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To me an insight reveals What is an insight?

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To me an insight reveals or uncovers itself when we seek to understand the true nature of something.
It could be a situation, a person, a product, a brand and therefore there can be many varied insights. "
"
What I believe is important when we find one is that it be "surprising" and when I say surprising I
mean you kinda smack yourself in the head when you find it but it's not intuitively obvious at first so
you need to probe enough or find ways to uncover or reveal the true nature of something etc. "
"
Often I've seen insights which aren't truly insights but are so often facts...if it's that obvious and easy
to find than to me it's usually an observation or a fact but rarely an interesting insight. There are many
types of insights as I've expressed above so to me it's choosing which insight e.g. product? brand?
human? etc. can be the most impactful or valuable given the problem we're trying to solve for.
 

Cybelle Srour
SVP, Group Digital Planning Director
Energy BBDO Chicago
U.S.A
Surprising

Veröffentlicht in: Marketing, Business
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