Comments on: Insights – something of a presentation… http://www.simon-law.com/archives/13 Sporadic thoughts - mostly about communications, brands, etc... Wed, 10 Mar 2010 06:08:35 -0700 http://wordpress.org/?v=2.9.2 hourly 1 By: jastor http://www.simon-law.com/archives/13/comment-page-2#comment-3705 jastor Mon, 05 Oct 2009 12:09:08 +0000 http://www.simon-law.com/archives/13#comment-3705 Hi Simon<br><br>Just read this post from 2006 - its now 2009 today (sure u noticed) and I think still very relevant - sure social media and the awesome interwebs have helped with our defining ' social ape' characteristic ala Earls and Sharky however do you still feel this post is reelvant today if not how would you change it - awesome thoughts and thanks for the knowledge. Hi Simon

Just read this post from 2006 – its now 2009 today (sure u noticed) and I think still very relevant – sure social media and the awesome interwebs have helped with our defining ' social ape' characteristic ala Earls and Sharky however do you still feel this post is reelvant today if not how would you change it – awesome thoughts and thanks for the knowledge.

]]> By: Pequeño mapa de Insights « Soy un curioso http://www.simon-law.com/archives/13/comment-page-2#comment-3610 Pequeño mapa de Insights « Soy un curioso Sun, 23 Aug 2009 17:45:56 +0000 http://www.simon-law.com/archives/13#comment-3610 [...] Vía. [...] [...] Vía. [...]

]]> By: qdSue http://www.simon-law.com/archives/13/comment-page-2#comment-3589 qdSue Fri, 07 Aug 2009 22:59:50 +0000 http://www.simon-law.com/archives/13#comment-3589 Woah Simon, almost three years after you posted this great presentation on insights I finally come across it! I've been putting stuff together on insights for design students and it'd be phantastic to get a pdf, ppt or keynote (iwork) version of it. Thanks in advance, qdSue, freelance planner and psychologist in Germany Woah Simon,
almost three years after you posted this great presentation on insights I finally come across it! I’ve been putting stuff together on insights for design students and it’d be phantastic to get a pdf, ppt or keynote (iwork) version of it.
Thanks in advance,
qdSue, freelance planner and psychologist in Germany

]]> By: Jacqui Clement http://www.simon-law.com/archives/13/comment-page-2#comment-3543 Jacqui Clement Fri, 19 Jun 2009 04:33:29 +0000 http://www.simon-law.com/archives/13#comment-3543 Now I am truely late checking this out but like many of those before me, I really enjoyed reading your piece and subsequent comments. I would appreciate it if you could share a copy - jacqui.clement@gmail.com Thanks J Now I am truely late checking this out but like many of those before me, I really enjoyed reading your piece and subsequent comments. I would appreciate it if you could share a copy – jacqui.clement@gmail.com

Thanks
J

]]> By: Star http://www.simon-law.com/archives/13/comment-page-2#comment-3065 Star Thu, 22 Jan 2009 14:12:04 +0000 http://www.simon-law.com/archives/13#comment-3065 what a true story.. what a true story..

]]> By: Luna http://www.simon-law.com/archives/13/comment-page-2#comment-3049 Luna Sun, 18 Jan 2009 20:58:49 +0000 http://www.simon-law.com/archives/13#comment-3049 wonedrful post)) wonedrful post))

]]> By: Kevin Brockenbrough http://www.simon-law.com/archives/13/comment-page-2#comment-2880 Kevin Brockenbrough Tue, 02 Dec 2008 10:38:37 +0000 http://www.simon-law.com/archives/13#comment-2880 Hello Simon, Enjoyed reading this post. I work as a planner at an agency that does work targeting ethnic audiences (African Americans) and we often get asked for insights and how our consumer insights are unique to African Americans (versus non-Blacks). This often becomes an exercise in unicorn hunting, with a lot of fussing about what is and what is not a "Black insight", when what is really being sought is a unique idea that will get African American consumers to choose one product over another. As your presentation points out (thru the VW "Pink Moon" ad and Fallon's ad with the cat wrangling) that unique idea could come from an observation vs. insight. I hear a lot of clients asking for "fresh insights" but I think what they really want is "fresh thinking". An insight would help with that, but so would a clever observation. So would having a good conversation with the client (quality time vs. being squeezed between two meetings). So would having more conversations with Creatives and Media folks after the brief is written. My fear with all the talk about "insights" is that we assume that the only person who can come up with the "a-ha" moment is the planner - and that's often not the case. I also worry that "we need more insights" are just code words for finding justification that a great idea is "safe to take to my boss"; unfortunately, safe ideas are seldom insightful. I would love to get a copy of your presentation: kbrockenbrough@burrell.com Hello Simon,
Enjoyed reading this post. I work as a planner at an agency that does work targeting ethnic audiences (African Americans) and we often get asked for insights and how our consumer insights are unique to African Americans (versus non-Blacks). This often becomes an exercise in unicorn hunting, with a lot of fussing about what is and what is not a “Black insight”, when what is really being sought is a unique idea that will get African American consumers to choose one product over another. As your presentation points out (thru the VW “Pink Moon” ad and Fallon’s ad with the cat wrangling) that unique idea could come from an observation vs. insight.

I hear a lot of clients asking for “fresh insights” but I think what they really want is “fresh thinking”. An insight would help with that, but so would a clever observation. So would having a good conversation with the client (quality time vs. being squeezed between two meetings). So would having more conversations with Creatives and Media folks after the brief is written. My fear with all the talk about “insights” is that we assume that the only person who can come up with the “a-ha” moment is the planner – and that’s often not the case.

I also worry that “we need more insights” are just code words for finding justification that a great idea is “safe to take to my boss”; unfortunately, safe ideas are seldom insightful.
I would love to get a copy of your presentation:
kbrockenbrough@burrell.com

]]> By: saurabh varma http://www.simon-law.com/archives/13/comment-page-2#comment-2843 saurabh varma Fri, 14 Nov 2008 02:36:40 +0000 http://www.simon-law.com/archives/13#comment-2843 Hey simon, just saw this today. very interesting read. can i request a copy of the pres. Last Friday, i closed the Asia Insight chapter orgainsed by the Asia Business Forum. Now i wish i had stumbled on this note before. Anyways, if you do decide to send me this pres, i promise to send what i put down for the conference. thanks. Hey simon,

just saw this today. very interesting read.

can i request a copy of the pres.

Last Friday, i closed the Asia Insight chapter orgainsed by the Asia Business Forum. Now i wish i had stumbled on this note before.

Anyways, if you do decide to send me this pres, i promise to send what i put down for the conference. thanks.

]]> By: Umair http://www.simon-law.com/archives/13/comment-page-2#comment-2831 Umair Fri, 07 Nov 2008 11:15:38 +0000 http://www.simon-law.com/archives/13#comment-2831 Amazingly some of the most idiotic things have been labelled "insights" to justify stupidity in campaigns. Wonderful presentation, where did you get the "insights" for this? :P Amazingly some of the most idiotic things have been labelled “insights” to justify stupidity in campaigns.

Wonderful presentation, where did you get the “insights” for this? :P

]]> By: Simon Law http://www.simon-law.com/archives/13/comment-page-2#comment-2823 Simon Law Sat, 01 Nov 2008 21:02:05 +0000 http://www.simon-law.com/archives/13#comment-2823 I endorse anyone who digs up a genuine insight! But, and I guess this was the point really, let's not pretend we've got an 'insight' because we need one and whatever you're looking at is the best thing from the bunch you got. It's like saying you have a "great idea" when really you only have the best idea out of everything you've seen. They're hard to find, and we shouldn't continue to pretend that everything is an insight... it simply continues the marketing myth, doesn't it? I endorse anyone who digs up a genuine insight! But, and I guess this was the point really, let’s not pretend we’ve got an ‘insight’ because we need one and whatever you’re looking at is the best thing from the bunch you got. It’s like saying you have a “great idea” when really you only have the best idea out of everything you’ve seen. They’re hard to find, and we shouldn’t continue to pretend that everything is an insight… it simply continues the marketing myth, doesn’t it?

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