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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?
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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
Postal Address:1st Floor, 1 RiversideManbre Road, LondonW6 9WA
Telephone:+44 207 348 4950 (Switchboard)
Website:www.flamingogroup.com
London Blog:flamingolondon.com
Twitter:@flamingolondon
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