WHAT IS AN INSIGHT? DIFFERENCE BETWEEN AN INSIGHT AND OBSERVATION EXPLAINED.
Have you ever considered why Dos Equis is the most interesting man in the world was such a powerful campaign? It played on the consumer insight that experiences validate their interestingness. Not their man-cave, golf clubs, or car. As one drink or put it, I’d rather be dead than dull. This understanding of the consumer is what led to Dos Equis building the most interesting man in the world campaign.
Welcome to the lesson on what is an Insight. Insights are key to writing briefs. The insight unlocks the way around the problem. It reveals a new path to the consumer. It changes their understanding of the problem and our brand. In the Dos Equis example, it was revealing the new information that it’s not the expensive watch that gets respected, but an amazing story. It forces the consumer to look at the problem in a new way. It should inform and invoke a reaction. It’s a revelation at the time. But in hindsight, it feels like common sense.
To get to an insight, you first need to observe and talk to the target market. From observations, insights are formed. An observation is looking at what people do. So, for the observation of Dos Equis, they might have observed men are now more concerned about being boring when they’re out at the bar. The insight is an understanding of why people do what they do. And the neat trick is after writing down your observation, you write the word because, and explain why this is happening.
If the reason why it’s happening is a revelation to the audience, then you have an insight on your hands. So for Dos Equis, the revelation was that the game had changed from being about having the nice watch and expensive man-cave, two experiences. now validating people’s interestingness to their friends and potential partners. Not all insights are helpful for a brand.
In the next session, we’ll show you how you get to the right insight with the single-minded proposition. But let me give you two more examples of insights for Cheetos. They observed most people hated their hands getting dirty when they ate snacks, but Cheetos fans loved Cheetos dust because, in today’s efficiency, obsessed world Cheetos dust was their perfect alibi to having a real break. This led to the campaign Cheetos, can’t touch this. For dating app Hinge, they observed that singles have lost faith in dating apps and finding a partner because dating apps had gamified romance. They were trying to keep her pool single for longer. This led to the campaign Hinge succeeds when it gets deleted.
Hopefully, you have an understanding of what an insight is from these lifts. Let me know if you have any questions in the comments.
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