dsmt - insight creation
DESCRIPTION
TRANSCRIPT
![Page 1: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/1.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
![Page 2: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/2.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
Digital Strategist’s Mental Toolkit:Insight creation_
![Page 3: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/3.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
What this section will cover:
• Insight definition • Triggers and tools• Making the decision
Key points_
![Page 4: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/4.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
An unexpected but simple universal tension that exists between the target and the product
Definition of an insight_
![Page 5: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/5.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
Aha!
Definition of an insight_
![Page 6: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/6.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
Insights aren’t so much created as they are triggered.
Definition of an insight_
![Page 7: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/7.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
People don’t want a quarter-inch drill, they want a quarter-inch hole.
A great insight_
Jeremy Bullmore, WPP
![Page 8: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/8.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
Virgin Express is inexpensive but not cheap.
A great insight_
Source: PSFK
![Page 9: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/9.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
• Gather raw material• Intake and ruminate • Look for commonalities• Find and explore relationships that have tension or
unresolved issues• Search for outliers, incongruities• Debate and discuss with everyone
Insight triggers_
![Page 10: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/10.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
• Debate with a team member• Engage in mental simulation • Use metaphor and analogy• Do storytelling • Improvise the answer
Insight triggers_
![Page 11: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/11.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
1. Assume a beginners mindset– Don’t judge information as it comes in– Question everything– Really listen and take in the information
Trigger tools_
![Page 12: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/12.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
2. What, How, Why method– What is the information you are looking at? What is happening?– How is it relevant? How many ways can it be interpreted? – Why should it be considered? Why is it happening?
Trigger tools_
![Page 13: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/13.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
3. Madlib– Play with combinations and templates to trigger thoughts– [consumer] needs to [utility] because [external force]
Trigger tools_
![Page 14: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/14.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
4. K-J Technique– Eliminate team bias through silence– Allows for generation and classification of many ideas
Trigger tools_
![Page 15: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/15.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
5. Constrained brainstorming– Better than standard brainstorming – Allow criticism, devils advocate, constraints– Results in better insight generation
Trigger tools_
![Page 16: DSMT - Insight creation](https://reader036.vdocuments.net/reader036/viewer/2022062615/5485b8adb4af9f8c0d8b4f7f/html5/thumbnails/16.jpg)
Photo: http://www.flickr.com/photos/47292975@N05/4398070128
How will you know if you have to go with what you have?• Engage in mental simulation • Use metaphor and analogy• Do storytelling • Improvise the answer
Go with your gut.
Decision making with limited input_