what is an insight? a disturbance in discourse
Post on 17-Oct-2014
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Our widely held beliefs of our understanding of insight are holding us back. Andy Davidson, Head of UK Practice at Flamingo explains all in this presentation. Presented at APG's Noisy Thinking event on What is an Insight?TRANSCRIPT
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WHAT IS AN INSIGHT?
APG – Noisy Thinking
4.2.14
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This is a visual presentation…
Please refer to the ‘Notes on Slide’ tab below for the for the presenters notes
This is a visual presentation
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Appreciate your raw materials
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What we want insights to do is clear
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The confusion lies in the definition
“A Penetrating understanding that provides hooks or clues for brand communication and platform building opportunities”
“Thought provoking and true observation on the nature of human thought or behaviour”
“A new understanding of human behaviour, as a result of which action may be taken and an enterprise more efficiently
conducted”
“Must start with an I.. contain a dilemma …Etc, etc…”
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Our definitions are lacking insight
Laughter?:
“Rhythmic, vocalized expiratory
and involuntary actions”
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Insight = ‘A disturbance in discourse’
An insight creates a new way of thinking that was
impossible before, allowing us to express what was previously
inexpressible
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Not to be confused with…
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An insight is…
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Truth is less important than you think
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Insights don’t (only) come via consumers
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Insights don’t need to be ‘deep’
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The more disturbance the better
BRAND PROMISE
BRAND CHARACTER
SUBSTANCE
CONSUMER INSIGHT
TARGET
GENERIC BRAND MODEL
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Beware the monolithic insight
Breadth not depth
Look beyond the consumer
Forget the truth
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disturb the discourse
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