Page 95 - The EDIT | Q1 2017

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ing questions
ing questions
Yet ‘insights’ is perhaps one of the most bastardised, over-used and esoteric terms that we use in our day-to-day jobs in the world of media buying and communications planning. It’s not uncommon to see mundane facts, simple observations and even thinly- veiled opinions labelled as an ‘insight.’
Dictionary.com defines an insight as “an instance of apprehending the true nature of a thing, especially through intuitive understanding.” So while facts and data are very useful — to reach the level of an insight you need to make a bit of an intuitive leap from the data. It might be controversial to say this, but insights themselves can’t actually be tested or confirmed — they are a conviction about how the world works that we must, collectively as a client- agency team, believe and act on.
Ben Grill Director of Research PHD Australia
Real insights require real world observation
Oftentimes you can only arrive at that insight
by going out into the real world and interacting
with consumers (aka people) in their day-to-day environments. I remember once going for a walk with a mum participating in our study, asking her if the neighbourhood was safe. She said “Oh yes, very safe, very family friendly. The neighbours all look out for each other.” But then when we got inside her house, I saw she had Crimsafe (a brand of burglar- proof metal window screens) throughout her house. She then told me until she had Crimsafe added
to her windows she would never leave her child downstairs by itself. The new insight that the brand relaunch was based on? “No matter how safe we say we feel, we never feel safe enough.”
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THE EDIT ISSUE 05 | Q1 2017
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