9. “Life isn‟t about what you buy, but about the
relationship you have with the people you
care about, and the special moments you
can share with them by buying things”
10. “Life isn‟t about what you buy, but about the
relationship you have with the people you
care about, and the special moments you
can share with them by buying things”
16. What is an Insight?
Why Insights are so
important?
Where Insights
17.
18. Further Examples and Informa
Insights – Examples
Sometime I need a third place
between home and office to
have moment of pause
If you have a body, you are an athlete
While pre-teen adolescents
teens say they want to be
trendy, they actually are the
antithesis – they want fashion
that is „lasting‟ so they will fit
18
in
Insights – FURTHER INFORMATIO
It ain't what you do, it's how you think by Wendy
Gordon and Nitasha Kapoor, ESOMAR 2007
Why is good insight like a refrigerator? by Jeremy
Bullmore, Market Leader, Summer 2005
The insight story by Suresh Ramalingam & Aruni
Ghosh, ESOMAR 2009
Co-creating with consumers: a new way of
innovating by Ana Medeiros and Andrew
http://www.brandlearning.com/UploadedDocuments/Are
Needham, Market Leader, Spring 2009
%20You%20Wired%20For%20Insight.pdf
http://www.motivaction.nl/documents/ESOMAR_A_de
ep_dive_into_the_mind.pdf
http://www.visioncritical.com/system/files/WHITEPAP
ER_Disruptive_Trends_Ray_Poynter_Final.pdf
Hinweis der Redaktion
It is not revealed by just interviewing people: often people are not able to tell itIt is “stolen” to consumers through observation, analysis and interpretation of what they say and dodeep understanding of target consumers' attitudes and beliefs, which connect at anemotional level with your consumer,Actionable, in that it will make decisions about brand and communication easy
Jack Welch, the former CEO of GE, suggested there were only two sources of competitive advantage for businesses. Given his track record at GE - taking its value from $14bn to more than 300bn when he left in 2001 – he knows a thing or two about competitive advantage. Competitive Advantage #1“Learn more about your customers faster than the competition.”Competitive Advantage #2“Turn what you learn about customers into action faster than the competition.”
The process to find an insight requires 4 mind-steps:Understand the facts and data: the foundation is to dive into the data and digest them deeplyPut a distance from data to free your thinking and believe in your intuition to let the unconscious speakReflect and feed quiet, inward thinking to have a new vision in a broader context where new associative pathways ariseDo out of the box thinking to reach an eureka and then share it with third party for a fresh point of viewUnderstand the facts and data as well as connect with the consumers (do what they do, eat what they eat, watch their favorite TV programs..)Sometimes the insight can be identified with a reverse-thinking approach i.e., starting from the improvement that the brand or the product brings to everyday consumer life