Insights - something of a presentation…
Oct 11th, 2006 by Simon
I had to talk to our account management department this morning on Insights.
Agreed to do it a long time ago and then suddenly realised that the time was upon me a few days ago.
What a mistake. I thought it would be interesting to do because I don’t know if I agree with Insights overall. I think they exist and can be useful, but I think that they are misused way too often. We talk about insights too easily. And, the reality is, that insights are really hard to find - and, they’re not the ONLY way to write a good brief. Anyway, here’s what I cobbled together - I’d be really interested in any opinions on this - particularly since I’d like to make it better one day. I’ll also try to find a way to post the file so you can adapt it as well…
I started weakly by admitting that I’d cobbled it all together at the last moment - don’t think that went brilliantly - next time I’ll try something more confident!
From here on in, I’ll paste in the notes I wrote to myself - and try to augment where they’re particularly weak…
Start with a good rant about misused words and the abundance of buzzwords in marketing - usually to the obfuscation of any real meaning. (Try to remember to use the word “obfuscation” in particular.)
Talk generally about insights - the multitude of different types that exist - the fact that this list may not even be exhaustive and definitely contains some areas that don’t make for particularly good insights.
At least, not that I’ve seen to date. But, you never know…
Reference some real examples that are coming later - like the Crispin Porter Burger King stuff that rides the wave of anti-metrosexual eating.
And, the Got Milk work from Goodby Silverstein that found an insight in the relationship between Milk and other foods.
Maybe mention the need for some friction - that Milk exists out of the negative - that finding some of these insights requires that you push against the usual patterns of behaviour. This could come later, though!
Maybe admit that at the outset I was going to rubbish insights as passe - the thing of yesteryear. But, upon reflection and a bit of digging, it became clear that the real problem isn’t that they’re no long useful - it’s that so many ads don’t actually contain real insights and we’ve spent so much time talking about them that they’ve become part of marketing language.
They’re oft talked about, but rarely found.
Much as we’d like to pretend that it all came from planners, it probably didn’t - in reality, a lot of the time it’s the creatives who inject the insight. That’s part of the process of creating work. And, more often than not, the account team were responsible for making a leap of thinking that exposed a real insight.
However you find them, though, they are definitely worth having. When you look around, you’ll find that a lot of really great work has a great insight at the heart of it.
Bit of a last-minute thought - looked at the past 6 years of Cannes winners - did they have insights or not?
And the answer’s pretty clear - very few are insight-based.
Doesn’t mean that insights are useless - just be careful not to think they’re the only route to a great ad.
The interesting bits being accurate - although that sounds pretty obvious.
But, Intuitive - and I think that is important, because it’s not about rational thinking and slavish research.
You need to find something that strikes a chord with people - it’s a gut-felt response we’re looking for, and not a head nod.
Equally, and the only reason I pulled this in as well - there needs to be a degree of ‘perceptive’ in there.
Something that is perceptive, can’t be too obvious - it can’t just be an observation - which is a key distinction.
Yet more words!
Probably the most interesting thing about this is that it’s one of so many definitions that exist - and, to be honest, I just chose this one because Herve told it to me and it was really rational.
It feels like the minute you talk about it this mechanically that you lose some of the sauce you’re looking for.
Naturally, talking to people we know here produced far more interesting results.
Particularly the last one, from Jo, which is kind of an insight in itself.
Talk about Chiat and HHCL and disruption - finding conventions and breaking them
Talk about general insights being less disruptive, but equally potent. The need to actually find something with a point (or a point of view). Wang on for while about creativity and insights - the fact that some ads have great insights and yet are rubbish (like AA which we’ll look at later) and maybe P&G falls into this camp - although you have to admire “Love Dirt” because that was actually great.
We know that we’re avoiding a trap here - which is that our “insight” is just an observation and maybe not even a particularly astute one.
So, for me, the important word is “revelation” - the need for something that changes our opinion… and that can be done in many different ways, but is definitely a key part of the best communications.
Talk about how maybe it doesn’t need a definition anyway - after all, nobody has an agreed definition, so maybe it’s because it’s a bit more complex than that.
In which case, maybe we’re better off using a set of questions to see whether we’ve got a good ‘un…
…In reality, my notes for this page were a copy of 2 pages earlier, so I had to make up new ones…
For me, one of the best tests of anything that you think is a breakthrough, an idea or an insight is to write it on a piece of paper - on its own and make sure that it’s large type in the middle of lots of white space.
Then judge it - can it stand the test of brevity… No support… All that. Do you still feel proud?
I don’t think I can really tell you how to find them, since it involves some inspiration and some degree of looking at a problem in a way that nobody has before - otherwise, it won’t be fresh enough to be an insight.
So, instead, I thought I’d touch on a couple of things I think then use examples - nice cop out!
First off, I want to be vitriolic about research.
It’s not that I don’t think we should do it, it’s just that I think it’s become a crutch for everyone.
And, as such, it no longer produces the magic we’re looking for.
Unless you do something weird with it.
Take business people out to dinner. Or go on field trips with consumers.
Basically, do something different with them if you want to find a different answer.
AND MAKE SURE you know what you’re asking - always go in with a new hypothesis to test. Otherwise, you’ll probably find what everyone else discovered 5 years ago.
Discovery isn’t exactly the revolutionary term I was looking for, but it will have to do - since I couldn’t think of anything else last night at 8pm.
But, if you’re thinking about exploring and discovering, then you’re at least thinking bigger than research.
And, the research will need to live up to more in itself.
So, go discover. And make it a big old trip so it’s got a good chance of digging up something new…
Finally, and I know this is a bit of a side point - don’t kid yourself that you’ve got a great insight when you don’t.
There’s nothing worse than pretending.
Because it probably means that you won’t find another part of your brief or strategy to upweight instead.
After all, the insight isn’t everything!
Right, time for some examples. And some ads to keep you awake!
Hopefully these will give you some ideas beyond the obvious for finding an insight as well as be ads that you haven’t seen.
In the hope of keeping it interesting, I’ve purposefully gone with a majority of US ads. Also, mention the Rob T. dig about being “West Coast” proud!
The main point is to show different ways that people FOUND these insights, though - so don’t just watch the ads.
Crispin Porter & Bogusky
Employed a social scientist to make a bigger cultural observation about what people are eating and why, revealing a dissatisfaction amongst men…
Cue Burger King “Manthem” spot. It’s on adcritic and you can also see it here on YouTube.
I talked a bit about planning at Crispin Porter (according to what I’d heard from Colin Drummond) and how they’ve been using social scientists to find cultural insights. Things that help them make ads that really shape our culture and feed off it, rather than some minor consumer observation. My general admiration may have shown through!
Goodby Silverstein & Partners
Observed that Milk was best with food… then they used a deprivation study to find the insight…
Cue the original “Got Milk?” ad - Aaron Burr. Classic stuff! Again, on adcritic, or here on YouTube:
Despite working at Goodby Silverstein, I still know more about this example from Jon Steel’s book (Truth, Lies and Advertising) - which I rediscovered while writing this. Useful because they did something different with research to find the insight - not just traditional focus groups.
Also, it’s one of those rare examples where the negative works. You know how we generally dismiss negative ideas for being, well, negative. But, here it is - a negative that works. Without doubt one of the most successful campaigns of the last decade, and it’s a negative.
HHCL
Saw that AA members talked about how friendly the AA repairmen were (hence the previous ads). But, when they talked to the phone operators, they found a far more provocative insight… that people are in a real panic when they call - they are in an “emergency” and not looking for a friendly face so much as a saviour.
Cue “4th emergency service” ad - Not on adcritic, nor on YouTube - I’ll try to get a link later on.
But, I was shocked to see the ad wasn’t as great as the insight - I remembered it as being one of the great ones, but it isn’t - it’s a bit straight and not HHCL-like at all. Oh well.
Next up, an epic from Fallon…
Nobody understood or particularly cared about IT outsourcing until it was brought to life in a different way. An insight they found within commentary from the CEO…
Cue “Cat Herding.” Again, find it on adcritic, or here on YouTube:
An ad that opened the door for a company that nobody understood nor saw reason to meet with. It even got mentioned by Bill Clinton, so it got a presidential seal of approval!
Goodby Silverstein & Partners
One from my days there. Delving into people’s playlists, we found that the mash up of music was far greater than you’d ever expect - Bach next to U2, Interpol, Eminem, Willie Nelson and so on…
Cue “Mash up” - On adcritic or right here from the almighty YouTube…
This insight enabled us to do something with a brief that seemed impossible: to co-exist with the iPod ads without looking totally lame!
Everyone shows cabrios/convertibles in the sunshine.
Until Arnold did this night spot - which brought to life the hidden joy of a night drive.
All because the creative director, Lance Jensen, had a different view of convertibles from his own college years. His comment: “Everyone thinks beach and sun, but at night it’s like you’re in a space ship.”
Cue “Milky Way” - see it on adcritic or right here from YouTube:
Personally, I love this - it nails that secret joy of having a convertible - driving when it’s warm and night (not something you’ll get to do often in the UK, admittedly) is sheer magic. And it’s totally different - even the idea that the kids were more responsible, more taken with the mood than a party.
Another agency to take a slightly different perspective. Chiat Day.
Who took the whole team out to the studios of Game Show Network for a day initiation.
And spotted something that research probably never would.
The fun isn’t in taking part - it’s in knowing the answer when the idiot in the chair is clueless!
I spent ages looking for “Marsupial” but I couldn’t find it. Then I found “Botulism” on visit4info - click here, but I can’t see it on YouTube… I’ll look and try to find it later, too. It’s that great ad with people shouting “Botulism!” at the screen with increased intensity - until the dim-witted contestant is seen saying “salmonella?” - endline: You know you know.
I thought I’d finish with a couple of examples that mixed it up - one that shows a great ad that isn’t based on an insight - but with the APG paper that talks about the insight in detail… then one that we could debate as a group as to whether it had an insight or not…
I found this in an old APG paper from 1993 - you can only assume that people were more lax on ‘insights’ in those days!
I thought we’d look at it because it’s a prime example of a product fact wrapped up as a insight for no good reason.
After all, it’s a great brand, a great product fact and a great ad.
Can’t argue with that, can you?
Then you see this.
But, where’s that amazing insight?
After all, this isn’t exactly new news…
And this!
Yet again - not an insight in sight.
Good product fact, though.
Bold claims, beautifully written, but totally devoid of actual insight.
Look at the ad, though - another great one.
Didn’t need to be an insight - they should have just been honest and said that they found a really compelling product nugget.
And, this paper refers directly to the “Face” ad that British Airways launched in December 1989 - and it ran for 4 years. It was that good. It still looks good today (although that Australian beer one kind of trounces it with the humorous take on the same idea!).
I originally got it from Kynelle.co.uk, but you can see it right now from YouTube:
I still maintain that’s a great ad. It’s just not an insight!
This came up when we were talking about insights in our internal planning meeting last week.
We quickly decided that it was a great example of an ad with an observation, but not an insight.
But then, maybe not - when I actually watched the ad, I kinda thought there might be an insight after all - it is about how us Brits go crazy for the sun and “every second counts.”
Dunno - but it’s definitely closer than BA was! Which fortunately did produce some debate in the room.
Again, kynelle.co.uk produced the result for our presentation, but you good people can see it from YouTube…
Maybe “The British Summer… Blink and you’ll miss it” is the real insight?
And, then I began to wind it up. Enough is enough.
So, I finished by trying to reiterate that we shouldn’t get obsessed with insights - that’s probably why they get claimed so often when there isn’t one. You don’t have to have an insight, nor do you have to have anything else in the brief. Except a thought - something that opens a door for the creative teams. Something that sparks a new thought. Something that is interesting, exciting, new, or just so brutally simple that it’s the easiest thing in the world to write around.
And, personally, I don’t think it’s even about finding one thing - the more the merrier. But, that’s another debate…
So I finished with this slide, because it looked colourful. You know, like Russell’s presentations, although it’s still just typed!
Hi Simon,
I’m doing an internal agency workshop on insights and creative briefings and this post was truly inspiring reading - thanks for the sharing.
Casper
Feel free to use it - if you want, I can send you the ppt or Keynote file. In return, let me know what you add to it!
(which goes for anyone else, too)
Thanks for the compliment, though.
Fantastic if you can give it to me in a ppt.
What could be a further inspiring read is your take on how to give stimuli to creatives besides insights hence your example on great solutions without insights (though i suspect some of the responsible planners would argue that they do include some sort of insights).
Off-course a few of the great creatives don’t need much help at all - besides our interventions in the procces and help to make strategic argumentation for their solutions.
My e-mail is:
cw@la-familia.dk
Cheers
Casper
[...] Insights - Something of a presentation –> Simon Law, Ex - Planning Director Goodby Silverstein & Partners postet auf Another Planning Blog eine Präsentation über das allseits beliebte Thema Insights und produziert dabei auf ansehnliche Art den wahrscheinlich längsten Post den ich bisher gesehen habe. [...]
[...] in November, Casper made this comment on a post I did on [...]
Great post, thanks for sharing (just found it now, after some kind soul linked to in at http://www.pinkair.com/2007/02/what_is_an_insi.html).
Often way too much weight is given to to the importance of the insight -sometime it is just an observation, and we should be fine with that, as long as it is an observation that gets us all to a new place.
I thought your comments on the BA work were interesting -we used a similar strategy for Air New Zealand a few years back. We kept it simple, though -the insight being that, contrary to what airline ads would have you believe, flying is not glamourous or exciting. Rather, it is merely a means to an end, a facilitator of the experiences you will have at your destination.
(one of the spots is at http://www.youtube.com/watch?v=nFQGogEFWGE)
Great to hear you all sharing your POV on the whats and hows of insights. An insight is certainly an end in itself. But it helps rally all stake holders in the client and agency conversation. It’s not the only or sure way to great work, but it creates coherence out of chaos.
In my planning work, I often find it useful to think in terms of conflict or tension. This helps me identify a role for the brand.
Simon - only just found this via RD. Excellent, excellent, excellent.
Why don’t you put it on slide share? And embed the player on your site.
BTW - The AA insight came from the creative team (Liz and Dave) spending the day with patrol men. I agree with the observation about the ad though. It came from a brilliant relationship between planner and creative director. When there was no real insight (Tango) the creative work took up the slack. When the insight was strong the creative execution took a back seat (AA, Ronseal).
Hi Simon,
Great read, thanks alot. I was wondering if you might be willing to send me a .ppt with the presentation. I am holding a internal workshop in the coming month where this would serve as a great inspiration. Once again thanks for a great post
My email is lars.samuelsen@mecglobal.com
Cheers
Lars
Many thanks for sharing. It’s good and interesting.
Simon-
Just brilliant. Full of great stuff.
Is there any way you can send me a ppt file, or post it to the blog?
paul.mcenany@gmail.com
Thanks!
Paul
[...] So, here it is - the ad links don’t work - you need to get those from AdCritic, Kynelle or YouTube - lots of them available in the original post… [...]
Hi Simon
Great work! I really enjoyed this clip and was wondering if you are willing to send me a ppt version of the presentation.
michael.tang@mecglobal.com
Thanks so much!
Hey there,
This is fantastic. I just gave a presentation on strat planning meets media planning…gave examples of insights and all…but this is awesome!
Was wondering if you could e-mail me a copy
hazuria@gmail.com
Thanks and great great work
Simon,
This is one of the best explanations of insights that I’ve seen. As with everyone else, was wondering if you would email me a ppt copy of the pres. My team is discussing insights in the next few weeks and would love to share.
adam.gerhart@mindshareworld.com
Thanks for the inspiration.
[...] Another Planning Blog… » Blog Archive » Insights - something of a presentation… (tags: presentations advertising) [...]
Hey Simon,
This comes donkey’s years after you published this brilliant post so sorry about my inexplicable delay.
Anyways, thanks for the inspiration. This presentation was truly enlightening. While reading this, though, the following two observations/questions popped up in my mind. Please feel free to shed some light on them:
1) Would the process of identifying “what” an insight truly is become easier if all concerned drew up a well-defined list of what an insight “isn’t”? I mean, it’s all there but somehow it’s like debating in Copernicus’ times whether the sun revolved around the earth or vice-versa.
2) Howcome always trying to think “sideways”, we never utilise Edward de Bono’s works? He is the undisputed father of modern lateral thinking? Actually, that prompts me to ask myself, why haven’t I done that myself?
3) Are what we usually end up with as “insights” simply “observations” because we try and solve the “product problem” mentioned in the brief instead of focusing on a strands of human behaviour?
Would be grateful if you could share your thoughts on this.
Regards
Yousuf
Hi Simon.
as per everyone else, this is great stuff, and well rounded.
Do you think you could send me the powerpoint file?
keep up the good posts
toby
Simon- thanks SO much for sharing this with all of us. I’m presently working on a presentation outlining digital insights- I’d love to have your PowerPoint file and then I can share the digital stuff with you when it’s finished. Cheers!
In response to Yousuf…
Hell yeah! I agree that ‘insights’ are slippery little suckers - hard to know how on earth you can really define them - so maybe defining what they’re not is the only way to do it!
As for not looking to Edward DeBono, I don’t know - good point, well made. I’m reading Re-Think at the moment which also has some good thoughts on how to think laterally. I’ll try to review it quicker than my last book review!
And, finally, on your third point. Yes again. I was just scrawling some stuff in the briefs post above (or whatever the direction is in blog-land) about this - how we don’t spend enough time working on the business issue rather than propositions and comms directions/propositions/strategy. And, I’d add the ’strands of human behaviour’ to that as well - I love what CP+B do with cultural science… It may not be the perfect answer, but at least they’re trying something new - and cultural trends are key to this stuff.
Hey Simon,
Nopes, unfortunately I don’t get any notices but never mind, hi from me too!
Thanks a bunch for the reply and don’t worry about the delay. And an even
bigger round of gratitude for reading through my comments. It’s an honour
for me, indeed.
And now, here goes… will post this on your blog too:
I think the best way to “not-define” an insight could be using the Set
Theory/Venn Diagram approach or we learn in Algebra at school. A set is “a
well-defined collection of related elements”. A Venn Diagram is two or more
sets of related elements with the aim being to identify the common factors.
And since there are types of sets, there should be types of insights too
(you’ve covered this excellently in your presentation). The task, therefore,
for a planner or his/her team should be to identify that when “related
elements” like observations, comments, findings, research and all the
mumbo-jumbo crap are put together, do they form a set (s) of insights? And
if they do, what kind? Consequently, which set (s) of insights is applicable
to the customers and brand in question.
Alternatively, using the Venn Diagram approach, we could put together all
sensible observations blah blah and find out the common factors. That may
lead us to one statement that could “sound” like an insight.
Umm, I just realised this has been said before in ways more than there are
scout knots but what the heck, it’s my turn now
On cultural trends, I think the pace at which this “Bladerunner” age is
evolving, a key task for our breed is to clearly (or at least hazily)
differentiate between a fad and a trend. Maybe it’s only me who doesn’t know
how to do this but the only evidence that makes me doubt this
self-assumption is the rate at which apparently “trend-based” campaigns fail
today (at least in developing economies).
I think before jumping onto the bandwagon and calling “second life” a trend,
we need to evaluate factors such as possible causes for the rise of a
continuous phenomenon, the number and kind of people adopting it, the
socio-political-economic current reality in which it has emerged, it’s
desired and real effects on current reality, the rate at which it’s
adaptation is moving, the channels through which the phenomenon is being
picked up by its adopters, the direction in which it is headed, its
ripple-effects (if any), its likely future. There were a few more factors I
had thought of but can’t seem to recall them right now.
Anyways, I think I’ve ranted off to no avail today and am going to call it a
day now. But let me mention just one more thing I think could help us in
understanding the blubber we call insights - the ensuing debate between
“enthusiasm marketing” and “aspiration marketing”. Is an insight something
that people represent their confidence/aspirations through or is it
something that gets people enthusiastic?
Looking forward to your comments and your book review.
Cheers
Yousuf
Hello Simon,
I’m doing a study on the term insight in marketing and i find this piece of information very usefull.
Could you send me the ppt too? my mail is tribaltt(at)gmail.com
Thanks for the above article!
[...] 24th, 2007 by brandonblog This is a very enlightening post we found at another plannig blog about the importance of insights and observations (and not always from research) on the way to [...]
Hi
These is a great piece of work, and thank you so much for sharing. As per the majority who have commented - would you mind sending me the powerpoint/keynote file?
Many thanks
Mark
An absolutely brilliant piece Simon.
Hi Simon,
I’m from Middle East, trying to make a good cause of the profession. I found your post (albeit a bit too late perhaps!) really interesting. That was really making the process extremely simple to understand / comprehend.
Often we planners are faced with drawing out insights from absolutely dead data. In this part of the world, planners are often expected to draw out interesting breakthroughs - without the support of any kind of research (which is incidentally scarce compared to other parts of the world). Hence I was planning to give sort of orientation session to the AEs, to let them also understand the process of planning and insight generation.
Therefore, it would be great if you could send me a ppt of the file.
Thanks and Regards,
Shantanu Sengupta
cool stuff, just found this now Simon.
could you beam the ppt over to me? would be really helpful!
thanks & all the best
alex
alex.jordan@bbdo.de
Hi Simon, Sadly your link to the VW Golf night driving ad no longer works. This one appears to work though if you want to swap it out:
http://www.youtube.com/watch?v=8vptGhAUukc
hello! nice piece, with quite an accurate conclusion:
just give something useful to creatives!
personally, i am sick and tired of all the (buzz)words you mentioned (add touchpoints and web 2.0). in terms of effecs - it’s not the point how we name the hint, the point is if it works.
and again, in general, very often it’s all about “making strategic argumentation to creative solutions”
finding real insight them is fun, and quite an achievment . wish all of us a couple of good ones
again, nice piece
cheers!
m.
Dear Simon,
Very interesting presentation could you beam the ppt over to me? would be really helpful!
thanks & all the best
tarabinsofia@gmail.com
merci beaucoup:)
Hello Simon,
I know, its perhaps a bit late to ask you the same question again,
but it would be great if you could send me your presentation too (long tail ;). Im working on a big project here in Germany and this presentation really inspired me. I´m trying to shake up a bit the german ad-market with it!
My adress: Steffen.staeuber@bbdo.de
Thanks & greetings from Stuttgart Germany
Steffen
Hi Simon., everytime i have written a brief the part where insight comes in is the most difficult to fill. And the discussion with creative on this goes on and on with no end to it. The day I started using whats the idea and not the word insight I feel that the creative and I have a far more fruitful debate / discussion. I truly believe in the power of an idea over an insight. I say maybe its time to remove the insight column from the briefing format. The bset definition for me on insight (don’t remember where i read it but it stuck) - UNTHOUGHT KNOWN
a bit late and yes a bit cheeky, but I would love a copy of that presentation if possible!
quitepossibly@btinternet.com
many thanks
Simon- loved this post. Thoughtful, smart — wish this kind of thinking was more prevalent in our business.
Would love a copy of your presentation in ppt or keynote if possible. I’m doing an internal worksession in a few weeks and would love to share some of your thinking.
liesl.chang@gmail.com
This is a very inspiring blog entry, Simon! Where have I been browsing all these months? Thanks for sharing. Hope you can send me a copy of the .ppt, too. Kindly email it to this address: linkcomm@gmail.com
Hi simon. Great piece. I’d love the ppt of this to use with my Level 2 students (I run the BA Advertising & Brand Management course at Staffs Uni in Stoke - we “do” strategic brand communications combining strategy and creative practice in a studio environment - great course, first graduating year this year) if I may. i work on a mac so pptx won’t work. Cheers.
very interesting, but I don’t agree with you
Idetrorce
Hi Simon,
Really like the presentation. Just started at a branding agency in Amsterdam in strategy/insights. Would be fantastic if you could send me the ppt. I can send you my additions to the presentation.
Many thanks, Stephan
Hi Simon
This is great stuff (found you via Plannersphere). I’ve just started in a new agency and would love to use your presentation to edcuate & inspire in equal measure. If you could send in keynote that would be great: nick.gill@lawtoncommsgroup.com
Cheers!
Nick
Hi Simon,
great stuff! I’d love to share your thoughts with my colleagues. I would be deeply grateful if you could send me a copy (ppt) to hinrich.wittern@publicis.de. Thank you so much.
Hinrich
Hi!
I’m a strategic planner trainee and I’m reading everything I find, so I can learn more
Could you send me a copy(ppt) please?
anafbverissimo@gmail.com
Many thanks, Ana
Great, great post. Thanks for sharing. I would love a copy in powerpoint if possible.
jonnym@bellamyhayden.com.au
Cheers Jonny
Hi Simon,
I´m a latecomer but i LOVED your presentation too!
Could you send me, I´d like to show it to my colegues.
If possible I`d like in both versions (ppt and keynote)
many thanks from Brazil
Julia
I hope u see this
[...] http://www.simon-law.com/archives/13 [...]
Hello Simon,
please send me the ppt as well, as I want to explain my colleagues what I’m doing the whole day: it’s a mixture of doing the job (finding insights, making observations, finding the right thought kick it all off - whereever it comes from, etc.) AND explaining the whole day what I’m doing resp. what the fuck the right insight is.
Thanks for your help: stefanie.kuhnhen@grabarzundpartner.de
hi Simon,
it seems I’m a little late but is it possible for you to send me this presentation (either ppt/keynote) - i’ll try to add some examples from the digital world.
thanks in advance,
Romain, lowe paris.
thegromain@gmail.com
sorry - just saw you’ve put it up a while ago !
Great read. Thank you so much for sharing!
Have you tried slideshare.com for posting PPTs?
Alex
[...] http://www.simon-law.com/archives/13 [...]
Hi Simon,
while surfing on http://www.apgd.de I got in touch with your presentation “insights”. I, just a consultant and not a planner in an agency, often discussed the difference between insights and observation alternatively a valid definition for “real insights”.
It has been very imposing to read an think about your thoughts.
So I would appreciate, although it`s little late, if you would send me a copy of this presentation.
Thanks a Lot
Fabian
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
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.
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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.
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
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
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?
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?
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.
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