a hunters guide to bullsh*t-free insights tom morton, chief strategy officer, havas worldwide ny...

A HUNTER’S GUIDE TO BULLSH*T-FREE INSIGHTS

Tom Morton, chief strategy officer, Havas Worldwide NY @tommorton

“Miserable is what your whole crew will be, if you’re not original and you show no strategy.”

A Tribe Called QuestWord Play

INSIGHT IS ONE OF THE MOST VALUABLE CURRENCIES IN ADVERTISING

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

Bill Bernbach

LIKE ALL CURRENCIESINSIGHTS CAN BE DEVALUED

HOW TO SPOT A BAD INSIGHT

THE TARGET CONSUMER WHO ISN’T AN ACTUAL HUMAN BEING

“Natalie is an ISFJ.”

“She is a busy, on-the-go mom who is always looking for me-time.”

“Teens want the ability to customize and personalize food in their own way.”

“People feel that inner beauty is most important.”

THE DEEP TRUTH THAT DOESN’T SCRATCH THE SURFACE

“Flossing regularly makes my teeth cleaner and makes me feel more confident about my mouth.”

“People get tired by the end of the day.”

THE UNIQUE TRUTH THAT ISN’T UNIQUE (OR TRUE)

INSIGHTS NEED TO BE TRUE FLASHES OF INSIGHT

Insight: a penetrating observation about consumer behavior that can unlock growth. Diageo

Insight: an astonishing disclosure about real people, the brands they use or the world they live in that compels a change in their behavior.Richard Huntington, Saatchi & Saatchi

INSIGHT HUNTING MEANS DEFYING CONVENTION

“All great truths begin as heresies.”

George Bernard Shaw

INSIGHTS AREN’T JUST SAID, THEY’RE FELT

When the intellect articulates what the gut has always felt. Unilever Consultant

Insight (n.) The act of apprehending the inner nature of things or of seeing intuitively. Webster’s dictionary

Axe: every guy pines for ‘the one that got away’

Axe – Fear No Susan Glenn

THE QUICKEST WAY TO INSIGHT IS TO REFRAME THE PROBLEM

UK Road Safety: the 30mph speed limit is the highest speed at which most pedestrians will survive a collision

UK Road Safety – It’s 30 For A Reason

Milk: most people don’t even notice milk when it’s there, but they really miss it when it’s not

Got Milk – Aaron Burr

THERE IS MORE INSIGHT IN THE NEGATIVE AND CONTRADICTORY SIDE OF HUMAN NATURE THAN THERE IS IN THE SUNNY SIDE

Nicorette: most attempts to quit smoking are unplanned and chaotic, so quitting sucks Nicorette – Shark

BGH Air Conditioners: heat makes us undignified

BGH Air Conditioners: Dads In Briefs

“Out of the crooked timber of humanity, no straight thing was ever made.”

Immanuel Kant

LOOK BEYOND THE CONSUMER AND OUT IN TO CULTURE

The Beetle is a humble alternative

to the excesses of Detroit

Every generation of young people thinks it can change the world

LOOK TO THE DEEP TRUTHS OF THE BRAND

Johnnie Walker: an individual entrepreneur who strides across the bottle

Johnnie Walker: The Man Who Walked Around The World

Dos Equis: Vienna-style beer brewed by Germans in Mexico to celebrate the dawn of a new century.

Ritz Crackers: offering ordinary people a taste of the good times

Atlantic City: a city built on freedom

Q. What are the greatest hits of the brand?

Q. What was the magic of the brand when it was at its peak?

Q. What are the truths of the brand that are staring us in the face?

THE MAGIC QUESTIONS

AND FINALLY… NOT EVERY GREAT IDEA DEPENDS ON A GREAT INSIGHT

CANNES GRAND PRIX WINNERS NOT BASED ON INSIGHTS

Budweiser – Whassup?Burger King – Subservient ChickenGuinness – noitulovEHonda – CogIkea - LampNike – TagOrange – Film BoardSony – Balls

Courtesy of Simon Law, Fabric Worldwide