This document discusses what insights are and how to develop them. It defines insights as a deep intuitive understanding of people that explains why they do something rather than just observing behavior. Good insights are fundamental human truths that are immediately recognizable to others. The document provides examples of insights that led to new ideas for products. It emphasizes looking outside of marketing to gain insights by understanding consumer behavior, psychology, and culture. It also notes that the language used to convey an insight is important for its potential to influence and evoke emotion.
13. “I want to escape the limitations of my daily routine life and
enjoy the activity of fantasizing about alternative identities,
lives, or positions”. Madonna
14. “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
16. 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?
23. •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!
25. “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
27. “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
29. “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
31. “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
36. “[...] 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