1. Insight Digging

2. Key insight is seeing
‘inside the consumer’

3. Aspect of all you know
about the consumer:
how brand can solve a problem
or create an opportunity for them

4. The insight is specific
to the competitive
situation
and to the target.
Must have:
Tension
Inspiration
Believability
Power

5. Key Insight
‘I wish to get married
to a handsome prince’

6. Key Insight
‘Fragrance of my current talc does not last long
and I miss opportunities to enjoy life’

7. Key insight: The process
Obtaining information about what people think
and do
Building understanding about why they do it
Achieving insight into what the business can do
to satisfy their needs & wants in new ways
Taking action to deliver these solutions in the
market

8. How to get an insight?
What role does category play in consumer’s lives?
How can the brand improve someone ’s life?
What paradoxes of conflicting needs do people
face?
What opportunities are they looking for?
When and why is it important for product to work?
Who will notice?
What is the standard of excellence in the
category?
Who do consumers envy?

9. Keep asking ‘why’
to find the real need
behind an obvious
insight

10. Keep sentences as;
Fact......but.....because...
..definition of a need.

11. Fact......
but.....
because.....
definition of a need.
1- ben bir anneyim ama bir genç bir kadınım da ç ü anne
nkü
olunca insan kendine zaman ayıramıyor bu yü zden pratik bir
şekilde bakımlı ve gü hissetmek istiyorum.
zel
2- her gü otobü işe giderim ama hep taptazeyimdir ç ü ç ok
n sle nkü
kalabalık ve terleten bir ortam bu yüzden terlememeye ihtiyacım
var.
3- işimde kendimi gö stermek istiyorum ama ü stlerimle konuşacak
konu bulmakta zorlanıyorum ç ü işte yeniyim, gü k konuları
nkü nlü
stü ğ
ayakü ö renebilmeyi isterdim.

12. because
if
on
Fact t
bu
ly
….
“Bazen ofise makyajsız giderim ama rahat edemem
çünküpatronum beni hasta veya güç süz zannedebilir;
ke ş ke sabahları makyaj yapmak daha kolay olsaydı.”

13. 5T Insight Model
TRUE AND ALMOST
UNIVERSAL TO
TARGET
TACIT NOT OBVIOUS
TO EVERYONE
CORE TOUCHES THE HEART
FOR EMOTIONAL
INSIGHT CONNECTIONS
TENSION INVOLVED
TRIGGERS ACTION

14. Principles for Successful
Insight Development
1. Begin with the end in mind
2. Insights are target specific
3. Insights flow from in-depth, relevant consumer/shopper
knowledge
4. Insights are built on holistic understanding
5. People who need to act on insights need to be involved in
creation of insights
6. Big ideas start small – identify seed ideas
7. Getting to powerful insights takes hard work AND
knowledge
8. Powerful insights create powerful reactions: You know it
when you’ve got it!
9. You may not be 100% right the first time
10. Powerful insights have a long shelf life!

15. 5T Insight Model
TOUCHES THE TENSION
TRUE TACIT TRIGGER
HEART INVOLVED
• Tends to be • Becomes • Makes you • Consumers are • You know
universal as it is obvious when stop & reflect on human beings immediately
linked to human you say it but yourself puts a with a multitude what you can do
nature /behavior/ was not smile on your of values, with it (to
beliefs (hindsight) face needs, beliefs leverage your
and behaviors brand value and
• Although you • You can •“You obviously that are not drive purchases)
can find local immediately understand me” always
expressions of relate/sounds consistent.
an universal familiar (insight) •“That’s true, I
insight never thought • Great insights
• Then opens about it that bring consumer
new directions way” paradoxes into
(foresight) the open and
•“That is sooo resolve them.
true”

16. İ ç görü 5G Testi!
de
Gerç ek
Gizli
Gö l ok ş ayan
nü
Gerilim yaratan
Gaza getiren
“Bazen ofise makyajsız giderim ama rahat edemem
çünküpatronum beni hasta veya güç süz zannedebilir;
ke ş ke sabahları makyaj yapmak daha kolay olsaydı.”

17. İ ç görü n G Noktas ı !
nü
Efsanevi “Got Milk” Kampanyası Gerç ek
Son derece gü lü net bir
ç , Gizli
iç gö ye dayanır:
rü Gö l ok ş ayan
nü
İnsanlar dolapta sü n bittiğini,
tü Gerilim yaratan
tam ihtiyaç duyana kadar Gaza getiren
farketmiyorlar.

18. İ ç görü n G Noktas ı !
nü
Omo “Kirlenmek Güzeldir” Gerç ek
Gizli
“I always warn my child to be careful not
to dirt his clothes because washing Gö l ok ş ayan
nü
laundry is tiring task which takes a lot effort Gerilim yaratan
and time but I feel guilty because I feel like Gaza getiren
I’m limiting my child’s freedom which is
important for his/her healthy growth.”

19. İ ç görü n G Noktas ı !
nü
ING
Gerç ek
“I don’t prefer to work with international Gizli
banks because I feel like I’m betraying my Gö l ok ş ayan
nü
country by giving away national resources
but I want to invest money in the best way
Gerilim yaratan
since it represents years of hard work.” Gaza getiren