What
they are
And what
they’re not
Simon Law - October 11th, 2006
Generally, ‘Insights’ is just a horribly
misused word!
Along with ‘Brand’ and ‘Strategy’
Simon Law - October 11th, 2006
consumer
insights
cultural
insights
future
insights
product
insights
brand
insights
market
insights
purchase
insights
usage
insights
owner
insights
Simon Law - October 11th, 2006
Why insights are important
Strong insights often lead to great work.
Not all the time, but enough to make them worthwhile
Simon Law - October 11th, 2006
Idea
•
•
•
•
•
•
•
•
•
•
Sony - Balls
Guinness - Noitulove
Honda - Cog
Budweiser - Whassup
Orange Film Board
Fox Sports Net
Nike - Tag
Subservient Chicken
Apple - 1984
Ikea - Lamp
Insight
• Honda - WhatIf?
• Honda - Grr
Simon Law - October 11th, 2006
in•sight |'in¡sït|
Noun
The capacity to gain an accurate and deep
intuitive understanding of a person or thing
Simon Law - October 11th, 2006
in•sight•ful |in-sahyt-fuhl|
Adjective
Characterised by or displaying insight; perceptive
Simon Law - October 11th, 2006
Diageo’s definition
An insight is a penetrating observation about consumer
behaviour that can be applied to unlock growth
Simon Law - October 11th, 2006
Stuff WCRS planners said, when asked…
“A new Point of View that’s immediately recognisable”
“An insight is NOT an observation - it explains why,
rather than just observing that people do something”
“It must be cause AND effect - insights prompt effect”
“Insights... They’re things that other people
think of,
then you immediately wish you had”
Simon Law - October 11th, 2006
Disruption
insight
Observation
Simon Law - October 11th, 2006
My Opinion (as of yesterday)
An insight is a revelation that produces great work
(there should be a degree of “Fuck me. I never thought of it like that!”)
Simon Law - October 11th, 2006
Judging your insight…
Will people get it?
Is it something new?
Is it simple enough?
Can you support it?
Will it effect change?
Simon Law - October 11th, 2006
Write it on a blank sheet of paper,
with no supporting words
Is it still interesting?
Simon Law - October 11th, 2006
How to find insights…
To be fair, good insights are usually hard to find…
Simon Law - October 11th, 2006
Research ≠ Insights
Simon Law - October 11th, 2006
Discovery » Insights
(research being one tool for discovery)
Simon Law - October 11th, 2006
Don’t pretend it’s an insight when it’s not!
(you’ll only get found out)
Simon Law - October 11th, 2006
Some examples...
Simon Law - October 11th, 2006
Burger King
Crispin Porter & Bogusky
Employed a social scientist
Simon Law - October 11th, 2006
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
Simon Law - October 11th, 2006
California Milk Board
Goodby Silverstein & Partners
Used a deprivation study
Simon Law - October 11th, 2006
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
Simon Law - October 11th, 2006
The AA
HHCL
Talked to the phone operators,
instead of just customers
Simon Law - October 11th, 2006
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Simon Law - October 11th, 2006
EDS
Fallon
Found an insight within comments
from the CEO
Simon Law - October 11th, 2006
QuickTime™ and a
Sorenson Video decompressor
are needed to see this picture.
Simon Law - October 11th, 2006
HP iPod
Goodby Silverstein & Partners
Delved into people’s playlists
Simon Law - October 11th, 2006
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
Simon Law - October 11th, 2006
Volkswagen
Arnold, Boston
A Creative Director reminiscing
Simon Law - October 11th, 2006
Simon Law - October 11th, 2006
Game Show Network
Chiat Day, San Francisco
A group outing that inspired the campaign
Simon Law - October 11th, 2006
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
Simon Law - October 11th, 2006
Two final examples...
Proof that insights aren’t always the answer
Simon Law - October 11th, 2006
British Airways
Saatchi & Saatchi
Great ad - no insight!
Simon Law - October 11th, 2006
Insights are often
unrecognised fundamental
human
truths.
So begins the section on “insight” from the
Saatchi & Saatchi’s APG paper for
British Airways in 1993...
Simon Law - October 11th, 2006
The emotional insight:
The central nerve that runs through people's
emotional attitudes to flying is that it brings
people, families and loved ones together.
Simon Law - October 11th, 2006
The ‘size’ insight:
Having excavated all the data and figures on British
Airways, we felt that the most compelling 'megafact'
about it was still that BA is chosen by more flyers
internationally than any other airline - 25 million
passengers, of all nationalities, fly with BA each year.
Simon Law - October 11th, 2006
It is often said that creativity is the
result of two previously unrelated
thoughts crashing together.
We combined these two emotional and rational
insights and got a potential contradiction in
terms. A 'caring megafact', so to speak.
British Airways brings 25 million people to other
people all around the world every year.
Simon Law - October 11th, 2006
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Simon Law - October 11th, 2006
Boots Suncare
Mother
Lovely observation, or great insight?
Simon Law - October 11th, 2006
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
Simon Law - October 11th, 2006
Finally, don’t get too hung up on them
Many insights are creative rather than strategic
Many great ads contain ideas but not insights
Just make sure your briefs are really clear and
contain something that is useful to creatives!
Simon Law - October 11th, 2006
The End
Thanks!
Simon Law - October 11th, 2006