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Simon Law - October 11th, 2006 insight s And what theyre not What they are.

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Presentation on theme: "Simon Law - October 11th, 2006 insight s And what theyre not What they are."— Presentation transcript:

1 Simon Law - October 11th, 2006 insight s And what theyre not What they are

2 Simon Law - October 11th, 2006 Generally, Insights is just a horribly misused word! Along with Brand and Strategy

3 Simon Law - October 11th, 2006 purchase insights usage insights owner insights product insights brand insights cultural insights consumer insights future insights market insights

4 Simon Law - October 11th, 2006 Why insights are important Strong insights often lead to great work. Not all the time, but enough to make them worthwhile

5 Simon Law - October 11th, 2006 IdeaInsight Sony - Balls Guinness - Noitulove Honda - Cog Budweiser - Whassup Orange Film Board Fox Sports Net Nike - Tag Subservient Chicken Apple Ikea - Lamp Honda - WhatIf? Honda - Grr

6 Simon Law - October 11th, 2006 insight |'in¡sït| Noun The capacity to gain an accurate and deep intuitive understanding of a person or thing

7 Simon Law - October 11th, 2006 insightful |in-sahyt-fuhl| Adjective Characterised by or displaying insight; perceptive

8 Simon Law - October 11th, 2006 Diageos definition An insight is a penetrating observation about consumer behaviour that can be applied to unlock growth

9 Simon Law - October 11th, 2006 Stuff WCRS planners said, when asked… A new Point of View thats immediately recognisable It must be cause AND effect - insights prompt effect An insight is NOT an observation - it explains why, rather than just observing that people do something Insights... Theyre things that other people think of, then you immediately wish you had

10 Simon Law - October 11th, 2006 insight Observation Disruption

11 Simon Law - October 11th, 2006 My Opinion (as of yesterday) An insight is a revelation that produces great work (there should be a degree of Fuck me. I never thought of it like that!)

12 Simon Law - October 11th, 2006 Judging your insight… Will people get it? Is it something new? Is it simple enough? Can you support it? Will it effect change?

13 Simon Law - October 11th, 2006 Write it on a blank sheet of paper, with no supporting words Is it still interesting?

14 Simon Law - October 11th, 2006 How to find insights… To be fair, good insights are usually hard to find…

15 Simon Law - October 11th, 2006 Research Insights

16 Simon Law - October 11th, 2006 Discovery » Insights (research being one tool for discovery)

17 Simon Law - October 11th, 2006 Dont pretend its an insight when its not! (youll only get found out)

18 Simon Law - October 11th, 2006 Some examples...

19 Simon Law - October 11th, 2006 Burger King Crispin Porter & Bogusky Employed a social scientist

20 Simon Law - October 11th, 2006

21 California Milk Board Goodby Silverstein & Partners Used a deprivation study

22 Simon Law - October 11th, 2006

23 The AA HHCL Talked to the phone operators, instead of just customers

24 Simon Law - October 11th, 2006

25 EDS Fallon Found an insight within comments from the CEO

26 Simon Law - October 11th, 2006

27 HP iPod Goodby Silverstein & Partners Delved into peoples playlists

28 Simon Law - October 11th, 2006

29 Volkswagen Arnold, Boston A Creative Director reminiscing

30 Simon Law - October 11th, 2006

31 Game Show Network Chiat Day, San Francisco A group outing that inspired the campaign

32 Simon Law - October 11th, 2006

33 Two final examples... Proof that insights arent always the answer

34 Simon Law - October 11th, 2006 British Airways Saatchi & Saatchi Great ad - no insight!

35 Simon Law - October 11th, 2006 Insights are often unrecognised fundamental human truths. So begins the section on insight from the Saatchi & Saatchis APG paper for British Airways in

36 Simon Law - October 11th, 2006 The central nerve that runs through people's emotional attitudes to flying is that it brings people, families and loved ones together. The emotional insight:

37 Simon Law - October 11th, 2006 Having excavated all the data and figures on British Airways, we felt that the most compelling 'megafact' about it was still that BA is chosen by more flyers internationally than any other airline - 25 million passengers, of all nationalities, fly with BA each year. The size insight:

38 Simon Law - October 11th, 2006 We combined these two emotional and rational insights and got a potential contradiction in terms. A 'caring megafact', so to speak. British Airways brings 25 million people to other people all around the world every year. It is often said that creativity is the result of two previously unrelated thoughts crashing together.

39 Simon Law - October 11th, 2006

40 Boots Suncare Mother Lovely observation, or great insight?

41 Simon Law - October 11th, 2006

42 Finally, dont get too hung up on them Many insights are creative rather than strategic Many great ads contain ideas but not insights Just make sure your briefs are really clear and contain something that is useful to creatives!

43 Simon Law - October 11th, 2006 insightsinsights Thanks! The End


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