dsmt - insight creation

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Digital Strategist’s Mental Toolkit:Insight creation_

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What this section will cover:

• Insight definition • Triggers and tools• Making the decision

Key points_

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An unexpected but simple universal tension that exists between the target and the product

Definition of an insight_

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Aha!

Definition of an insight_

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Insights aren’t so much created as they are triggered.

Definition of an insight_

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People don’t want a quarter-inch drill, they want a quarter-inch hole.

A great insight_

Jeremy Bullmore, WPP

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Virgin Express is inexpensive but not cheap.

A great insight_

Source: PSFK

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• Gather raw material• Intake and ruminate • Look for commonalities• Find and explore relationships that have tension or

unresolved issues• Search for outliers, incongruities• Debate and discuss with everyone

Insight triggers_

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• Debate with a team member• Engage in mental simulation • Use metaphor and analogy• Do storytelling • Improvise the answer

Insight triggers_

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1. Assume a beginners mindset– Don’t judge information as it comes in– Question everything– Really listen and take in the information

Trigger tools_

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2. What, How, Why method– What is the information you are looking at? What is happening?– How is it relevant? How many ways can it be interpreted? – Why should it be considered? Why is it happening?

Trigger tools_

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3. Madlib– Play with combinations and templates to trigger thoughts– [consumer] needs to [utility] because [external force]

Trigger tools_

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4. K-J Technique– Eliminate team bias through silence– Allows for generation and classification of many ideas

Trigger tools_

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5. Constrained brainstorming– Better than standard brainstorming – Allow criticism, devils advocate, constraints– Results in better insight generation

Trigger tools_

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How will you know if you have to go with what you have?• Engage in mental simulation • Use metaphor and analogy• Do storytelling • Improvise the answer

Go with your gut.

Decision making with limited input_