What's an insight?

likefunny
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Hopefully, an interesting observation about a product, a problem, or a people.

likesmart

You’re a Strategist, so we dont have to tell you—an insight is:
•a statistic
•a googleable fact
•the moral of an anecdote
•the headline of a link you saw
•something your dad always used to say
•an utterly unique, laser focused, cleverly worded human truth, about a burrito
•a thought starter you were playing around with or whatever, not to play writer
•page 9 in the deck

likefunny

I don’t know. There are maybe 3 impactful agencies in the US that have strong strategy teams across the board. D5, WK, and Goodby.

Other agencies are more like mine. Pockets of strength but by no means would I advocate for my strategy division overall and I run my part of it in a pointedly difference fashion because of how I feel about it.

I’m just glad I have the autonomy to do so.

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A tension that no one seems to notice but we are all aware of.

likesmart

Observation: Women say they don’t like most beauty product ads. But why?
Insight: Because beauty product ads show women who don’t look like most women do
Idea: Dove Real Beauty

likesmart

A human truth

like

A human truth is a human truth. An insight is a revelation about humans.

I can’t tell if this post is a joke.

like

Maybe it is, maybe it isn't... So, what's an insight CD?

Great question. ACD1 is 100% correct. It’s a human insight. At the center of every brand is a rational core. The reason people would want to buy or interact with that brand HAS to be rational (at least to them). I’ll use myself as a consumer as an example- it’s something I believe in on an emotional level (my subjective belief in the greatness of Fender Guitars). it’s something I trust (Apple products are easier to use and less prone to problems than PC’s). It’s something I’m interested in (Tahiti seems like it provides a more authentic experience culturally than Hawaii). It’s something I enjoy (Got Milk isn’t about convincing people to try Milk, but reminding people if they like it, they should always have it on hand) etc. From there I believe it’s a creative’s job to apply the emotional wrapper around that core truth. Not suggesting insights are this straightforward, or this broad, just that they should have an emotional element that connects to people at their core.

likesmart

Good contribution.

Who even knows at this point

likefunny

Once a CD gathered us all in a room to tell us that insights are not important

funny

Human truth. you’re not you when you’re hungry.

like

Insight = supporting metric, observation, and a recommendation.

like

Lol, whats an insight then guys?

The stitch on the inside of your pants

How about this? Epistemology is how we know we’re doing the right thing.

Epistemology is how we know we know

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The main thing is knowing the difference between an observation and an insight.

Not going to lie, I’d settle for an interesting observation at this point. Most briefs I get say things like “millennials care about sustainability” or “wellness is a lifestyle.”

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