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The aim for today…

Leave you with immediately actionable ways

to approach your brief, find insights that will

unlock ideas and some (free) resources you

can access to help inspire you

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The double diamond design approach

Research, analyze,

empathize

Ideate, validate,

iterate

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Research, analyze,

empathizeIdeate, validate,

iterate

Going from the problem

you’re given…(challenge and or opportunity)

…To a clearer definition of the

problem that involves insights

the variables that impacting the

problem being solved

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“If I had 1 hour to solve a

problem I’d spend 55

minutes thinking about

the problem and 5

minutes thinking about

solutions”

Defining the problem

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Ikea – this is home

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Jobs to be done

Why are people / might people

“hire” the product or service?

What job do they need done?

*resource in appendix

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Beware

“Marketing Myopia”

A term coined by Theodore Levitt.

A business suffers from marketing myopia when it

views marketing strictly from the standpoint of selling

a specific product rather than from the standpoint of

fulfilling customer needs.

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More content

More choice

More control

More distraction

More

important than

ever before

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12Seconds

8Seconds

9Seconds

The average human

attention span in

2000

The average human

attention span in

2015

The average attention

span of a

GOLDFISH

Source: Microsoft

Attention is an increasingly rare commodity

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A huge challenge for marketers

Mental

availability

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VS.

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Insights provide an

idea on what people

ACTUALLY want

What is an insight?

A penetrating discovery about

your audience, their motivations,

behaviours, needs, wants and

perspectives which, when

actioned, unlocks growth.

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INSIGHTStarts with the ‘what’ but

reveals a deeper truth that unlocks ideas & action

THE WHY

OBSERVATIONA fact about a brand,

consumer, category or medium

THE WHAT

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A good insight turns an “Uh-huh”

into an “Ah ha!”

Observation Insight

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Explore Analyze EmpathizeUh huh… Ah ha!

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Explore Analyze EmpathizeUh huh… Ah ha!

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Audience

BrandCulture

Category

Dive in deep!

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(Some) tools of the trade

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Audience and

Culture

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Getting to know the target audience

Focus on mindsets

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Mindsets matter

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A way to think about

mindsets…

Tribes

Seth Godin

*resource in appendix

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“People like us do things like this”

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Getting to know your tribe

Leaders

Followers

Rest

Social

Macro

Personal

Listening

Desktop

Ethnography

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Applying a cultural lens

Helps understand what might hindering a tribe

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Nike – She runs the night

Brand and

Category

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People don’t buy what

you do they buy why

you do it

Simon Sinek

*resource in appendix

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Category

What are people doing

already?

Who they may choose

instead of you?

What concerns them

about something new?

How can you mitigate

this opportunity cost?

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Perfect

positioning

Authentic

RelevantDistinctive

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For the love of dogs

There are estimated to be 4.2 million pet dogs in

Australia; 19 dogs for every 100 people.

More than 1.1 million Australian households

(14.9%) are planning to get a pet in the next

12 months.

According to the Animal Health Alliance,

Australians spend an enormous $8 billion per

year on their furry family members

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Explore Analyze EmpathizeUh huh… Ah ha!

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Insights often come from combining

multiple pieces of information

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Fine line between assumptions and analysis paralysis

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Wendys – #BBQ4MERICA

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Explore Analyze EmpathizeUh huh… Ah ha!

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EmpathyThe ability to step into the shows

of another person, aiming to

understand their feelings and

perspectives, and to use that

understanding to guide your

actions.

But remember to take your

shoes off first…

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Beware unconscious bias

Source: Google

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Think like……an entrepreneur

*resource in appendix

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Stalk like……a Facebook stalker

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Act like… ...an actor

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Write like…...a comedian

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Explore Analyze EmpathizeUh huh… Ah ha!

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Ask lots of questions

Look for “ah ha” moments

Beware bias

Know your brand

Be empathetic

Know your audience

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In search of a better problem…

Research, analyze,

empathizeIdeate, validate,

iterate

…you can ‘accidentally’ find the solution.

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Bigger solutions

Bigger problems

=

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ColaLife – wants vs. needs

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Links

http://openstrate.gy/categories/case-studies-and-inspiration

https://www.slideshare.net/fraystation/summary-of-insights-for-innovationideo

https://blog.udemy.com/purpose-of-research/

https://hbr.org/2004/07/marketing-myopia

http://trendwatching.com/quarterly/2017-06/the-future-of-customer-experience/

https://www.ted.com/talks/seth_godin_on_the_tribes_we_lead

https://www.youtube.com/watch?v=u4ZoJKF_VuA

http://www.solutionsiq.com/what-is-an-empathy-map/

https://medium.com/@padday/elon-musk-onions-and-the-5-why-s-3dc7c2ae9fcd

https://www.jwtintelligence.com/trend-reports/future-100-2017/

http://www.buyerpersona.com/example-buyer-persona

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Observing: “Listen with your eyes" and discover what people really care about.

Learning from Extremes: Stretch your thinking beyond assumptions and get to bolder ideas.

Interviewing: Conduct interviews to get deeper, more honest responses.

Immersive Empathy: Learn what it means to “walk in someone else’s shoes.”

Sharing Insights: Craft compelling insights that will inspire innovation.

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Insights can come

from many places

But it is always useful

to think about them

from the perspective

of the end user /

consumer