To a normal person, research is just data. But to a skilled planner, it tells a story that reveals a powerful, actionable insight. This talk explains the difference between an observation and an insight, and guides planners to realize the importance of using both the left and right hemispheres of their brains to make complicated things simple. This is an enhanced version of a talk given during the Strategic Planners Workout- a training conducted by the 95% Academy on behalf of the 4As.

1. The Art & Science of
Research & Insights
The Art & Science of
Research & Insights

2. You have
the right
problem,
the right
problem,
now what

4. Sometimes you find yourself staring at a blank page…

5. But nature abhors a vacuum and smart people, such as yourself
hate not having any answers, so….
how about this or that or he said
we could try optimized high impact ad
go viral culture next big thing Socia
& she said client likes creative hate
Sometimes you have too
much information& she said client likes creative hate
competitive edge the population o
salesithinkmaybeiloveherdata indicate
amncigaretteconsumer blue ocean sout
nextmeetinghot button360 integratedlikeawardsustainableimpacttouchpoint manage
uccessmetricscommunitynextbeachtripBoracay
keholdersmeaningoflifegeniusdamnfungryno
Aaaaaarrrrrggggggghhhhhh!!!
much information

6. Take a step back
& distill your
thoughts
Focus on what
really matters

7. Art Science
The
Insight
that really
matters
The
Number
that makes you
stop& think

8. Art Science
The
Insight
that really
matters
The
Number
that makes you
stop& think

9. What story
do the
numbersnumbers
reveal

10. “There are three
kinds of lies:
lies,damned lies
and statistics.”
- Mark Twain- Mark Twain

11. Does she really have breast cancer?
The probability of female breast cancer is 1%
If she has cancer, the probability of a positive is 90%If she has cancer, the probability of a positive is 90%
If she doesn’t, the probability of a false positive is 9%
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)

12. Does she really have breast cancer?
The probability of breast cancer is about 81%
Out of 10 with a positive, about 9 have breast cancer
Which is the best answer?
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Out of 10 with a positive, about 1 has breast cancer
The probability she has breast cancer is about 1%

13. Does she really have breast cancer?
What did doctors think?
The probability of breast cancer is about 81%
Out of 10 with a positive, about 9 have breast cancer
60%
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Out of 10 with a positive, about 1 has breast cancer
The probability she has breast cancer is about 1%
21%
19%

14. Does she really have breast cancer?
What is the real story?
The probability of breast cancer is about 81%
Out of 10 with a positive, about 9 have breast cancer
60%
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Out of 10 with a positive, about 1 has breast cancer
The probability she has breast cancer is about 1%
21%
19%

15. Is the glass half
empty or half full?
How do I tell a
numbers story?

16. Look at numbers in human terms
The probability of female breast cancer is 1%
If she has cancer, the probability of a positive is 90%
Ten out of every 1,000 women have breast cancer
Of these 10 women, 9 test positiveIf she has cancer, the probability of a positive is 90%
If she doesn’t, the probability of a false positive is 9%
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Of these 10 women, 9 test positive
Of the 990 without cancer, about 89 still test positive
When the data was presented in these natural
frequencies, 87% of the doctors got the right answer.

17. 10 out of 1,000
women have
breast cancer
women have
breast cancer

18. 9 out of 10
with cancer
test positive
with cancer
test positive

19. 89 out of the 990
healthy women still gethealthy women still get

20. 98 of 1000
mammograms test
positive,but…
mammograms test
positive,but…

21. … Only about 1 in 10*
positives actually has
breast cancer
positives actually has
breast cancer
* 9 True Positives /98 False Positives = 9.18% or about 1 out of 10

22. There is a 10%
probability she
has breast
There is a
90% chance
she is
Which story do you want to tell?
probability she
has breast
cancer
90% chance
she is
cancer-free

23. Is it actually true?
Numbers
Checklist
Do you really
understand it?
Have you
Does it lead to a
bigger story?
Have you
humanized it?

24. Art Science
The
Insight
that really
matters
The
Number
that makes you
stop& think

25. How do I get
an Insightan Insight

26. Knowledge
Insight
Organization
Understanding
Data
Information
Analysis
Organization

27. Seeing and
understanding
the inner nature
of things clearly…

28. Cluster data to information...
Connect info into knowledge…
Capture relevant data ...
… Insight that matters
Craft initial insights…

29. Observations
answer what…
Insights
answer WHY…
… Insight that matters… Insight that matters
Insights
answer WHY…

30. Consumer
Insight
Competitive
Insight
Strategic
RELEVANCE DIFFERENTIATION
Explore different insight platforms
Client
Insight
Context
Insight
Strategic
Idea
SUSTAINABILITY OPPORTUNITY

31. More young women
are smoking than
ever before despite
known health risks
Consumer
Observation
… because they
worry more about
looking good than
dying early
Consumer
Insight
Consumer
Insight
Develop anti-smoking campaigns that appeal to
women’s vanity
Strategic
Idea

32. Airlines are pushing
free seat promos for
individual travelers
Category
Observation
… because higher
flight yields secure
their profitability
Consumer
Insight
Competitive
Insight
‘Buy 3, 1 Free’ bundles on full-fare tickets to
nurture retention and encourage group travel
Strategic
Idea

33. EA Sports is a
leader in sports
video gaming
Client
Observation
… because EA isn’t
about gaming, it’s
about ‘winning’
Consumer
Insight
Client
Insight
Don’t just put the player ‘in the game’
put them in the middle of ‘the win’
Source: Heat Interactive
Strategic
Idea

34. Youths (18 to 24)
are 2x more likely to
watch movies than
anyone else
Context
Observation
… because they want
more than to be
entertained; they
want to be together
Consumer
Insight
Context
Insight
Transform cinema into a more intimate and social
experience, by putting it under the stars
Strategic
Idea
Images of Rooftop Films Events: Sarah Palmer (L), Andrew Frisicano (R)

35. Does it answer why?
Insight
Checklist
Does it reveal a
compelling truth?
Do you have full
Does it inspire
possibilities?
Do you have full
perspective?

36. Art Science
The
Insight
that really
matters
The
Number
that makes you
stop& think

37. What if
Numbers
& Insights& Insights
worked
together

38. Strategy that
makes a difference
Strategy that
makes a difference

39. the
number that
makes us
stop and
think
the
strategy
the
creative
solution
the
insight
that really
matters
solution

40. Testosterone
levels in men
have dropped
17% over the
last 20
years
Reawaken
your latent
masculinity
Wear the
pants
Men aren’t
feeling like
men anymore
masculinity

41. Dockers
“Wear the Pants”
Integrated Campaign

42. Dockers
“Wear the Pants”
Man-ifesto

43. • The overall feedback to the campaign is both more positive and
higher in volume than any Levi Strauss & Co. campaign to date.
• Dockers generated the largest number of digital posts, gained the
largest increase in Facebook fans and posted the highest number
Return on Ideas
largest increase in Facebook fans and posted the highest number
of searches on Google for 24 hours (during the Super Bowl).
• Sales up by 240% on Game Day.
• 633K people registered for free pants week of Super Bowl.
• Feb online sales: +125% vs. LY.
• Expanded distribution- American Rag, Urban Outfitters &
Nordstrom

44. Does it get the
job done?
Strategy
Checklist
Does it do it
better than
anything else?anything else?
Does it open up
possibilities for
even more?

45. So what
really
matters
really
matters
to you?

46. thank you.
Joseph de Leon
Joseph.deLeon@draftfcb.com
DraftFCB SDN BHD
17th Floor, Menara IGB, MidValley City
Lingkaran Syed Putra, 59200,
Kuala Lumpur, Malaysia
web: www.draftfcb.com.myweb: www.draftfcb.com.my
tel: + 6 03 2296 3600
fax: + 6 03 2296 3705

47. In the too much
information
age,the
window of
opportunity
window of
opportunity
remains open
for an average
of 6.5 seconds.

48. We call it
the 6.5 secondsthe 6.5 seconds
that matter.

49. the research

50. Over 1,000 interviews gave us an average
engagement time between consumers
and brand messaging of 6.5 seconds.
behind the number:

51. You have
6.5 seconds
to make
your brand
matter.
here’s
how it
works
your brand
matter.
Use it
wisely.

53. We find the“holy s#%t”number,
merge it with a compelling
insight to develop the most
creatively inspiring strategy.
insight to develop the most
creatively inspiring strategy.

54. And it
culminates in
a creative
solution thatsolution that
captures the
consumer in
6.5 seconds.

55. the number that
makes us stop
and think
the creative
the
the creative
solution
the insight that
really matters
the
strategy