I’m in the middle of a heated debate at work and would like you kind fish folk to help put an end to the madness. What’s the difference between a strategy line and an insight?

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IMO: the insight(s) inform the strategy line. insight is more of a general truth, whereas the strategy line is the same truth through the brand/product lens. strategy line can be more consumer-facing but doesn’t need to be.

likeupliftingsmart

You can gather insights from data, but they aren't data points or facts. It's one thing to know that people call their parents on Sundays. But it becomes insightful when you get to the why behind the behavior - Calling parents on Sunday is the least I can do to not feel like an ungrateful child. Or Sundays are the day I make time for all the things I don't look forward to doing like talking with parentals.

There's no such thing as a perfect insight, but it should at least be interesting for the creative team to work with.

likesmart

Yeah... there is so much poor interpretation of data, to downright manipulation of data, that we often start off with faulty strategy.

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For me insights are confessions about the why behind a behavior, while strategies are actions to address the tension

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Can I just say that there is a lot of wiggle room in the opinions and overlaps of each of those things (hence why OP and everyone else confuses them), so may I suggest that people answer in the form of example lines?

I dont have the skills of a Strategist (that’s a little dig, tee hee), but my example would be:

Insight: People tend to call their parents on Sunday.

Strategy Line: T-Mobile wants to own Sundays as the day families who live far apart catch up on the week.

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That’s pretty bad Group CD1! Do you think you could share some examples from memory of strategy flows that
WERE good and did help? Wondering if your viewpoint, as the end user, might help the OP.

What is happening = fact or observation (data, stats)

Why it is happening = insight (truth/problem)

How we create advantage for the brand based off of the insight = strat line

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Yes! This!

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Completely different, don’t know why this is a debate. Insights are basically data, or information about your target or business problem. Strategy is an approach or desired approach to address the business problem.

likeuplifting

Agreed. The team shouldn’t just get a bunch of data thrown at them, that sucks. I do like to know the data that supports the insight though. Sometimes the conclusion is debatable.

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So then what is the difference between a fact and an insight? 😛

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An insight reframes how you look at the world.

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Well when you find out how to capture new business send it to that team at LBC. They seemed to have lost the brochure

Strategy is more biz focused; insight is more audience focused?

One is an observation based on data and facts and the other is the actionable path taken to solve the challenge.

Insight is the ‘why’ behind the data or observation.

Strategy is how you’ll use that insight for your brand or product.

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