A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications. What is an insight, why useful and how can they be created

1. INSIGHTS
Thomas Miles, Planning Director, Lavender*
May 2010

2. Why is a good insight like a refrigerator?

3. Why is a good insight like a refrigerator?
Because the moment you look into
it, a light comes on

4. Why do we need them?
Because people do not dash into a store or
pick up a phone whenever they see an ad
We need to connect with our audience
(An emotional interaction)

5. Problem..... what is an insight?
a piece of information that is interesting & useful.....
new news
presents an opportunity
credible
actionable
can refer to a brand, product, business or in most cases, the consumer

6. Subjective...... but think of what will
engage your audience

7. DRILL DOWN FROM YOUR BUSINESS PROBLEM
What’s your business problem?
Barrier to Psychological Life stage/Life Perception of Category/ Product/Service
purchase needs style Value Competitor Issue Characteristics
Status, How they live/ What you do
Ease, Cost, Relevance Annoyances
Support, want to live better
Interface
Confidence

8. How do you know you’ve got to an insight?
“So What?” “Aha”
“And?” “That’s interesting”

9. A statistic An insight
“.... It is more acceptable for people to
“the divorce rate is
pursue their individual goals and focus on
Increasing”
what makes them happy.”
Application of knowledge
origin in numbers potency & expression
& understanding.

10. How
Ask yourself Interrogate Map it out
Why does your
business problem Work out what’s
exist? the most
So what?
compelling &
Why are people truthful
behaving as they
do?

11. Always try and go down one more level
Need a lot of money to
start saving
Not enough money
too many options to
make a decision
Customers aren’t
Saving is not a priority saving as much
Procrastination
money as they
need to
As long as I’m doing as
People believe well as my peers
everything will work If I save, I go without
itself out something I want People think they save
enough
People judge their
wealth as a measure of
what they own

12. Getting to great results
A Fact
Young male drivers think speeding is cool
An Insight
Young males drive recklessly to impress others in
order to reinforce their masculinity

13. Finessing
“Product satisfaction arises less from inherent construction and performance
than from consumers’ internalised perceptions of personal utility
“People don’t want washing machines. They
want clean clothes”
inspiration, immediacy & convey a great truth

14. A lot of knowledge already exists, but only consummate
expression can unlock it

15. Recap
- Importance of connecting with your audience
- Find something interesting
- Break through the so-what barrier
- Delve a bit deeper
- Mind-map
- Write to inspire