I'm doing an internal agency workshop on insights and creative briefings and this post was truly inspiring reading - thanks for the sharing.
Casper
Simon
· 3 years ago
Feel free to use it - if you want, I can send you the ppt or Keynote file. In return, let me know what you add to it! (which goes for anyone else, too)
Thanks for the compliment, though.
Casper
· 3 years ago
Fantastic if you can give it to me in a ppt.
What could be a further inspiring read is your take on how to give stimuli to creatives besides insights hence your example on great solutions without insights (though i suspect some of the responsible planners would argue that they do include some sort of insights).
Off-course a few of the great creatives don't need much help at all - besides our interventions in the procces and help to make strategic argumentation for their solutions.
Often way too much weight is given to to the importance of the insight -sometime it is just an observation, and we should be fine with that, as long as it is an observation that gets us all to a new place.
I thought your comments on the BA work were interesting -we used a similar strategy for Air New Zealand a few years back. We kept it simple, though -the insight being that, contrary to what airline ads would have you believe, flying is not glamourous or exciting. Rather, it is merely a means to an end, a facilitator of the experiences you will have at your destination. (one of the spots is at http://www.youtube.com/watch?v=nFQGogEFWGE)
Char Coal
· 2 years ago
Great to hear you all sharing your POV on the whats and hows of insights. An insight is certainly an end in itself. But it helps rally all stake holders in the client and agency conversation. It's not the only or sure way to great work, but it creates coherence out of chaos. In my planning work, I often find it useful to think in terms of conflict or tension. This helps me identify a role for the brand.
Richard
· 2 years ago
Simon - only just found this via RD. Excellent, excellent, excellent.
Why don't you put it on slide share? And embed the player on your site.
BTW - The AA insight came from the creative team (Liz and Dave) spending the day with patrol men. I agree with the observation about the ad though. It came from a brilliant relationship between planner and creative director. When there was no real insight (Tango) the creative work took up the slack. When the insight was strong the creative execution took a back seat (AA, Ronseal).
Lars
· 2 years ago
Hi Simon,
Great read, thanks alot. I was wondering if you might be willing to send me a .ppt with the presentation. I am holding a internal workshop in the coming month where this would serve as a great inspiration. Once again thanks for a great post
This is one of the best explanations of insights that I've seen. As with everyone else, was wondering if you would email me a ppt copy of the pres. My team is discussing insights in the next few weeks and would love to share.
This comes donkey's years after you published this brilliant post so sorry about my inexplicable delay.
Anyways, thanks for the inspiration. This presentation was truly enlightening. While reading this, though, the following two observations/questions popped up in my mind. Please feel free to shed some light on them:
1) Would the process of identifying "what" an insight truly is become easier if all concerned drew up a well-defined list of what an insight "isn't"? I mean, it's all there but somehow it's like debating in Copernicus' times whether the sun revolved around the earth or vice-versa.
2) Howcome always trying to think "sideways", we never utilise Edward de Bono's works? He is the undisputed father of modern lateral thinking? Actually, that prompts me to ask myself, why haven't I done that myself?
3) Are what we usually end up with as "insights" simply "observations" because we try and solve the "product problem" mentioned in the brief instead of focusing on a strands of human behaviour?
Would be grateful if you could share your thoughts on this.
Regards Yousuf
Toby Barnes
· 2 years ago
Hi Simon.
as per everyone else, this is great stuff, and well rounded.
Do you think you could send me the powerpoint file?
keep up the good posts
toby
Katie Chatfield
· 2 years ago
Simon- thanks SO much for sharing this with all of us. I'm presently working on a presentation outlining digital insights- I'd love to have your PowerPoint file and then I can share the digital stuff with you when it's finished. Cheers!
splaw
· 2 years ago
In response to Yousuf...
Hell yeah! I agree that 'insights' are slippery little suckers - hard to know how on earth you can really define them - so maybe defining what they're not is the only way to do it!
As for not looking to Edward DeBono, I don't know - good point, well made. I'm reading Re-Think at the moment which also has some good thoughts on how to think laterally. I'll try to review it quicker than my last book review!
And, finally, on your third point. Yes again. I was just scrawling some stuff in the briefs post above (or whatever the direction is in blog-land) about this - how we don't spend enough time working on the business issue rather than propositions and comms directions/propositions/strategy. And, I'd add the 'strands of human behaviour' to that as well - I love what CP+B do with cultural science... It may not be the perfect answer, but at least they're trying something new - and cultural trends are key to this stuff.
Yousuf
· 2 years ago
Hey Simon,
Nopes, unfortunately I don't get any notices but never mind, hi from me too! Thanks a bunch for the reply and don't worry about the delay. And an even bigger round of gratitude for reading through my comments. It's an honour for me, indeed.
And now, here goes... will post this on your blog too:
I think the best way to "not-define" an insight could be using the Set Theory/Venn Diagram approach or we learn in Algebra at school. A set is "a well-defined collection of related elements". A Venn Diagram is two or more sets of related elements with the aim being to identify the common factors.
And since there are types of sets, there should be types of insights too (you've covered this excellently in your presentation). The task, therefore, for a planner or his/her team should be to identify that when "related elements" like observations, comments, findings, research and all the mumbo-jumbo crap are put together, do they form a set (s) of insights? And if they do, what kind? Consequently, which set (s) of insights is applicable to the customers and brand in question.
Alternatively, using the Venn Diagram approach, we could put together all sensible observations blah blah and find out the common factors. That may lead us to one statement that could "sound" like an insight.
Umm, I just realised this has been said before in ways more than there are scout knots but what the heck, it's my turn now :)
On cultural trends, I think the pace at which this "Bladerunner" age is evolving, a key task for our breed is to clearly (or at least hazily) differentiate between a fad and a trend. Maybe it's only me who doesn't know how to do this but the only evidence that makes me doubt this self-assumption is the rate at which apparently "trend-based" campaigns fail today (at least in developing economies).
I think before jumping onto the bandwagon and calling "second life" a trend, we need to evaluate factors such as possible causes for the rise of a continuous phenomenon, the number and kind of people adopting it, the socio-political-economic current reality in which it has emerged, it's desired and real effects on current reality, the rate at which it's adaptation is moving, the channels through which the phenomenon is being picked up by its adopters, the direction in which it is headed, its ripple-effects (if any), its likely future. There were a few more factors I had thought of but can't seem to recall them right now.
Anyways, I think I've ranted off to no avail today and am going to call it a day now. But let me mention just one more thing I think could help us in understanding the blubber we call insights - the ensuing debate between "enthusiasm marketing" and "aspiration marketing". Is an insight something that people represent their confidence/aspirations through or is it something that gets people enthusiastic?
Looking forward to your comments and your book review.
Cheers Yousuf
Martijn
· 2 years ago
Hello Simon,
I'm doing a study on the term insight in marketing and i find this piece of information very usefull.
These is a great piece of work, and thank you so much for sharing. As per the majority who have commented - would you mind sending me the powerpoint/keynote file?
Many thanks Mark
Jim Antonopoulos
· 2 years ago
An absolutely brilliant piece Simon.
Shantanu
· 2 years ago
Hi Simon, I'm from Middle East, trying to make a good cause of the profession. I found your post (albeit a bit too late perhaps!) really interesting. That was really making the process extremely simple to understand / comprehend. Often we planners are faced with drawing out insights from absolutely dead data. In this part of the world, planners are often expected to draw out interesting breakthroughs - without the support of any kind of research (which is incidentally scarce compared to other parts of the world). Hence I was planning to give sort of orientation session to the AEs, to let them also understand the process of planning and insight generation. Therefore, it would be great if you could send me a ppt of the file. Thanks and Regards, Shantanu Sengupta
Alex Jordan
· 2 years ago
cool stuff, just found this now Simon.
could you beam the ppt over to me? would be really helpful!
Hi Simon, Sadly your link to the VW Golf night driving ad no longer works. This one appears to work though if you want to swap it out: http://www.youtube.com/watch?v=8vptGhAUukc
marcin
· 2 years ago
hello! nice piece, with quite an accurate conclusion: just give something useful to creatives! personally, i am sick and tired of all the (buzz)words you mentioned (add touchpoints and web 2.0). in terms of effecs - it's not the point how we name the hint, the point is if it works. and again, in general, very often it's all about "making strategic argumentation to creative solutions" finding real insight them is fun, and quite an achievment . wish all of us a couple of good ones again, nice piece cheers! m.
kanaan
· 2 years ago
Dear Simon,
Very interesting presentation could you beam the ppt over to me? would be really helpful!
Hello Simon, I know, its perhaps a bit late to ask you the same question again, but it would be great if you could send me your presentation too (long tail ;). Im working on a big project here in Germany and this presentation really inspired me. I´m trying to shake up a bit the german ad-market with it!
Hi Simon., everytime i have written a brief the part where insight comes in is the most difficult to fill. And the discussion with creative on this goes on and on with no end to it. The day I started using whats the idea and not the word insight I feel that the creative and I have a far more fruitful debate / discussion. I truly believe in the power of an idea over an insight. I say maybe its time to remove the insight column from the briefing format. The bset definition for me on insight (don't remember where i read it but it stuck) - UNTHOUGHT KNOWN
mm
· 2 years ago
a bit late and yes a bit cheeky, but I would love a copy of that presentation if possible!
Simon- loved this post. Thoughtful, smart -- wish this kind of thinking was more prevalent in our business.
Would love a copy of your presentation in ppt or keynote if possible. I'm doing an internal worksession in a few weeks and would love to share some of your thinking.
This is a very inspiring blog entry, Simon! Where have I been browsing all these months? Thanks for sharing. Hope you can send me a copy of the .ppt, too. Kindly email it to this address: linkcomm@gmail.com
John Delacruz
· 2 years ago
Hi simon. Great piece. I'd love the ppt of this to use with my Level 2 students (I run the BA Advertising & Brand Management course at Staffs Uni in Stoke - we "do" strategic brand communications combining strategy and creative practice in a studio environment - great course, first graduating year this year) if I may. i work on a mac so pptx won't work. Cheers.
Idetrorce
· 2 years ago
very interesting, but I don't agree with you Idetrorce
Stephan Hoberg
· 1 year ago
Hi Simon, Really like the presentation. Just started at a branding agency in Amsterdam in strategy/insights. Would be fantastic if you could send me the ppt. I can send you my additions to the presentation. Many thanks, Stephan
Nicholas Gill
· 1 year ago
Hi Simon This is great stuff (found you via Plannersphere). I've just started in a new agency and would love to use your presentation to edcuate & inspire in equal measure. If you could send in keynote that would be great: nick.gill@lawtoncommsgroup.com Cheers! Nick
Hinrich Wittern
· 1 year ago
Hi Simon,
great stuff! I'd love to share your thoughts with my colleagues. I would be deeply grateful if you could send me a copy (ppt) to hinrich.wittern@publicis.de. Thank you so much.
Hinrich
Ana
· 1 year ago
Hi!
I'm a strategic planner trainee and I'm reading everything I find, so I can learn more :) Could you send me a copy(ppt) please? anafbverissimo@gmail.com
Many thanks, Ana
jonny
· 1 year ago
Great, great post. Thanks for sharing. I would love a copy in powerpoint if possible. jonnym@bellamyhayden.com.au Cheers Jonny
Julia
· 1 year ago
Hi Simon,
I´m a latecomer but i LOVED your presentation too! Could you send me, I´d like to show it to my colegues. If possible I`d like in both versions (ppt and keynote) many thanks from Brazil Julia
I hope u see this :)
Stefanie
· 1 year ago
Hello Simon, please send me the ppt as well, as I want to explain my colleagues what I'm doing the whole day: it's a mixture of doing the job (finding insights, making observations, finding the right thought kick it all off - whereever it comes from, etc.) AND explaining the whole day what I'm doing resp. what the fuck the right insight is.
hi Simon, it seems I'm a little late but is it possible for you to send me this presentation (either ppt/keynote) - i'll try to add some examples from the digital world. thanks in advance, Romain, lowe paris. thegromain@gmail.com
while surfing on www.apgd.de I got in touch with your presentation "insights". I, just a consultant and not a planner in an agency, often discussed the difference between insights and observation alternatively a valid definition for "real insights". It has been very imposing to read an think about your thoughts. So I would appreciate, although it`s little late, if you would send me a copy of this presentation. Thanks a Lot
Fabian
gabriel
· 1 year ago
Could you send me as well a copy of your ppt and keynote file on insights...it is really good work and i would like to keep it as a great example. I also promise to send you any personal adding...
Hello Simon, I was planning to throw a Insights presentations for my agency, and I was wondering if I could use your presentation. I see that you offered to send the presentation via email, I'll be glad to send you changes.
Milo Chao
· 1 year ago
Simon,
Thanks! Interesting how the methods to discover and criteria to determine "insights" can be equally applied to the "idea". As you say: Some insights precede ideas. Some insights follow after them. Some ideas search for insights. Some insights search for ideas. Some ideas are articulations, dramatizations of insights. Some insights are the post-rationalizations of brilliant ideas.
Daniel
· 1 year ago
Hi Simon,
I just clicked through this wonderful presentation. And I have to admit: It's as relevant nowadays as it has been in 2006!
As many others before I have a question: Can you please send me the PPT? daniel_walloch@sj.com Would be very helpful. Of course I'll give you an update about any additions.
Many thanks and kind regards,
Daniel
skip balch
· 1 year ago
Simon,
Just discovered this gem and based on the dates of responses it appears to be approaching the "timeless" distinction. I'm still not sure if you endorse or oppose what we do, but you have certainly enhanced my understanding of our challenge. I will be an avid reader of your blog from here on out.
Cheers! Skip
splaw
· 1 year ago
I endorse anyone who digs up a genuine insight! But, and I guess this was the point really, let's not pretend we've got an 'insight' because we need one and whatever you're looking at is the best thing from the bunch you got. It's like saying you have a "great idea" when really you only have the best idea out of everything you've seen. They're hard to find, and we shouldn't continue to pretend that everything is an insight... it simply continues the marketing myth, doesn't it?
Umair
· 1 year ago
Amazingly some of the most idiotic things have been labelled "insights" to justify stupidity in campaigns.
Wonderful presentation, where did you get the "insights" for this? :P
saurabh varma
· 1 year ago
Hey simon,
just saw this today. very interesting read.
can i request a copy of the pres.
Last Friday, i closed the Asia Insight chapter orgainsed by the Asia Business Forum. Now i wish i had stumbled on this note before.
Anyways, if you do decide to send me this pres, i promise to send what i put down for the conference. thanks.
Kevin Brockenbrough
· 1 year ago
Hello Simon, Enjoyed reading this post. I work as a planner at an agency that does work targeting ethnic audiences (African Americans) and we often get asked for insights and how our consumer insights are unique to African Americans (versus non-Blacks). This often becomes an exercise in unicorn hunting, with a lot of fussing about what is and what is not a "Black insight", when what is really being sought is a unique idea that will get African American consumers to choose one product over another. As your presentation points out (thru the VW "Pink Moon" ad and Fallon's ad with the cat wrangling) that unique idea could come from an observation vs. insight.
I hear a lot of clients asking for "fresh insights" but I think what they really want is "fresh thinking". An insight would help with that, but so would a clever observation. So would having a good conversation with the client (quality time vs. being squeezed between two meetings). So would having more conversations with Creatives and Media folks after the brief is written. My fear with all the talk about "insights" is that we assume that the only person who can come up with the "a-ha" moment is the planner - and that's often not the case.
I also worry that "we need more insights" are just code words for finding justification that a great idea is "safe to take to my boss"; unfortunately, safe ideas are seldom insightful. I would love to get a copy of your presentation: kbrockenbrough@burrell.com
Luna
· 11 months ago
wonedrful post))
Star
· 11 months ago
what a true story..
Jacqui Clement
· 6 months ago
Now I am truely late checking this out but like many of those before me, I really enjoyed reading your piece and subsequent comments. I would appreciate it if you could share a copy - jacqui.clement@gmail.com
Thanks J
qdSue
· 4 months ago
Woah Simon, almost three years after you posted this great presentation on insights I finally come across it! I've been putting stuff together on insights for design students and it'd be phantastic to get a pdf, ppt or keynote (iwork) version of it. Thanks in advance, qdSue, freelance planner and psychologist in Germany
jastor
· 2 months ago
Hi Simon
Just read this post from 2006 - its now 2009 today (sure u noticed) and I think still very relevant - sure social media and the awesome interwebs have helped with our defining ' social ape' characteristic ala Earls and Sharky however do you still feel this post is reelvant today if not how would you change it - awesome thoughts and thanks for the knowledge.
All Comments
I'm doing an internal agency workshop on insights and creative briefings and this post was truly inspiring reading - thanks for the sharing.
Casper
(which goes for anyone else, too)
Thanks for the compliment, though.
What could be a further inspiring read is your take on how to give stimuli to creatives besides insights hence your example on great solutions without insights (though i suspect some of the responsible planners would argue that they do include some sort of insights).
Off-course a few of the great creatives don't need much help at all - besides our interventions in the procces and help to make strategic argumentation for their solutions.
My e-mail is:
cw@la-familia.dk
Cheers
Casper
Often way too much weight is given to to the importance of the insight -sometime it is just an observation, and we should be fine with that, as long as it is an observation that gets us all to a new place.
I thought your comments on the BA work were interesting -we used a similar strategy for Air New Zealand a few years back. We kept it simple, though -the insight being that, contrary to what airline ads would have you believe, flying is not glamourous or exciting. Rather, it is merely a means to an end, a facilitator of the experiences you will have at your destination.
(one of the spots is at http://www.youtube.com/watch?v=nFQGogEFWGE)
In my planning work, I often find it useful to think in terms of conflict or tension. This helps me identify a role for the brand.
Why don't you put it on slide share? And embed the player on your site.
BTW - The AA insight came from the creative team (Liz and Dave) spending the day with patrol men. I agree with the observation about the ad though. It came from a brilliant relationship between planner and creative director. When there was no real insight (Tango) the creative work took up the slack. When the insight was strong the creative execution took a back seat (AA, Ronseal).
Great read, thanks alot. I was wondering if you might be willing to send me a .ppt with the presentation. I am holding a internal workshop in the coming month where this would serve as a great inspiration. Once again thanks for a great post
My email is lars.samuelsen@mecglobal.com
Cheers
Lars
Just brilliant. Full of great stuff.
Is there any way you can send me a ppt file, or post it to the blog?
paul.mcenany@gmail.com
Thanks!
Paul
Great work! I really enjoyed this clip and was wondering if you are willing to send me a ppt version of the presentation.
michael.tang@mecglobal.com
Thanks so much!
This is fantastic. I just gave a presentation on strat planning meets media planning...gave examples of insights and all...but this is awesome!
Was wondering if you could e-mail me a copy
hazuria@gmail.com
Thanks and great great work
This is one of the best explanations of insights that I've seen. As with everyone else, was wondering if you would email me a ppt copy of the pres. My team is discussing insights in the next few weeks and would love to share.
adam.gerhart@mindshareworld.com
Thanks for the inspiration.
This comes donkey's years after you published this brilliant post so sorry about my inexplicable delay.
Anyways, thanks for the inspiration. This presentation was truly enlightening. While reading this, though, the following two observations/questions popped up in my mind. Please feel free to shed some light on them:
1) Would the process of identifying "what" an insight truly is become easier if all concerned drew up a well-defined list of what an insight "isn't"? I mean, it's all there but somehow it's like debating in Copernicus' times whether the sun revolved around the earth or vice-versa.
2) Howcome always trying to think "sideways", we never utilise Edward de Bono's works? He is the undisputed father of modern lateral thinking? Actually, that prompts me to ask myself, why haven't I done that myself?
3) Are what we usually end up with as "insights" simply "observations" because we try and solve the "product problem" mentioned in the brief instead of focusing on a strands of human behaviour?
Would be grateful if you could share your thoughts on this.
Regards
Yousuf
as per everyone else, this is great stuff, and well rounded.
Do you think you could send me the powerpoint file?
keep up the good posts
toby
Hell yeah! I agree that 'insights' are slippery little suckers - hard to know how on earth you can really define them - so maybe defining what they're not is the only way to do it!
As for not looking to Edward DeBono, I don't know - good point, well made. I'm reading Re-Think at the moment which also has some good thoughts on how to think laterally. I'll try to review it quicker than my last book review!
And, finally, on your third point. Yes again. I was just scrawling some stuff in the briefs post above (or whatever the direction is in blog-land) about this - how we don't spend enough time working on the business issue rather than propositions and comms directions/propositions/strategy. And, I'd add the 'strands of human behaviour' to that as well - I love what CP+B do with cultural science... It may not be the perfect answer, but at least they're trying something new - and cultural trends are key to this stuff.
Nopes, unfortunately I don't get any notices but never mind, hi from me too!
Thanks a bunch for the reply and don't worry about the delay. And an even
bigger round of gratitude for reading through my comments. It's an honour
for me, indeed.
And now, here goes... will post this on your blog too:
I think the best way to "not-define" an insight could be using the Set
Theory/Venn Diagram approach or we learn in Algebra at school. A set is "a
well-defined collection of related elements". A Venn Diagram is two or more
sets of related elements with the aim being to identify the common factors.
And since there are types of sets, there should be types of insights too
(you've covered this excellently in your presentation). The task, therefore,
for a planner or his/her team should be to identify that when "related
elements" like observations, comments, findings, research and all the
mumbo-jumbo crap are put together, do they form a set (s) of insights? And
if they do, what kind? Consequently, which set (s) of insights is applicable
to the customers and brand in question.
Alternatively, using the Venn Diagram approach, we could put together all
sensible observations blah blah and find out the common factors. That may
lead us to one statement that could "sound" like an insight.
Umm, I just realised this has been said before in ways more than there are
scout knots but what the heck, it's my turn now :)
On cultural trends, I think the pace at which this "Bladerunner" age is
evolving, a key task for our breed is to clearly (or at least hazily)
differentiate between a fad and a trend. Maybe it's only me who doesn't know
how to do this but the only evidence that makes me doubt this
self-assumption is the rate at which apparently "trend-based" campaigns fail
today (at least in developing economies).
I think before jumping onto the bandwagon and calling "second life" a trend,
we need to evaluate factors such as possible causes for the rise of a
continuous phenomenon, the number and kind of people adopting it, the
socio-political-economic current reality in which it has emerged, it's
desired and real effects on current reality, the rate at which it's
adaptation is moving, the channels through which the phenomenon is being
picked up by its adopters, the direction in which it is headed, its
ripple-effects (if any), its likely future. There were a few more factors I
had thought of but can't seem to recall them right now.
Anyways, I think I've ranted off to no avail today and am going to call it a
day now. But let me mention just one more thing I think could help us in
understanding the blubber we call insights - the ensuing debate between
"enthusiasm marketing" and "aspiration marketing". Is an insight something
that people represent their confidence/aspirations through or is it
something that gets people enthusiastic?
Looking forward to your comments and your book review.
Cheers
Yousuf
I'm doing a study on the term insight in marketing and i find this piece of information very usefull.
Could you send me the ppt too? my mail is tribaltt(at)gmail.com
Thanks for the above article!
These is a great piece of work, and thank you so much for sharing. As per the majority who have commented - would you mind sending me the powerpoint/keynote file?
Many thanks
Mark
I'm from Middle East, trying to make a good cause of the profession. I found your post (albeit a bit too late perhaps!) really interesting. That was really making the process extremely simple to understand / comprehend.
Often we planners are faced with drawing out insights from absolutely dead data. In this part of the world, planners are often expected to draw out interesting breakthroughs - without the support of any kind of research (which is incidentally scarce compared to other parts of the world). Hence I was planning to give sort of orientation session to the AEs, to let them also understand the process of planning and insight generation.
Therefore, it would be great if you could send me a ppt of the file.
Thanks and Regards,
Shantanu Sengupta
could you beam the ppt over to me? would be really helpful!
thanks & all the best
alex
alex.jordan@bbdo.de
http://www.youtube.com/watch?v=8vptGhAUukc
just give something useful to creatives!
personally, i am sick and tired of all the (buzz)words you mentioned (add touchpoints and web 2.0). in terms of effecs - it's not the point how we name the hint, the point is if it works.
and again, in general, very often it's all about "making strategic argumentation to creative solutions"
finding real insight them is fun, and quite an achievment . wish all of us a couple of good ones
again, nice piece
cheers!
m.
Very interesting presentation could you beam the ppt over to me? would be really helpful!
thanks & all the best
tarabinsofia@gmail.com
merci beaucoup:)
I know, its perhaps a bit late to ask you the same question again,
but it would be great if you could send me your presentation too (long tail ;). Im working on a big project here in Germany and this presentation really inspired me. I´m trying to shake up a bit the german ad-market with it!
My adress: Steffen.staeuber@bbdo.de
Thanks & greetings from Stuttgart Germany
Steffen
quitepossibly@btinternet.com
many thanks
Would love a copy of your presentation in ppt or keynote if possible. I'm doing an internal worksession in a few weeks and would love to share some of your thinking.
liesl.chang@gmail.com
Idetrorce
Really like the presentation. Just started at a branding agency in Amsterdam in strategy/insights. Would be fantastic if you could send me the ppt. I can send you my additions to the presentation.
Many thanks, Stephan
This is great stuff (found you via Plannersphere). I've just started in a new agency and would love to use your presentation to edcuate & inspire in equal measure. If you could send in keynote that would be great: nick.gill@lawtoncommsgroup.com
Cheers!
Nick
great stuff! I'd love to share your thoughts with my colleagues. I would be deeply grateful if you could send me a copy (ppt) to hinrich.wittern@publicis.de. Thank you so much.
Hinrich
I'm a strategic planner trainee and I'm reading everything I find, so I can learn more :) Could you send me a copy(ppt) please?
anafbverissimo@gmail.com
Many thanks, Ana
jonnym@bellamyhayden.com.au
Cheers Jonny
I´m a latecomer but i LOVED your presentation too!
Could you send me, I´d like to show it to my colegues.
If possible I`d like in both versions (ppt and keynote)
many thanks from Brazil
Julia
I hope u see this :)
please send me the ppt as well, as I want to explain my colleagues what I'm doing the whole day: it's a mixture of doing the job (finding insights, making observations, finding the right thought kick it all off - whereever it comes from, etc.) AND explaining the whole day what I'm doing resp. what the fuck the right insight is.
Thanks for your help: stefanie.kuhnhen@grabarzundpartner.de
it seems I'm a little late but is it possible for you to send me this presentation (either ppt/keynote) - i'll try to add some examples from the digital world.
thanks in advance,
Romain, lowe paris.
thegromain@gmail.com
Have you tried slideshare.com for posting PPTs?
Alex
while surfing on www.apgd.de I got in touch with your presentation "insights". I, just a consultant and not a planner in an agency, often discussed the difference between insights and observation alternatively a valid definition for "real insights".
It has been very imposing to read an think about your thoughts.
So I would appreciate, although it`s little late, if you would send me a copy of this presentation.
Thanks a Lot
Fabian
my contact: dgabriel_patru@yahoo.com
Thanks :)
Thanks!
Interesting how the methods to discover and criteria to determine "insights" can be equally applied to the "idea". As you say: Some insights precede ideas. Some insights follow after them. Some ideas search for insights. Some insights search for ideas. Some ideas are articulations, dramatizations of insights. Some insights are the post-rationalizations of brilliant ideas.
I just clicked through this wonderful presentation. And I have to admit: It's as relevant nowadays as it has been in 2006!
As many others before I have a question: Can you please send me the PPT? daniel_walloch@sj.com
Would be very helpful. Of course I'll give you an update about any additions.
Many thanks and kind regards,
Daniel
Just discovered this gem and based on the dates of responses it appears to be approaching the "timeless" distinction. I'm still not sure if you endorse or oppose what we do, but you have certainly enhanced my understanding of our challenge. I will be an avid reader of your blog from here on out.
Cheers!
Skip
Wonderful presentation, where did you get the "insights" for this? :P
just saw this today. very interesting read.
can i request a copy of the pres.
Last Friday, i closed the Asia Insight chapter orgainsed by the Asia Business Forum. Now i wish i had stumbled on this note before.
Anyways, if you do decide to send me this pres, i promise to send what i put down for the conference. thanks.
Enjoyed reading this post. I work as a planner at an agency that does work targeting ethnic audiences (African Americans) and we often get asked for insights and how our consumer insights are unique to African Americans (versus non-Blacks). This often becomes an exercise in unicorn hunting, with a lot of fussing about what is and what is not a "Black insight", when what is really being sought is a unique idea that will get African American consumers to choose one product over another. As your presentation points out (thru the VW "Pink Moon" ad and Fallon's ad with the cat wrangling) that unique idea could come from an observation vs. insight.
I hear a lot of clients asking for "fresh insights" but I think what they really want is "fresh thinking". An insight would help with that, but so would a clever observation. So would having a good conversation with the client (quality time vs. being squeezed between two meetings). So would having more conversations with Creatives and Media folks after the brief is written. My fear with all the talk about "insights" is that we assume that the only person who can come up with the "a-ha" moment is the planner - and that's often not the case.
I also worry that "we need more insights" are just code words for finding justification that a great idea is "safe to take to my boss"; unfortunately, safe ideas are seldom insightful.
I would love to get a copy of your presentation:
kbrockenbrough@burrell.com
Thanks
J
almost three years after you posted this great presentation on insights I finally come across it! I've been putting stuff together on insights for design students and it'd be phantastic to get a pdf, ppt or keynote (iwork) version of it.
Thanks in advance,
qdSue, freelance planner and psychologist in Germany
Just read this post from 2006 - its now 2009 today (sure u noticed) and I think still very relevant - sure social media and the awesome interwebs have helped with our defining ' social ape' characteristic ala Earls and Sharky however do you still feel this post is reelvant today if not how would you change it - awesome thoughts and thanks for the knowledge.