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A Hunter's Guide To BS-Free Insights

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A Hunter's Guide To BS-Free Insights

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  1. 1. A HUNTER’S GUIDE TO BULLSH*T-FREE INSIGHTS Tom Morton, chief strategy officer, Havas Worldwide NY @tommorton
  2. 2. “Miserable is what your whole crew will be, if you‟re not original and you show no strategy.” A Tribe Called Quest Word Play
  3. 3. INSIGHT IS ONE OF THE MOST VALUABLE CURRENCIES IN ADVERTISING
  4. 4. “Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.” Bill Bernbach
  5. 5. LIKE ALL CURRENCIES INSIGHTS 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 CONSUMER WHO ISN’T AN ACTUAL HUMAN BEING
  8. 8. “Teens want the ability “People feel that to customize and inner beauty is personalize food in their most important.” own way.” THE DEEP TRUTH THAT DOESN’T SCRATCH THE SURFACE
  9. 9. “Flossing regularly makes “People get tired my teeth cleaner and by the end of makes me feel more the day.” confident about my mouth.” THE UNIQUE TRUTH THAT ISN’T UNIQUE (OR TRUE)
  10. 10. INSIGHTS NEED TO BE TRUE FLASHES OF INSIGHT
  11. 11. Insight: a penetrating observation about consumer behavior that can unlock growth. Diageo Insight: an astonishing disclosure about real people, the brands they use or the world they live in that compels a change in their behavior. Richard Huntington, Saatchi & Saatchi
  12. 12. INSIGHT HUNTING MEANS DEFYING CONVENTION
  13. 13. “All great truths begin as heresies.” George Bernard Shaw
  14. 14. INSIGHTS AREN’T JUST SAID, THEY’RE FELT
  15. 15. When the intellect articulates what the gut has always felt. Unilever Consultant Insight (n.) The act of apprehending the inner nature 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 TO REFRAME THE PROBLEM
  18. 18. UK Road Safety: the 30mph speed limit is the highest speed at which most pedestrians will survive a collision UK Road Safety – It‟s 30 For A Reason
  19. 19. Milk: most people don‟t even notice milk when it‟s there, but they really miss it when it‟s not Got Milk – Aaron Burr
  20. 20. THERE IS MORE INSIGHT IN THE NEGATIVE AND CONTRADICTORY SIDE OF HUMAN NATURE THAN THERE IS IN THE SUNNY SIDE
  21. 21. Nicorette: most attempts to quit smoking are unplanned and chaotic, 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 crooked timber of humanity, no straight thing was ever made.” Immanuel Kant
  24. 24. LOOK BEYOND THE CONSUMER AND 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 entrepreneur who strides across the bottle Johnnie Walker: The Man Who Walked Around The World
  29. 29. Dos Equis: Vienna-style beer brewed by Germans in Mexico to celebrate the dawn of a new century.
  30. 30. Ritz Crackers: offering ordinary people a taste of the good times Atlantic 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 IDEA DEPENDS ON A GREAT INSIGHT
  33. 33. Budweiser – Whassup? Burger King – Subservient Chicken Guinness – noitulovE Honda – Cog Ikea - Lamp Nike – Tag Orange – Film Board Sony – Balls CANNES GRAND PRIX WINNERS NOT BASED ON INSIGHTS Courtesy of Simon Law, Fabric Worldwide
  1. 1. A HUNTER’S GUIDE TO BULLSH*T-FREE INSIGHTS Tom Morton, chief strategy officer, Havas Worldwide NY @tommorton
  2. 2. “Miserable is what your whole crew will be, if you‟re not original and you show no strategy.” A Tribe Called Quest Word Play
  3. 3. INSIGHT IS ONE OF THE MOST VALUABLE CURRENCIES IN ADVERTISING
  4. 4. “Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.” Bill Bernbach
  5. 5. LIKE ALL CURRENCIES INSIGHTS 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 CONSUMER WHO ISN’T AN ACTUAL HUMAN BEING
  8. 8. “Teens want the ability “People feel that to customize and inner beauty is personalize food in their most important.” own way.” THE DEEP TRUTH THAT DOESN’T SCRATCH THE SURFACE
  9. 9. “Flossing regularly makes “People get tired my teeth cleaner and by the end of makes me feel more the day.” confident about my mouth.” THE UNIQUE TRUTH THAT ISN’T UNIQUE (OR TRUE)
  10. 10. INSIGHTS NEED TO BE TRUE FLASHES OF INSIGHT
  11. 11. Insight: a penetrating observation about consumer behavior that can unlock growth. Diageo Insight: an astonishing disclosure about real people, the brands they use or the world they live in that compels a change in their behavior. Richard Huntington, Saatchi & Saatchi
  12. 12. INSIGHT HUNTING MEANS DEFYING CONVENTION
  13. 13. “All great truths begin as heresies.” George Bernard Shaw
  14. 14. INSIGHTS AREN’T JUST SAID, THEY’RE FELT
  15. 15. When the intellect articulates what the gut has always felt. Unilever Consultant Insight (n.) The act of apprehending the inner nature 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 TO REFRAME THE PROBLEM
  18. 18. UK Road Safety: the 30mph speed limit is the highest speed at which most pedestrians will survive a collision UK Road Safety – It‟s 30 For A Reason
  19. 19. Milk: most people don‟t even notice milk when it‟s there, but they really miss it when it‟s not Got Milk – Aaron Burr
  20. 20. THERE IS MORE INSIGHT IN THE NEGATIVE AND CONTRADICTORY SIDE OF HUMAN NATURE THAN THERE IS IN THE SUNNY SIDE
  21. 21. Nicorette: most attempts to quit smoking are unplanned and chaotic, 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 crooked timber of humanity, no straight thing was ever made.” Immanuel Kant
  24. 24. LOOK BEYOND THE CONSUMER AND 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 entrepreneur who strides across the bottle Johnnie Walker: The Man Who Walked Around The World
  29. 29. Dos Equis: Vienna-style beer brewed by Germans in Mexico to celebrate the dawn of a new century.
  30. 30. Ritz Crackers: offering ordinary people a taste of the good times Atlantic 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 IDEA DEPENDS ON A GREAT INSIGHT
  33. 33. Budweiser – Whassup? Burger King – Subservient Chicken Guinness – noitulovE Honda – Cog Ikea - Lamp Nike – Tag Orange – Film Board Sony – Balls CANNES GRAND PRIX WINNERS NOT BASED ON INSIGHTS Courtesy of Simon Law, Fabric Worldwide

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