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To a normal person, research is just data. But to a skilled planner, it tells a story that reveals a powerful, actionable insight. This talk explains the difference between an observation and an insight, and guides planners to realize the importance of using both the left and right hemispheres of their brains to make complicated things simple. This is an enhanced version of a talk given during the Strategic Planners Workout- a training conducted by the 95% Academy on behalf of the 4As.
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The Art & Science of Research & Insights The Art & Science of Research & Insights
You have the right problem, the right problem, now what
Sometimes you find yourself staring at a blank page…
But nature abhors a vacuum and smart people, such as yourself
hate not having any answers, so….
how about this or that or he saidwe could try optimized high impact ads
go viral culture next big thing Social& she said client likes creative hates
Sometimes you have too much information& she said client likes creative hates
competitive edge the population ofsalesithinkmaybeiloveherdata indicates that
damncigaretteconsumer blue ocean southnextmeetinghot button360 integratedlikeawardsustainableimpacttouchpoint managementsuccessmetricscommunitynextbeachtripBoracay
stakeholdersmeaningoflifegeniusdamnfungrynowAaaaaarrrrrggggggghhhhhh!!!!!!!
much information
Take a step back
& distill your
thoughts
Focus on what
really matters
Art Science
The
Insight that really
matters
The
Number that makes you
stop& think
Art Science
The
Insight that really
matters
The
Number that makes you
stop& think
What story do the numbers numbers reveal
“There are three kinds of lies: lies, damned lies and statistics.”
- Mark Twain- Mark Twain
Does she really have breast cancer?
The probability of female breast cancer is 1%
If she has cancer, the probability of a positive is 90%If she has cancer, the probability of a positive is 90%
If she doesn’t, the probability of a false positive is 9%
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Does she really have breast cancer?
The probability of breast cancer is about 81%
Out of 10 with a positive, about 9 have breast cancer
Which is the best answer?
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Out of 10 with a positive, about 1 has breast cancer
The probability she has breast cancer is about 1%
Does she really have breast cancer?What did doctors think?
The probability of breast cancer is about 81%
Out of 10 with a positive, about 9 have breast cancer
60%
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Out of 10 with a positive, about 1 has breast cancer
The probability she has breast cancer is about 1%
21%
19%
Does she really have breast cancer?What is the real story?
The probability of breast cancer is about 81%
Out of 10 with a positive, about 9 have breast cancer
60%
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Out of 10 with a positive, about 1 has breast cancer
The probability she has breast cancer is about 1%
21%
19%
Is the glass half empty or half full?
How do I tell a numbers story?
Look at numbers in human terms
The probability of female breast cancer is 1%
If she has cancer, the probability of a positive is 90%
Ten out of every 1,000 women have breast cancer
Of these 10 women, 9 test positiveIf she has cancer, the probability of a positive is 90%
If she doesn’t, the probability of a false positive is 9%
Source: Gigrenzer, et al. , “Knowing Your Chances” , Scientific American Mind (April 8, 2009)
Of these 10 women, 9 test positive
Of the 990 without cancer, about 89 still test positive
When the data was presented in these natural
frequencies, 87% of the doctors got the right answer.
10 out of 1,000women havebreast cancerwomen havebreast cancer
9 out of 10 with cancertest positivewith cancertest positive
89 out of the 990 healthy women still gethealthy women still get
98 of 1000 mammograms test
positive, but…mammograms test
positive, but…
… Only about 1 in 10*positives actually has
breast cancerpositives actually has
breast cancer
* 9 True Positives /98 False Positives = 9.18% or about 1 out of 10
There is a 10%probability she
has breast
There is a 90% chance she is
Which story do you want to tell?
probability she has breast
cancer
90% chance she is cancer-free
Is it actually true?
Numbers Checklist
Do you really understand it?
Have you
Does it lead to a bigger story?
Have you humanized it?
Art Science
The
Insight that really
matters
The
Number that makes you
stop& think
How do I get an Insightan Insight
Knowledge
Insight
Organization
Understanding
Data
Information
Analysis
Organization
Seeing and understanding
the inner nature of things clearly…
Cluster data to information...
Connect info into knowledge…
Capture relevant data ...
… Insight that matters
Craft initial insights…
Observations answer what…
Insights answer WHY…
… Insight that matters… Insight that matters
Insights answer WHY…
Consumer
Insight
Competitive
Insight
Strategic
RELEVANCE DIFFERENTIATION
Explore different insight platforms
Client
Insight
Context
Insight
Strategic
Idea
SUSTAINABILITY OPPORTUNITY
More young women
are smoking than
ever before despite
known health risks
Consumer
Observation
… because they
worry more about
looking good than
dying early
Consumer
Insight
Consumer
Insight
Develop anti-smoking campaigns that appeal to
women’s vanity
Strategic
Idea
Airlines are pushing
free seat promos for
individual travelers
Category
Observation
… because higher
flight yields secure
their profitability
Consumer
Insight
Competitive
Insight
‘Buy 3, 1 Free’ bundles on full-fare tickets to
nurture retention and encourage group travelStrategic
Idea
EA Sports is a
leader in sports
video gaming
Client
Observation
… because EA isn’t
about gaming, it’s
about ‘winning’
Consumer
Insight
Client
Insight
Don’t just put the player ‘in the game’
put them in the middle of ‘the win’Source: Heat Interactive
Strategic
Idea
Youths (18 to 24)
are 2x more likely to
watch movies than
anyone else
Context
Observation
… because they want
more than to be
entertained; they
want to be together
Consumer
Insight
Context
Insight
Transform cinema into a more intimate and social
experience, by putting it under the starsStrategic
IdeaImages of Rooftop Films Events: Sarah Palmer (L), Andrew Frisicano (R)
Does it answer why?
Insight Checklist
Does it reveal a compelling truth?
Do you have full
Does it inspire possibilities?
Do you have full perspective?
Art Science
The
Insight that really
matters
The
Number that makes you
stop& think
What if Numbers & Insights& Insightsworked together
Strategy thatmakes a difference
Strategy thatmakes a difference
the number that makes us stop and think
the strategy
the
creative
solution
the insight that really matters
solution
Testosterone levels in men have dropped 17% over the last 20 years
Reawaken your latent masculinity
Wear the
pants
Men aren’t feeling like men anymore
masculinity
Dockers
“Wear the Pants”
Integrated Campaign
Dockers
“Wear the Pants”
Man-ifesto
• The overall feedback to the campaign is both more positive and higher in volume than any Levi Strauss & Co. campaign to date.
• Dockers generated the largest number of digital posts, gained the largest increase in Facebook fans and posted the highest number
Return on Ideas
largest increase in Facebook fans and posted the highest number of searches on Google for 24 hours (during the Super Bowl).
• Sales up by 240% on Game Day.
• 633K people registered for free pants week of Super Bowl.
• Feb online sales: +125% vs. LY.
• Expanded distribution- American Rag, Urban Outfitters & Nordstrom
Does it get the job done?
Strategy Checklist
Does it do it better than
anything else?anything else?
Does it open up possibilities for
even more?
So what really matters really matters to you?
thank you.
Joseph de LeonJoseph.deLeon@draftfcb.com
DraftFCB SDN BHD17th Floor, Menara IGB, MidValley City
Lingkaran Syed Putra, 59200,
Kuala Lumpur, Malaysia
web: www.draftfcb.com.myweb: www.draftfcb.com.my
tel: + 6 03 2296 3600
fax: + 6 03 2296 3705
In the too much information
age, the window of
opportunitywindow of
opportunityremains open for an average of 6.5 seconds.
We call it the 6.5 seconds the 6.5 seconds
that matter.
the research
Over 1,000 interviews gave us an average engagement time between consumers and brand messaging of 6.5 seconds.
behind the number:
You have 6.5 secondsto make your brandmatter.
here’show it works
your brandmatter.Use it wisely.
We find the “holy s#%t” number, merge it with a compelling insight to develop the most creatively inspiring strategy. insight to develop the most creatively inspiring strategy.
And it culminates in
a creative solution that solution that captures the consumer in 6.5 seconds.
the number that makes us stop and think
the creative the
the creative
solution
the insight that really matters
the strategy
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