they reallymiss it when it‟s not           Got Milk – Aaron B...
THERE IS MORE INSIGHT IN THE NEGATIVEAND CONTRADICTORY SIDE OF HUMANNATURE THAN THERE IS IN THE SUNNY SIDE
Nicorette: most attempts to quitsmoking are unplanned andchaotic, so quitting sucks            Nicorette – Shark
BGH Air Conditioners:heat makes us undignified  BGH Air Conditioners: Dads In Briefs
“Out of the crookedtimber of humanity,no straight thing wasever made.”                        Immanuel Kant
LOOK BEYOND THE CONSUMERAND OUT IN TO CULTURE
The Beetle is a humble alternative     to the excesses of Detroit
Every generation of young people thinks it can change the world
LOOK TO THE DEEP TRUTHS OF THE BRAND
Johnnie Walker: an individual entrepreneurwho strides across the bottle    Johnnie Walker: The Man Who Walked Around The W...
Dos Equis: Vienna-style beer brewedby Germans in Mexico to celebratethe dawn of a new century.
Ritz Crackers: offering ordinarypeople a taste of the good timesAtlantic City: a city built on freedom
Q. What are the greatest hits of the brand?  Q. What was the magic of the brand when it was at  its peak?  Q. What are the...
AND FINALLY… NOT EVERY GREAT IDEADEPENDS ON A GREAT INSIGHT
Budweiser – Whassup?          Burger King – Subservient Chicken          Guinness – noitulovE          Honda – Cog        ...
Upcoming SlideShare
Loading in …5
×

A Hunter's Guide To BS-Free Insights

24,502 views

Published on

  • Hello! I have searched hard to find a reliable and best research paper writing service and finally i got a good option for my needs as ⇒ www.WritePaper.info ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • D0WNL0AD FULL ▶ ▶ ▶ ▶ http://1lite.top/8IqOv ◀ ◀ ◀ ◀
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

A Hunter's Guide To BS-Free Insights

  1. 1. A HUNTER’S GUIDE TOBULLSH*T-FREE INSIGHTS Tom Morton, chief strategy officer, Havas Worldwide NY @tommorton
  2. 2. “Miserable is what yourwhole crew will be,if you‟re not original andyou show no strategy.” A Tribe Called Quest Word Play
  3. 3. INSIGHT IS ONE OF THE MOST VALUABLECURRENCIES IN ADVERTISING
  4. 4. “Nothing is so powerful as aninsight into human nature . . . whatcompulsions drive a man, whatinstincts dominate his action . . . ifyou know these things about aman you can touch him at thecore of his being.” Bill Bernbach
  5. 5. LIKE ALL CURRENCIESINSIGHTS CAN BE DEVALUED
  6. 6. HOW TO SPOT A BAD INSIGHT
  7. 7. “Natalie is “She is a busy, on-the-an ISFJ.” go mom who is always looking for me-time.”THE TARGET CONSUMERWHO ISN’T AN ACTUAL HUMAN BEING
  8. 8. “Teens want the ability “People feel thatto customize and inner beauty ispersonalize food in their most important.”own way.”THE DEEP TRUTHTHAT DOESN’T SCRATCH THE SURFACE
  9. 9. “Flossing regularly makes “People get tiredmy teeth cleaner and by the end ofmakes me feel more the day.”confident about my mouth.”THE UNIQUE TRUTHTHAT ISN’T UNIQUE (OR TRUE)
  10. 10. INSIGHTS NEED TO BETRUE FLASHES OF INSIGHT
  11. 11. Insight: a penetrating observation aboutconsumer behavior that can unlock growth.DiageoInsight: an astonishing disclosure about realpeople, the brands they use or the world theylive in that compels a change in their behavior.Richard Huntington, Saatchi & Saatchi
  12. 12. INSIGHT HUNTING MEANSDEFYING CONVENTION
  13. 13. “All great truths begin asheresies.” George Bernard Shaw
  14. 14. INSIGHTS AREN’T JUST SAID, THEY’RE FELT
  15. 15. When the intellect articulates what the gut hasalways felt.Unilever ConsultantInsight (n.) The act of apprehending the innernature of things or of seeing intuitively.Webster’s dictionary
  16. 16. Axe: every guy pines for„the one that got away‟ Axe – Fear No Susan Glenn
  17. 17. THE QUICKEST WAY TO INSIGHT IS TOREFRAME THE PROBLEM
  18. 18. UK Road Safety: the 30mph speed limitis the highest speed at which mostpedestrians will survive a collision UK Road Safety – It‟s 30 For A Reason
  19. 19. Milk: most people don‟t even noticemilk when it‟s there, but they reallymiss it when it‟s not Got Milk – Aaron Burr
  20. 20. THERE IS MORE INSIGHT IN THE NEGATIVEAND CONTRADICTORY SIDE OF HUMANNATURE THAN THERE IS IN THE SUNNY SIDE
  21. 21. Nicorette: most attempts to quitsmoking are unplanned andchaotic, so quitting sucks Nicorette – Shark
  22. 22. BGH Air Conditioners:heat makes us undignified BGH Air Conditioners: Dads In Briefs
  23. 23. “Out of the crookedtimber of humanity,no straight thing wasever made.” Immanuel Kant
  24. 24. LOOK BEYOND THE CONSUMERAND OUT IN TO CULTURE
  25. 25. The Beetle is a humble alternative to the excesses of Detroit
  26. 26. Every generation of young people thinks it can change the world
  27. 27. LOOK TO THE DEEP TRUTHS OF THE BRAND
  28. 28. Johnnie Walker: an individual entrepreneurwho strides across the bottle Johnnie Walker: The Man Who Walked Around The World
  29. 29. Dos Equis: Vienna-style beer brewedby Germans in Mexico to celebratethe dawn of a new century.
  30. 30. Ritz Crackers: offering ordinarypeople a taste of the good timesAtlantic City: a city built on freedom
  31. 31. Q. What are the greatest hits of the brand? Q. What was the magic of the brand when it was at its peak? Q. What are the truths of the brand that are staring us in the face?THE MAGIC QUESTIONS
  32. 32. AND FINALLY… NOT EVERY GREAT IDEADEPENDS ON A GREAT INSIGHT
  33. 33. Budweiser – Whassup? Burger King – Subservient Chicken Guinness – noitulovE Honda – Cog Ikea - Lamp Nike – Tag Orange – Film Board Sony – BallsCANNES GRAND PRIX WINNERSNOT BASED ON INSIGHTSCourtesy of Simon Law, Fabric Worldwide

×