Creativity isn't just the responsibility of advertising agencies. The struggle for brands to discover relevant ways to connect with consumers starts by infusing more creative approaches earlier in the innovation journey, i.e. from the insight development process. Too often we dwell in familiar territory, and it takes an injection of creativity into the insight process to get richer rewards. In our session, Face shares eight key principles for uncovering new ground and delivering fresher and deeper insight. These principles can be applied on any project, big or small, local or international. Learn how to ask more interesting questions to get more interesting answers from consumers, and provide your team with a stronger platform for strategic inspiration and creative fuel.

2. Where is the insight?
Client Creative Planner Researcher

3. It’s the same place where your
idea ends up…

4. Create
Insight
Creatively

5. Everything is worse than before

6. We don’t talk anymore…

7. Economies of sameness

8. We are still selling

9. “I have never made my
discoveries through the
process of rational
thinking”
- Big Albert E.

10. 1. Mistaking popularity for relevancy

11. It’s more
important
to be
interesting
than right

12. The best work came from the
7th most “relevant” insight

13. 2. The agency is supposed to make it
interesting

14. “Brief”
Hopeful
planners
desk
research
Creative
development
Testing
Circle of death
Not
interesting
Not
interesting

15. 3. Everyone hates research
(as we know it)

16. Ooh. They have Starbucks…
Kill me Kill me
Kill me
Kill me
Kill me
Kill me
Kill me
Kill me

18. Insight, strategy
& creativity is
everyone’s
responsibility

19. What if we treat
insight
development
like creative
development?

20. A great insight
is 50% of an
idea
So why don’t
we nurture them
the same way?

21. “Brief”
Hopeful
planners
desk
research
Creative
development
Testing
Cycle of death
Stop doing this

22. Listen more
Co-create more
insights & ideas
earlier
Better
briefs
Awesome
ideas
The creative
opportunity
starts here
1. Turn things
upside down
and do this…

23. 2. Brainstorm
potential
insights
Use wisdom
Provoke
Anticipate
Create insights you
would want to work
on

24. 3. Insights as
conversation
starters
Sculpt & test for
interestingness

25. 4. Celebrate
category
insights as
much as
consumer ones

26. 5. Remix &
reframe insights

27. 6. Interesting &
interested
people only
please

28. Be more
proactive with
insight, be
creative…
GO LARGE: Leap into it
on a new project
START SMALL: Use
invented insights as a
more interesting warm
up in any research

29. andrew.ho@facegroup.com
CHEERS