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totally different. an insight is connecting two things that seem unrelated and finding the through line that connects them into a new idea/new way of looking at something. a human truth is an unarguable point of living, a behavior, etc.
agree but i think it depends on what the output is. if it’s a creative platform or a big campaign idea, then yes im pushing for a killer insight. if it’s for a small activation or a basically prescribed execution, nah.
Rising Star
Human truth is something fundamental and commonly observable and accepted. "People laugh at jokes.
An insight goes deeper to surface something new that's relevatory or gives people an aha moment that they recognize as a human truth. "People laugh to hide their pain."
"Got milk" came from the insight that people consume milk with something else. People did it without realizing or recognizing it as a thing until Goodby turned it into a thing.
Love it!! Great points
They are the often the same, but you could have an insight about a dog, which is not a human truth, it’s a canine truth.
Lol ok smarty pants 😂😂😂
you’re an account manager, you aren’t fun (that’s a human truth)
😂
To me, the insight should be the fact or reason for the campaign and is the strategist’s job (although often falls to creatives). You know how people say that creatives see the world differently? Well, The human behavior is typically the solution to the insight that maybe we see (after spending enough time thinking about it) that others don’t.
For example, a strategist may come to you and say “for years, Vegas was the #1 bachelor and bachelorette party destination, but has seen a steady decrease as grooms and brides have opted for cities like Charleston and New Orleans.
Then the creatives would sit in a room and eventually come up with “well, a bachelorette party is the last hoorah before tying the knot. You wanna feel a little dangerous (the human truth). Well, what happens in Vegas stays in Vegas.
Another strategist may have said “60% of consumers believe a brand like Nike is just for world class athletes”
And after enough time brainstorming, someone probably said “most humans are afraid to exercise because they’re afraid they’ll fail.” Maybe they even told an anecdote about the week they went to the gym then gave up because they couldn’t lift as much as the other gym goers.
Tagline: just do it
100%. I’m giving a very general example. I’d hope the brief is a bit more informative
Human truth = behavior
Insight = interesting fact/data/observation about humans or non humans.
Insight contains human truth of human truth is interesting enough.
plsss NOOO dont say that an insight is an interesting fact/data/observation. that is NOT true and makes it harder for the people who actually know what an insight is. an insight can be derived from a fact/data/observation, but they are not the same.
A human truth is, by its nature, insightful. An insight is not necessarily a truth about humans.
I‘d say a human truth is something simple and universal that relates to the brand. An insight might require more thinking, data, etc. to get to that conclusion. Like an insight takes a human truth and puts a spin on it based on…well, an insight! Glad I could help 😄
Insight requires more empathy and emotion right?
Have no idea
I feel you bro. 😂
sometimes a truth can be an insight!
This thread is unfun. (That’s an insight not a human truth)