You're briefed on a new project (let's say a new-ish brand/client) and you're asked to come up with ideas to solve a problem. The type of execution aside, what are your research techniques to find interesting insights? Curious how other creatives' minds churn out their thinking.

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Account or strat team might have insight decks from client. If it’s a newer client, prob the pitch deck, or research done for the pitch deck should provide insights.

Also agree with ACD, insights should be part of the brief. Talk to your acct/strat team about including them so you can set the precedent.

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I typically ask the strategist for the insight. Should be at the top of the brief.

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See, that’s an issue. Sure, creatives will find their own ways-in and might find good insights in their own brainstorming journey, but it is strategy’s job to source insights just like it’s our job to find ideas. If you’re getting briefs without insights, you’re doing two jobs.

smart

Before I even research, I first try to find the most common sense responses. What would you think about this problem? What logical conclusions do you draw about it? Go down the rabbit hole of your own mind before anything else, because sometimes the most obvious answers are the most missed.

Then, keep digging online. Look for statistics or stories about the problems within the problem that keep people from solving it. This isn’t true 100% of the time, but what I often find is that the most interesting insights aren’t always the most niche ones, but the most relatable ones solved in an interesting way.

helpful

I just think about my own feelings and experiences relevant to the task. If that doesn’t work after a couple days, I’ll browse Reddit for general takes I might be missing

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likehelpful

Curious how other people’s brains work.
When you get an activation brief, what’s your process for coming up with a solid idea?

Look for cultural moments that you can adapt? Look through award show books? Scroll YouTube videos until 3am?

I know that every brief and every idea is different, but I’m more interested in the process and what you’re creative routine is to get the wheels turning.

Thanks.

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