insights 10 principles

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miércoles 23 de marzo de 2011


Insights:10 principles by Johannes HartmannThe speaker, Johannes Hartmann, Vice-President of Corporate Marketing for Estée Lauder companies in Asia Pacific said that companies should be able to distinguish insights from information.



Principles to recognize insights



1. Insight is a verb.

Insight is not just a noun. It is something that you have to do in the continuous process. It also requires a time and big changes in a company.



2. Insight is something that happens in you.

Insight means that something new is created in your brain. It gives you a very positive feeling. Insight is a very surprising moment of something that you haven’t recognized before.



3. Insight is not just about observation

Insight connects you with people and makes you feel doing something meaningful. It’s much more fundamental than just an observation. Insight gives you a pleasure and emotional gratification.



4. Insights are not about numbers

How can you measure peoples’ smiles? Sometimes these things that really make sense cannot be measured.



5. Insights generation needs to be inclusive

Insight itself is not enough. It requires a process that involves people of a company. The more people you bring in this process, the more effective the outcome is. Insight is not a separate entity, but a part of a business process.



6. Insights requires process methodology

It’s not just a methodology, but a methodology that is linked to a process. To develop insights, you need to bring people together.



7. Insights come from consumers, not from products

Rather than focusing on your product, you should think about consumer needs. Think from a consumer perspective rather than from category perspective!



8. Insights gathering needs to connect first and to persuade later

Listen first! In a search for insights, try first to relate to people from the emotional side, before you try to sell them anything.



9. Insights requires a holistic approach

Ask yourself: What is our business problem? What are the restrictions? What is the competitive landscape? What is the context? Try to involve many people in insight research and make them think more in consumer terms, rather than in methodological terms.



10. Insight is built on trust

You are dealing with human beings who need protection. So try to establish and to maintain the trust.



Principles to recognize insightshttp://en.eyeka.net/2011/02/insights-10-principles/


http://en.eyeka.net/2011/02/insights-10-principles/

http://en.eyeka.net/2011/02/insights-10-principles/


Sí te gustó la presentación, compartila con alguien que también la encuentre útil e invitalo a unírse a Moodvertising.


insights 10 principles

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