Image courtesy of backseatblogger.com
Here's a very interesting article on the excavation of consumer insights by Emma Cookson, Chairman of BBH New York. In it she argues that we need to stop digging for insights, presuming that insights are something that can be uncovered. Instead insights are in her opinion:
"...not – in my experience – discovered. They are thought of. Conceived in the mind of some smart, informed person. They are not found, they are intuited. They are not mined, they are identified and hypothesized"
She continues:
"In reality, identifying an insight is less about finding some new piece of information (who doesn’t already know that moms are proud of their sons’ and daughters’ achievements? Who needs a piece of research to point this out? ) and much more about realizing how information or knowledge can be freshly used and applied. We all already know that some people aren’t athletic, we all know we get grumpy and distracted when we’re hungry, we all know kids learn by experimental play – but we don’t all spot what to do with that knowledge. We don’t all have the INSIGHT to see how to apply it."
The rest of the article and comments below are well worth a read.
No comments:
Post a Comment