0
in{sight}
there is a simpler way to
understand the world...
Can you
spot the
differences?
Can you
spot the
similarities?
The World can fit
into your hand if
you have in-sight
Generally, “insights” is just a
horribly misused word!
along with “Idea” and “Strategy”
insight ≠ research
insight ≠ fact
insight > observation
insight < ideainsight < idea
in{sight}
Noun
The capacity to gain an accurate and deep
intuitive understanding of a person or thing.
“I want to escape the limitations of my daily routine life and
enjoy the activity of fantasizing about alternative identit...
“I want to escape the limitations of my daily routine life and
enjoy the activity of fantasizing about alternative identit...
The same insight can lead to many (different) ideas
An insight is NOT an observation - it explains why,
rather than just observing that people do something.
A new Point of Vi...
insight = Dive Deeper
KNOW
THINK
FEEL
BELIEVE
Research
Planning
What people...
Marketing
Understanding people...
Consumer
Behavior
Culture
Psychology
Evolution
Insights are often unrecognized fundamental
human truths.
Different kind of Insights
Don’t forget to search for Shopper Insights
•Did you know, for example, that most shoppers veer left
when entering a store?
•Or that it takes everyone a few seconds t...
Examples > reality
“It wasn't just the need for a smaller car - there was a
sizable group of people who needed to be different and
didn't exp...
insight < idea
“If you could give your cat US$10 and send him off to the
grocery store to buy cat food, what would he bring home?
The ans...
insight < idea
“Babies with healthy, dry skin are happier....and so better able
to play, learn and develop. The finding that babies are ha...
insight < idea
“Milk is good for you, everybody is familiar with that, but
familiarity breeds contempt.... you only realize how important...
insight < idea
Will people get it?
Does it touch them?
Is it something new?
Is it simple enough?
Can you support it?
Will it effect chang...
Insight’s Vilains
Look Inside
Marketing
Think you
“know everything”
about Consumers
Taking Consumers
Literally
Being worri...
Insight’s Heroes
Look Outside
Marketing
Laddering Up
Benefits
Think & Use
Metaphors
View Conclusions as
Beginnings
“[...] the language you use is not
arbitrary and inconsequential;
for an insight to have real potency,
the language in whi...
Insightful Books about Insights
ευχαριστώ*
antonis.kocheilas@me.com
*thank you
What Insights are?
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What Insights are?

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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!

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Transcript of "What Insights are?"

  1. 1. in{sight}
  2. 2. there is a simpler way to understand the world...
  3. 3. Can you spot the differences?
  4. 4. Can you spot the similarities?
  5. 5. The World can fit into your hand if you have in-sight
  6. 6. Generally, “insights” is just a horribly misused word! along with “Idea” and “Strategy”
  7. 7. insight ≠ research
  8. 8. insight ≠ fact
  9. 9. insight > observation
  10. 10. insight < ideainsight < idea
  11. 11. in{sight} Noun The capacity to gain an accurate and deep intuitive understanding of a person or thing.
  12. 12. “I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions”. Madonna
  13. 13. “I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions”. Lady Gaga
  14. 14. The same insight can lead to many (different) ideas
  15. 15. An insight is NOT an observation - it explains why, rather than just observing that people do something. 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 an insight?
  16. 16. insight = Dive Deeper
  17. 17. KNOW THINK FEEL BELIEVE Research Planning What people... Marketing
  18. 18. Understanding people... Consumer Behavior Culture Psychology Evolution
  19. 19. Insights are often unrecognized fundamental human truths.
  20. 20. Different kind of Insights
  21. 21. Don’t forget to search for Shopper Insights
  22. 22. •Did you know, for example, that most shoppers veer left when entering a store? •Or that it takes everyone a few seconds to make the transition from outside to inside, so the first few feet of merchandise are often invisible? •Or that the "butt brush effect" means that people (especially women) will not spend time at a table or aisle if they sense people too close behind them? •Or that everyone -- everyone -- slows down when they pass a mirror but speeds up when they pass a bank? Go and find yours!
  23. 23. Examples > reality
  24. 24. “It wasn't just the need for a smaller car - there was a sizable group of people who needed to be different and didn't express themselves based on the size of their car”. Volkswagen Beetle
  25. 25. insight < idea
  26. 26. “If you could give your cat US$10 and send him off to the grocery store to buy cat food, what would he bring home? The answer (albeit theoretically) is: Live meat!”. Mars Whiskas
  27. 27. insight < idea
  28. 28. “Babies with healthy, dry skin are happier....and so better able to play, learn and develop. The finding that babies are happier when they have healthy skin was not that new. The trick was uncovering the deeper emotional significance.”P&G Pampers
  29. 29. insight < idea
  30. 30. “Milk is good for you, everybody is familiar with that, but familiarity breeds contempt.... you only realize how important are familiar things when you miss them! Got Milk
  31. 31. insight < idea
  32. 32. Will people get it? Does it touch them? Is it something new? Is it simple enough? Can you support it? Will it effect change? Is it a “Holy Grail”?
  33. 33. Insight’s Vilains Look Inside Marketing Think you “know everything” about Consumers Taking Consumers Literally Being worried only about purchase intention
  34. 34. Insight’s Heroes Look Outside Marketing Laddering Up Benefits Think & Use Metaphors View Conclusions as Beginnings
  35. 35. “[...] the language you use is not arbitrary and inconsequential; for an insight to have real potency, the language in which it is couched is at least as important as the inner truth itself. For an insight to have real potency, literal accuracy is less important than its power to evoke.” Jeremy Bullmore, WPP http://www.wpp.com/wpp/marketing/marketresearch/why-is-a-good-insight-like-a-refrigerator.htm
  36. 36. Insightful Books about Insights
  37. 37. ευχαριστώ* antonis.kocheilas@me.com *thank you
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