insight mining

© Lowe Lintas & PartnersLowe Lintas & Partners

WELCOME TO THEINSIGHT MININGTRAINING DAY

WELCOME TO THEINSIGHT MININGTRAINING DAY


INSIGHT MININGINSIGHT MINING


There’s too much communication


Media explosion

• 1216 TV Channels1216 TV Channels

• 12,313 Commercial 12,313 Commercial RadiosRadios

• 300 million Web Pages300 million Web Pages

• 2,749 Magazines2,749 Magazines


The result

People are avoiding it:

•They have the means

•They have developed the habits

• They have the brains


Our contention

In a Culture of Ad Avoidance Creativity Pays


What really pays is likeability

• Advertising people likeAdvertising people like– is more memorableis more memorable– builds brand preferencebuilds brand preference– builds salesbuilds sales

• Quantitative research proves itQuantitative research proves it(Millward-Brown, Haley & Baldinger(Millward-Brown, Haley & Baldinger))


Likeability in the USThe Importance of Liking I

(% Tests which predicted sales winner)

0 10 20 30 40 50 60

Liking

Top of mind awareness

Unaided awareness

Brand most likely to buy

(Haley & Baldinger, ARF CopyResearch Validity Project, 1991)


Recall %

Lowest… Likeability …Highest0

5

10

15

20

25

30

(Du Plessis, Admap, May 1994)

The Importance of Liking II

Likeability in South Africa


Likeability in the UKThe Importance of Liking III

Recall %

Lowest… Likeability …Highest0

5

10

15

20

25

30

(Du Plessis, Admap, May 1994)


What makesadvertising likeable

• It’s not enough to be simply entertaining

• Great advertising sticks

• It sticks because it strikes a chord

• It reveals something about us as people

(our thoughts, our feelings, the things we believe, know or do).


The key tolikeability is humanity

Insight Into PeopleInsight Into People


The Power of Insight:A short test

• Do you like it?

• Would you remember it?

• Does it feel personally relevant?

• Does it move you closer to the brand?

• Would you buy it?


One final but very important question

Do you think the Do you think the insight was a insight was a

springboard to a springboard to a radical creative idea?radical creative idea?


By 4 o’clock busy people need something more substantial than tea

or coffee to keep them going

Cup-a-soup


When you’re shopping it’s the little extra things that people do that

make all the difference.

Tesco


When you’re under pressure you need to look cool and in-control to

come through

Rexona


When you know beer, you know a higher price is a sign of higher

quality

Stella Artois


That’s easy then


It’s clear thata good insight is:

A deeply felt human truth A deeply felt human truth that feels as relevant to that feels as relevant to

the brand as it does to usthe brand as it does to us


It’s clear whatits value is:

• Touches a Touches a nervenerve

• Draws us inDraws us in

• Feels personalFeels personal

• Sticks with usSticks with us


The Paradox

If that’s so, why does there seem to be so much un-insightful advertising?


Real Insights get sacrificed to False causes:

• More Information

• Shout Loudly

• Borrowed Interest

• Fabricated Insights

• Creativity for creativity’s sake


And Good Insights are hard to find

• People don’t tell you insights, they have to be discovered.

• Insights are discovered by asking questions.


“Ask the right question, you’ll get the right answer”


But what ifthe questions are...

• Not challenging enough

• Not thorough enough

• Not addressed to the people who can give the richest response


INSIGHT MINING


Our Approach to questioning

• It’s revealing to ask the right It’s revealing to ask the right questionsquestions

• It’s more revealing to ask wrong onesIt’s more revealing to ask wrong ones

• It’s inspiring to look at examples from It’s inspiring to look at examples from outside our businessoutside our business

• The more you ask the more likely you The more you ask the more likely you are to get to the right insightare to get to the right insight


ASK RIGHT AND WRONG ASK RIGHT AND WRONG QUESTIONS IN EACH:QUESTIONS IN EACH:

We dig for insightsin three mines

Context

Consumer

Brand

Comms

Comp

Social


We ask them all from one perspective:We ask them all from one perspective:

Consumer

Brand

Context

THE HUMAN THE HUMAN PERSPECTIVEPERSPECTIVE

We dig for insightsin three mines


Right/Wrong approach is rooted in modern psychology

““People will give expected answers People will give expected answers to expected questions. They will to expected questions. They will

give a much more revealing give a much more revealing answer to a question that feels answer to a question that feels

wrong.”wrong.”- Dr. P. Vatztewick- Dr. P. Vatztewick


Exhaustive approach is rooted in modern psychology

““No clinical examination can be No clinical examination can be too exhaustive. The more you too exhaustive. The more you ask, the further you get. Some ask, the further you get. Some

questions lead nowhere, but one, questions lead nowhere, but one, just one can trigger the answer.”just one can trigger the answer.”

-- Dr. A. BrossmerDr. A. Brossmer


HOW WE USE INSIGHT MINING


Single Purpose : two uses

More insightful brand More insightful brand positioning and creative briefs.positioning and creative briefs.

Research Programme

Brainstorming


It’s a game witha serious purpose

• Games are fun - minds open, spirit changes

• We invite “the players” best able to solve the problem

• Rules and structure lead us towards the answer


Rigour

The right questions

Each game follows a course

THE BUSINESS ISSUE

COMMUNICATIONS TASK

BIG CONSUMER INSIGHT

Provocation

The wrong questions

Discoveries

New facts, new

thoughts

Connections

Consumer, brand,

competitive context

WHO TO ASK


And has some general rules

• Select a dealer and a moderator.Select a dealer and a moderator.

• Randomly deal “Right” Questions.Randomly deal “Right” Questions.

• Randomly deal “Wrong” Questions.Randomly deal “Wrong” Questions.

• Use questions to “spark” off Use questions to “spark” off thoughts and new questions?thoughts and new questions?

• Keep going until the answers come.Keep going until the answers come.

• Capture themCapture them


The game can be played in three ways

Heavy DutyFast & Furious

Solo Run


Heavy DutyHalf/Full day Session

• Brand Positioning / Re-Brand Positioning / Re-PositioningPositioning

• Fully moderatedFully moderated

• Client and outside attendeesClient and outside attendees

• Run through the full processRun through the full process

• Part of a long term programmePart of a long term programme


Fast & Furious one-two hour inspiring agency session

• Finding angle of attack for Finding angle of attack for creative briefcreative brief

• Informally moderatedInformally moderated

• Agency teamAgency team

• Random, quick-fire processRandom, quick-fire process

• 3/4 days before the briefing3/4 days before the briefing


Solo RunPlaying solitaire

• Looking to inspire your Looking to inspire your own strategic thinkingown strategic thinking

• Alone or with a partnerAlone or with a partner

• Run through the packRun through the pack

• The night before!The night before!


With ruthless judgement of insights at the end

DOES IT:DOES IT:

• Address Business IssueAddress Business Issue

• Personally Involves Personally Involves ConsumersConsumers

• Inspire Creative IdeasInspire Creative Ideas

• Build Brand RelationshipBuild Brand Relationship


Insight Mining leads to richer insights because

IT COMBINES :IT COMBINES :

• right with wrongright with wrong

• provocation with rigourprovocation with rigour

• thoroughness with thoroughness with enjoymentenjoyment


INSIGHT MINING leads to cases like these


Example: French Lottery

Business Issue:Business Issue:• Less people playing the lottery Less people playing the lottery

because new games seems more because new games seems more exciting to playexciting to play

Communications challenge:Communications challenge:• Bring players back by putting the Bring players back by putting the

fun back into playingfun back into playing

The trigger question:The trigger question:• What would a fanatic say?What would a fanatic say?


The French Lottery example

““When you play you canWhen you play you candream of changing your dream of changing your

life”life”


Example: Axe

Business Issue:Business Issue:• Axe sales static due to ageing Axe sales static due to ageing

brand profile and failure to recruit brand profile and failure to recruit amongst teenage males and amongst teenage males and “dad” brand image.“dad” brand image.

Communications challenge:Communications challenge:• To emotionally re-connect with To emotionally re-connect with

youth.youth.The trigger question:The trigger question:• What does the target audience What does the target audience

dream of?dream of?


The Axe example

““Every man dreams of a Every man dreams of a woman making the first woman making the first

move”move”


Let’s start now


OUR SEVENCREATIVE PRINCIPLES.

OUR SEVENCREATIVE PRINCIPLES.


1. The idea is god.

• The arrival of computer technology has led to The arrival of computer technology has led to a proliferation of technique-led advertising.a proliferation of technique-led advertising.

• Technology has allowed creative people to Technology has allowed creative people to disguise the fact that they haven’t actually disguise the fact that they haven’t actually thought of an idea.thought of an idea.

• Ideas are what truly engage with the Ideas are what truly engage with the consumer.consumer.

• Advertising without ideas is like musicAdvertising without ideas is like musicwithout tunes.without tunes.


2. Great solutions need great problems.

• The creative brief is the single most The creative brief is the single most important piece of paper in the building.important piece of paper in the building.

• Agonise over the problem, and the Agonise over the problem, and the solution tends to come more easily.solution tends to come more easily.

• Lowe Lintas ‘control’ culture founded on Lowe Lintas ‘control’ culture founded on the imperative for outstanding briefs - and the imperative for outstanding briefs - and then ensuring work stays true to them.then ensuring work stays true to them.


3. Say one thing.

• The classic ads are always single-minded and The classic ads are always single-minded and strikingly simple.strikingly simple.

• Throw one tennis ball, they’ll catch it. Throw Throw one tennis ball, they’ll catch it. Throw five, they’ll drop them all.five, they’ll drop them all.

• ‘‘Murder your darlings’. A heart-wrenching Murder your darlings’. A heart-wrenching process for both agency and client, involving process for both agency and client, involving the callous elimination of much-loved product the callous elimination of much-loved product points.points.

• ““I am sorry I have written you a long letter. I I am sorry I have written you a long letter. I did not have the time to write you a short did not have the time to write you a short one.”one.”


4. First be clear, then be clever.

• Clarity has become an almost unfashionable virtue.Clarity has become an almost unfashionable virtue.

• ‘‘Write on a large piece of paper, and in the plainest Write on a large piece of paper, and in the plainest possible language, exactly what the client wishes possible language, exactly what the client wishes to say. Now pin it on your wall and try and beat it.’to say. Now pin it on your wall and try and beat it.’

• Creative people must resist the blithe assumption Creative people must resist the blithe assumption that the audience has the faintest idea what’s that the audience has the faintest idea what’s going on.going on.

• The cleverest ideas are the ones thatThe cleverest ideas are the ones that everybody everybody gets.gets.


5. Seek out the intelligent twist.

• The best ads are built around some kind of The best ads are built around some kind of ingenious and unexpected conceptual trick: ingenious and unexpected conceptual trick: the ‘twist’.the ‘twist’.

• The five kinds of twist: COLLISION, REVERSAL, The five kinds of twist: COLLISION, REVERSAL, LATERAL LEAP, SNOWBALL, AMBUSH.LATERAL LEAP, SNOWBALL, AMBUSH.

• ‘‘Intelligent twist’ advertising is the kind most Intelligent twist’ advertising is the kind most respectedrespected and and enjoyedenjoyed by our audience. by our audience.


6. The campaign rules supreme.

• Resist the allure of the one-off wonder.Resist the allure of the one-off wonder.

• ““Up like a rocket, down like a stick.Up like a rocket, down like a stick.””• In a campaign, successive executions are In a campaign, successive executions are

like verses of a hymn. By verse three, like verses of a hymn. By verse three, everybody is ‘singing along’ with the idea.everybody is ‘singing along’ with the idea.

• Long-running campaigns are the most Long-running campaigns are the most valuable properties we can devise on behalf valuable properties we can devise on behalf of our clients. of our clients.

• Campaigns become like well-loved brands Campaigns become like well-loved brands themselves: a welcome sight on the themselves: a welcome sight on the crowded shelf of the advertising break.crowded shelf of the advertising break.


7. The good is the enemy of the great.

• A culture of A culture of dissatisfaction with dissatisfaction with everything we doeverything we do has become the driver has become the driver to maintaining creative excellence.to maintaining creative excellence.

• For instance, are we For instance, are we absolutely sureabsolutely sure that these are the seven best creative that these are the seven best creative principles that we can think of?principles that we can think of?