Anyone have some good examples of the difference between a fact/observation and an actual insight?

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Fact: We feed the dog every evening.

Observation: We feed the dog when we all sit down for dinner.

Insight: As a member of the family, how we feed our dog is just as important as how we feed ourselves.

likehelpfulsmart

Good question, good answer. Good work all round team.

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So I did an exercise with the Dove Real Beauty Sketches campaign - tell me if this makes sense? Or please correct me if I'm wrong?

Fact: Many women are insecure about their appearance.
Observation: People notice and emphasise their worst attributes most.
Insight: Other people notice your positive attributes first and look at you in a more positive light than you do for yourself.

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@OP I think it probably goes both ways and maybe it doesn’t matter? I find that even with a great brief and insight creatives often present their ideas with another insight to set up the idea. I used to take that as a knock on the brief but I think with my own maturity in planning I’ve come to see that’s not what it is. And that sometimes a creative might have a way into the insight that is better than the brief. And that as long as it gets to the best creative work possible, it’s fine with me.

A fact tell you what's happening
An observation is, essentailly, a fact without wings...it doesn't really take you anywhere.
An insight tells you why.
Facts and observations can help form insights but are support vs inspiring and wise
Think about insights more as a surprising truth that makes you think again - 'i never thought about it that way before' vs 'i never knew that'

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Thank you. I think I'm aware of the conceptual difference, just needed a couple of good examples to demonstrate it! Like AD1 above

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Well done, AD1.

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