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I often get asked how do you create an insight: consumer insight; shopper insight - it's all basically the same. Here is the answer I give - a simple process to create insights
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How do you actually create an insight?Image source: Flickr
Insights are the heart, the lifeblood of marketing
Creating insights is one of those things that make marketing so interesting – a blend of magic and science that somehow
enables people to be able to conjure simple brilliance from apparently nowhere.
Image source: Flickr
Really. How do you do it?
I wrote this deck because someone asked how I create insights.There may be lots of ways.This just happens to work for me!
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Don’t go looking for them; wait for them to find you!
For this to work, you need to be always open to themAnytime, anyplaceKeep a notepad with you alwaysFollow the key steps in the next few charts
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Six steps to insight
Flood yourself in information
Get to know the data
Stop and reflect
Write out hypotheses
Back to the data
Size the Prize
Information flood
Flood yourself in information. Read lots. Be always interested and aware of everything. Read everything you can find on your category, customer, market, competitors.
Read unrelated stuff. Follow Twitter curators (@shopperexperts for example).
Go to stores and just send time observing.
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Dig into the data
Get to know the data. When you need to find insights, immersion is the name of the gameNot just the latest report, but ANYTHING YOU CAN GET YOUR HANDS ON. Read. Know it backwards, forwards, upside down and back to front.
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Stop.
Once you’ve eye-balled all the data – Wait. Go and do something
else.
Think about something else.
Allow the neurons in your head to fizz over this for a while. If a
thought pops into your head, play with it and then let it go (but do
write it down).
Insights don’t always enter the world fully formed with a big
flashing label on them.
Insights can be subtle at first – they sometimes need time to
mature like a fine wine
Stop and reflect.
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Hypotheses
Write out all of your ideas and hypotheses and thoughts.Turn them upside down. Look at the data in a different way? Ask “what ifs”. Invert the answer (if your first thought is “20 percent of shoppers do x” – consider what the 80% are doing.
Then go back to the data
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Size the prize
An insight isn’t really interesting unless it is valuable and actionable. How much might it be worth? What needs to be done to implement it?
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