Insights that Incite argues that the most effective and enduring communications are those born from single, simple insights into human behavior. Or more specifically human consumer behavior. Insights so simple that once revealed people react by saying, "that must already exist" or "why didn't I think of that". Insights require communicators to look at situations from new angles, examine problems from other perspectives, seek inspiration from other industries, from the animal kingdom, from science, from science fiction. The paper asks…How insightful are you? and How insightful are you?. Does your marketing and communications prompt new thinking? Will it change the way people think? Is it created solely for creative sake or does it solve a real business problem? Does it help sell more, more often, to more people, at a higher price? Does it improve our world?
Jeff Swystun, Chief Communications Officer, DDB Worldwide
Mr. Swystun, thank you for your latest paper. I found it on PSFK (http://www.psfk.com/2009/11/identifying-insights-that-incite.html) and after reading it, sent it along to all my colleagues. So many times in creative work you can run into roadblocks and inspiration can dry up. It was nice to read about so many great cases and the insights that were the catalyst for them. And the simplest do remain the best and most effective.
If you want to learn more about insights, the Boston Consulting Group has just released a new benchmarking study called The Consumer’s Voice. It is a study of consumer insight capabilities across 40 global companies, representing multiple consumer-facing industries and it revealed four stages: from traditional, "order-taking" market research to strategic, integrated business insight.
It found that most companies are in the bottom two stages today. To close the gap, companies must improve both the performance of the insight function and the engagement model with the business. Those that do so successfully can boost the impact of consumer insight—reaping the benefits in market share, customer retention, and profits. Download the pdf at http://www.bcg.com/documents/file35167.pdf.
Hey thanks for this. Nice to see someone giving something up for free. No signups, no opt-ins, no subscriptions. Knowledge should be ubiquitous and shared. I really enjoyed the cases in here. Lots of other agency sites are trying too hard to be cool and/or selling too hard.
Jeff Swystun, Chief Communications Officer, DDB Worldwide
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Comments (3)
Jean-Francois Campeau
Mr. Swystun, thank you for your latest paper. I found it on PSFK (http://www.psfk.com/2009/11/identifying-insights-that-incite.html) and after reading it, sent it along to all my colleagues. So many times in creative work you can run into roadblocks and inspiration can dry up. It was nice to read about so many great cases and the insights that were the catalyst for them. And the simplest do remain the best and most effective.
Posted by Jean-Francois Campeau | November 24, 2009 12:02 AM
Jeff Swystun
If you want to learn more about insights, the Boston Consulting Group has just released a new benchmarking study called The Consumer’s Voice. It is a study of consumer insight capabilities across 40 global companies, representing multiple consumer-facing industries and it revealed four stages: from traditional, "order-taking" market research to strategic, integrated business insight.
It found that most companies are in the bottom two stages today. To close the gap, companies must improve both the performance of the insight function and the engagement model with the business. Those that do so successfully can boost the impact of consumer insight—reaping the benefits in market share, customer retention, and profits. Download the pdf at http://www.bcg.com/documents/file35167.pdf.
Posted by Jeff Swystun | November 27, 2009 1:57 AM
Josh Feldmar
Hey thanks for this. Nice to see someone giving something up for free. No signups, no opt-ins, no subscriptions. Knowledge should be ubiquitous and shared. I really enjoyed the cases in here. Lots of other agency sites are trying too hard to be cool and/or selling too hard.
Posted by Josh Feldmar | December 6, 2009 1:11 AM