13. The magic formula
Aha! x It‟s me €
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
14. The magic formula
Aha! x It‟s me €
You‟re right – I recognise this
You understand me (better than myself)
15. The magic formula
Aha! x It‟s me €
Source of inspiration for
... great branding
... great advertising
... great innovation
... great customer experiences
18. Diageo I J&B
“In a world of day-to-day constrains and social
pressure, consumers want nights out that offer
the promise that the unexpected can happen”
19. Mars I Whiskas
“If you could give your cat US$10 and send him off to the
grocery store to buy cat food, what would he bring home?
The answer (albeit theoretically) is: Live meat!”
20. Volkswagen I Beetle
“It wasn't just the need for a smaller car - there was a sizable
group of people who needed to be different and didn't express
themselves based on the size of their car”
21. P&G I Pampers
“Babies with healthy, dry skin are happier....and so better able
to play, learn and develop. The finding that babies are happier
when they have healthy skin rather than nappy rash was not
that new. The trick was uncovering the deeper emotional
significance.”
37. “[…] the language you use is not arbitrary and
inconsequential; for an insight to have real potency,
the language in which it is couched is at least as
important as the inner truth itself. For an insight to
have real potency, literal accuracy is less important
than its power to evoke.”
Bullmore 2005, WPP
58. PROBLEM VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT.
WHY? BECAUSE THOSE WHO DON’T EAT IT, HATE IT.
WHY? BECAUSE MARMITE EATERS ARE PERCEIVED TO BE
RARE AND SLIGHTLY ECCENTRIC (AND ARE LIKELY TO BE
CHILDREN).
WHY? BECAUSE THE PRODUCT HAS A VERY UNIQUE
POLARISING TASTE.
INSIGHT MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE
TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC
73. Some take-ways
Check out how connected you are:
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observational research: 19/11/2009
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http://www.insites.eu/InSites/ForwaR-D-
kristof@insites.eu
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