For those who have asked me for it - here's a copy of the presentation I gave at the American University in Dubai Brandvertising series. Ad people are always talking about what an insight is. I thought it would be good for me to share some experiences and tips with ad students on how the hell find them as well.

2. Searching for the sweet spot
Omar El – Gammal
PlanninG Director - JWT DUbai

3. A LITTLE ABOUT ME…

4. Please.
Turn on
your
mobile
phones.
@OELGAMM
AL

5. Relevance.

6. A little story
about
relevance &
Pretty
Woman.

7. Why is a great
insight like a
refrigerator?

8. There are only two kinds of
research.
Research to
Understand.
Or to
Measure.

9. We are so busy measuring public opinion that we
forget we can mold it. We are so busy listening to
statistics we forget that we can create them.
Bill Bernbach

10. Pitfalls of research
• Doing it without anyone knowing why
• Asking the wrong questions
• Asking questions in the wrong way
• Assume nothing. Question everything.

11. We have ways of
making you talk.

12. So how can we avoid
these pitfalls and find
great insights?

13. The consumer is a real person.
Give them a
name.

14. Think like an economist.

15. Just keep asking
‘why?’

16. Start with a hunch.
Then find creative ways of
exploring it.

18. Get the hell out of the office.

19. Tell me, then show me.

20. Know this.
There is ALWAYS more than
one answer.

21. Think like a child.
#@!#^!!^!

22. Who can
influence this
behaviour most?

23. Ask the real experts.

24. Take something
away.

25. Don’t look at ‘a day in the life
of’ exercises.
Understand the journey.

26. Beware of trend reports.

27. My biggest
fear.

28. Staying relevant.
• Don’t read advertising books exclusively.
• Try to read or do something completely
new once a month.
• Step out of your comfort zones.
• Stay curious.

29. Questions?