3. My 3 problems with insights Some lessons
Disclaimer 1: Replace 'insights' for
'innovation' or 'solutions' and overall
talk will still make sense
Disclaimer 2: All stories and characters
referred to in this talk are fictitious,
even those who I have personally met.
Any resemblance to real persons
working for marketing departments in
multinational corporations and
advertising firms is purely coincidental.
8. Hola friends! I came up
with un great insight
no comprendo your without doing any
‘insight’
research at all!
Let’s base our
product strategy
on this!
18. there are formulas out there
customer [need, want, wish, aspiration]
context [situation, environment]
„but‟ [or other conjunction]
verb [friction, problem, barrier]
consequence [efect on the customer]
19. Young people seek reward from their brand
While using the mobile device
but
[productX] does not allow their ID to be shared
therefore they combine functionalities from other products
20. Young people seek recognition from their friends
While using the web
but
[productX] gives limited feedback
therefore they hate us
21. This is data… (lots of it and good one too)
This is a finding, an observation,
a description of an interesting
think, do, use, feel
“and this is a quote”
30. 4
5
6
3
7
15 8
2 14
11
13
10 9
16 12
1
Our job is not done with a great insight…
31. An insight is useless if it‟s not turned into a solution…
32. lessons
Insight development requires patience
Insights are not „discovered‟, they are „developed‟
Insights = 30% data, 30% perspiration, 30% inspiration
(the rest is luck)
Insights are a means to an end [solution]
Measure the effect of insights (and share with us)
33. problem#3
People
(and their companies, really)
34. law of the skillful insighter
“An organization / person ability to develop and
use great insights depends on their self-esteem
[to connect the dots] and their expertise [rigour in
the process]”
35. “I am completely sure I know
“I found this… i think” what I am talking about”
- Courage / self esteem
+
Intuition
Fear
36. “after 3 months in the field and
using a variety of research
methods I am extracting its
meaning, interpreting,
categorizing, seeing patterns,
creating frameworks that are
truthful, non-obvious, relevant
“insight? I am just and with a direct implication to
passing by” our business”
- Quality / expertise
+
Attends conferences
Embraces ignorance
40. lessons
be brave, courageous (and work for companies like that)
understand the segment you are talking to
aim for quality and disseminate best practices
42. a word from my sponsor
Established over 10 years ago, in/situm is an innovation consultancy that
provides strategic solutions to organizations. With offices in Argentina, Brazil,
Colombia, Mexico and US, we have conducted over 500 innovation projects for
a wide range of industries and sectors.
Our goal is to create positive impact in our world. To do so, we work with
Fortune 500 companies, startups and the public sector to develop new and
improved products, services, brands, messages and strategies based on a deep
understanding of people‟s needs, behaviors and aspirations.
Our multidisciplinary teams combine diverse backgrounds, experiences and
interests. We bring together ideas, theories, tools and methods from many
disciplines, including anthropology, sociology, cognitive psychology, design,
communication, marketing and business strategy. This approach allows us to
reach actionable solutions that are meaningful to users, generate value to
businesses and are new to the world.
in/ situm.com
