Comments on: Insights - something of a presentation… http://www.simon-law.com/archives/13 Sporadic thoughts - mostly about communications, brands, etc... Thu, 04 Dec 2008 23:34:52 +0000 http://wordpress.org/?v=2.6.2 By: Kevin Brockenbrough http://www.simon-law.com/archives/13#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-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-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-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?

]]> By: skip balch http://www.simon-law.com/archives/13#comment-2822 skip balch Thu, 30 Oct 2008 22:03:47 +0000 http://www.simon-law.com/archives/13#comment-2822 Simon, Just discovered this gem and based on the dates of responses it appears to be approaching the "timeless" distinction. I'm still not sure if you endorse or oppose what we do, but you have certainly enhanced my understanding of our challenge. I will be an avid reader of your blog from here on out. Cheers! Skip Simon,

Just discovered this gem and based on the dates of responses it appears to be approaching the “timeless” distinction. I’m still not sure if you endorse or oppose what we do, but you have certainly enhanced my understanding of our challenge. I will be an avid reader of your blog from here on out.

Cheers!
Skip

]]> By: Daniel http://www.simon-law.com/archives/13#comment-2819 Daniel Mon, 27 Oct 2008 17:01:02 +0000 http://www.simon-law.com/archives/13#comment-2819 Hi Simon, I just clicked through this wonderful presentation. And I have to admit: It's as relevant nowadays as it has been in 2006! As many others before I have a question: Can you please send me the PPT? daniel_walloch@sj.com Would be very helpful. Of course I'll give you an update about any additions. Many thanks and kind regards, Daniel Hi Simon,

I just clicked through this wonderful presentation. And I have to admit: It’s as relevant nowadays as it has been in 2006!

As many others before I have a question: Can you please send me the PPT? daniel_walloch@sj.com
Would be very helpful. Of course I’ll give you an update about any additions.

Many thanks and kind regards,

Daniel

]]> By: Milo Chao http://www.simon-law.com/archives/13#comment-2816 Milo Chao Sun, 26 Oct 2008 13:15:45 +0000 http://www.simon-law.com/archives/13#comment-2816 Simon, Thanks! Interesting how the methods to discover and criteria to determine "insights" can be equally applied to the "idea". As you say: Some insights precede ideas. Some insights follow after them. Some ideas search for insights. Some insights search for ideas. Some ideas are articulations, dramatizations of insights. Some insights are the post-rationalizations of brilliant ideas. Simon,

Thanks!
Interesting how the methods to discover and criteria to determine “insights” can be equally applied to the “idea”. As you say: Some insights precede ideas. Some insights follow after them. Some ideas search for insights. Some insights search for ideas. Some ideas are articulations, dramatizations of insights. Some insights are the post-rationalizations of brilliant ideas.

]]> By: Anonymous http://www.simon-law.com/archives/13#comment-2775 Anonymous Wed, 08 Oct 2008 12:39:01 +0000 http://www.simon-law.com/archives/13#comment-2775 [...] http://www.simon-law.com/archives/13 [...] [...] http://www.simon-law.com/archives/13 [...]

]]> By: Alexei http://www.simon-law.com/archives/13#comment-2617 Alexei Wed, 20 Aug 2008 10:52:56 +0000 http://www.simon-law.com/archives/13#comment-2617 Hello Simon, I was planning to throw a Insights presentations for my agency, and I was wondering if I could use your presentation. I see that you offered to send the presentation via email, I'll be glad to send you changes. Hello Simon, I was planning to throw a Insights presentations for my agency, and I was wondering if I could use your presentation. I see that you offered to send the presentation via email, I’ll be glad to send you changes.

]]> By: gabriel http://www.simon-law.com/archives/13#comment-2562 gabriel Mon, 11 Aug 2008 15:47:53 +0000 http://www.simon-law.com/archives/13#comment-2562 Could you send me as well a copy of your ppt and keynote file on insights...it is really good work and i would like to keep it as a great example. I also promise to send you any personal adding... my contact: dgabriel_patru@yahoo.com Thanks :) Could you send me as well a copy of your ppt and keynote file on insights…it is really good work and i would like to keep it as a great example. I also promise to send you any personal adding…

my contact: dgabriel_patru@yahoo.com

Thanks :)

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