WHAT IS AN INSIGHT?

APG – Noisy Thinking

4.2.14

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

Appreciate your raw materials

What we want insights to do is clear

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…”

Our definitions are lacking insight

Laughter?:

“Rhythmic, vocalized expiratory

and involuntary actions”

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

Not to be confused with…

An insight is…

Truth is less important than you think

Insights don’t (only) come via consumers

Insights don’t need to be ‘deep’

The more disturbance the better

BRAND PROMISE

BRAND CHARACTER

SUBSTANCE

CONSUMER INSIGHT

TARGET

GENERIC BRAND MODEL

Beware the monolithic insight

Breadth not depth

Look beyond the consumer

Forget the truth

disturb the discourse

Flamingo

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