insights

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insights
What they are
And whattheyre not
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Generally, Insights is just a horribly misused
word!
Along with Brand and Strategy
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Why insights are important
Strong insights often lead to great work.Not all
the time, but enough to make them worthwhile
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Idea Insight

• Sony - Balls
• Guinness - Noitulove
• Honda - Cog
• Budweiser - Whassup
• Orange Film Board
• Fox Sports Net
• Nike - Tag
• Subservient Chicken
• Apple - 1984
• Ikea - Lamp

• Honda - WhatIf?
• Honda - Grr

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insight 'insït
NounThe capacity to gain an accurate and deep
intuitive understanding of a person or thing
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insightful in-sahyt-fuhl
AdjectiveCharacterised by or displaying insight
perceptive
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Diageos definition
An insight is a penetrating observation about
consumer behaviour that can be applied to unlock
growth
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Stuff WCRS planners said, when asked
A new Point of View thats immediately
recognisable
An insight is NOT an observation - it explains
why, rather than just observing that people do
something
It must be cause AND effect - insights prompt
effect
Insights... Theyre things that other people
think of, then you immediately wish you had
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Disruption
Observation
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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!)
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Judging your insight
Will people get it?Is it something new?Is it
simple enough?Can you support it?Will it effect
change?
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Write it on a blank sheet of paper, with no
supporting words
Is it still interesting?
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How to find insights
To be fair, good insights are usually hard to
find
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Research ? Insights
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Discovery Insights
(research being one tool for discovery)
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Dont pretend its an insight when its not!
(youll only get found out)
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Some examples...
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Burger King

• Crispin Porter Bogusky
• Employed a social scientist

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California Milk Board

• Goodby Silverstein Partners
• Used a deprivation study

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The AA

• HHCL
• Talked to the phone operators,instead of just
  customers

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EDS

• Fallon
• Found an insight within comments from the CEO

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HP iPod

• Goodby Silverstein Partners
• Delved into peoples playlists

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Volkswagen

• Arnold, Boston
• A Creative Director reminiscing

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Game Show Network

• Chiat Day, San Francisco
• A group outing that inspired the campaign

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Two final examples...
Proof that insights arent always the answer
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British Airways

• Saatchi Saatchi
• Great ad - no insight!

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Insights are often unrecognised fundamental human
truths.
So begins the section on insight from the
Saatchi Saatchis APG paper for British
Airways in 1993...
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The emotional insight

• The central nerve that runs through people's
  emotional attitudes to flying is that it brings
  people, families and loved ones together.

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The size insight

• 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.

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It is often said that creativity is the result of
two previously unrelated thoughts crashing
together.

• 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.

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Boots Suncare

• Mother
• Lovely observation, or great insight?

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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
andcontain something that is useful to creatives!
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insights
The End
Thanks!