The definition of insight in the dictionary is “the capacity to gain an accurate and deep understanding of someone or something”.
Our Definition – An undeniable human truth.
Where data and observations are crucial steps in getting to a juicy insight, they cannot be focused upon too heavily – over-attachment to these can lead to information blindness, having been led into a false sense of data security.
Taking data and turning it into insight is the sexy part – do this and you have the basis of a campaign with value that resonates with your audience.
An insight uses data and information (accessible by all of your competitors), applies the right questions, and turns it into something unique to your brand. We then work out why your consumers behave the way they do and how that relates to you.
An insight uses data and information (accessible by all of your competitors), applies the right questions, and turns it into something unique to your brand. We then work out why your consumers behave the way they do and how that relates to you. So, how do you ask the right questions?
By asking yourself how your audience thinks, and more importantly, using this to feel how they feel – this is how we begin to craft our insights.
“ When reviewing target audiences I always tend to create a audience profile of the audiences in question to give me a better interpretation on their behaviour, both reviewing offline and online behaviour – as well their prefered social channels and how they interact with brands. By doing this I’m able to find both similarities and differences with the market to better position the brand marketing comms and objectives.” – Benji, Digital Strategist at Rascal
Knowledge is power but insight is performance.
Insights are made through dedication, deep thinking and creativity, and with skill that requires practice, patience, and a human touch. This human touch makes the hard work you’ve put into research actionable.
A good insight will always enable us to do or create something as a result – it could be about the brand, the product or the consumer – but it will always have legs to be turned into something more. To find actionable insights a simple framework can be followed.
By answering these questions you can craft an insight that works. (When combined with a solid call to action and your best creativity)
So, let’s put this framework to work. Take this campaign from 3;
The problem? 3 found that people on holiday would use 71% more data – with most of this data being used to upload selfies and holiday photos on social media.
The opportunity? Give the people what they want. By letting their customers use their phones abroad at no extra cost they used facts and data to make a change.
Motivation? The facts and data in this scenario have been turned into the brilliantly simple insight; people love to show off and brag.
Goals? 3 gave their customers a means to live like they would in their ideal world, more data and more poolside mimosa photos. How’s your monday?
While this insight may not seem groundbreaking, it takes facts and data and deducts a human truth, and most importantly: it’s actionable.
3 solved their consumer problem and gained bragging rights to boot. By apologising to social media users for the holiday spam they can expect to see, they advertised their data deal in a human and humorous way.
If you think you’ve nailed your insight, ask yourself these questions;
What’s the fundamental human truth? Something that makes you say “yeah, I knew that, but didn’t realise I knew it”
What’s the answer to your consumers’ problem? Has it provided you with clear next steps?
What is the penetrative revelation about your consumer? Does it seem genius and obvious all at once?
If you need more insight, talk to us at email@example.com