What is an insight?

…an observation framed in such a way that it changes understanding of the situation and suggests action

Jem Fawcus, CEO – Firefish

In marketing, data can’t easily reveal customer desires

“Businesses have come to rely on big data to understand the emotions of their most important asset — customers. And while big data is helping companies see patterns in huge masses of information, it’s proving limited for understanding the most important aspects of customers’ needs and desires.”

Martin Lindstrom, author – Buyology

Don’t start with what you want people to do. Start with what people want to do.

Dave Trott, advertising legend

A better way to brainstorm

“Asking the right questions is so critical to success … Get everyone in a room and ask ‘OK, what are all the things we’re assuming or simply lack information about?’ and then ‘Which of these areas of ignorance are highest priority?’ It is both immensely useful and enhances collaboration.”

Erika Hall, author – just enough research

The earth has music for those who listen.

William Shakespeare

You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology.
Steve Jobs

H/T Dave Trott

Understanding human needs is half the job of meeting them

Adlai E Jr Stevenson, American Diplomat

Get liked and get wanted. They’re different.

it’s helpful, in the context of marcomms effectiveness, to separate ‘liking’ from ‘wanting’ as they’re different neural pathways. It’s perfectly possible to like something yet not want it.

Phil Barden, author – decoded

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

David Ogilvy

Do we know what drives our customers?

“Nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being.”

Bill Bernbach, advertising legend