face: the problem isn't your creatives, it's how you get your insight
DESCRIPTION
Creativity isn't just the responsibility of advertising agencies. The struggle for brands to discover relevant ways to connect with consumers starts by infusing more creative approaches earlier in the innovation journey, i.e. from the insight development process. Too often we dwell in familiar territory, and it takes an injection of creativity into the insight process to get richer rewards. In our session, Face shares eight key principles for uncovering new ground and delivering fresher and deeper insight. These principles can be applied on any project, big or small, local or international. Learn how to ask more interesting questions to get more interesting answers from consumers, and provide your team with a stronger platform for strategic inspiration and creative fuel.TRANSCRIPT
Where is the insight?
Client Creative Planner Researcher
It’s the same place where your idea ends up…
Create Insight
Creatively
Everything is worse than before
We don’t talk anymore…
Economies of sameness
We are still selling
“I have never made my discoveries through the process of rational thinking”- Big Albert E.
1. Mistaking popularity for relevancy
It’s more important
to be interesting than right
The best work came from the 7th most “relevant” insight
2. The agency is supposed to make it interesting
“Brief”
Hopeful planners
desk research
Creative development
Testing
Circle of death
Not interestin
g
Not interestin
g
3. Everyone hates research (as we know it)
Ooh. They have Starbucks…
Kill me Kill me
Kill meKill me
Kill me
Kill meKill me
Kill me
Insight, strategy & creativity is everyone’s responsibility
What if we treat insight
development like creative
development?
A great insight is 50% of an idea
So why don’t we nurture them the same way?
“Brief”
Hopeful planners
desk research
Creative development
Testing
Cycle of death
Stop doing this
Listen more
Better briefs
Awesome ideas
Co-create more insights & ideas
earlier
The creative
opportunity starts here
1. Turn things
upside down and do this…
2. Brainstorm potential insights
Use wisdomProvokeAnticipateCreate insights you would want to work on
3. Insights as conversation starters
Sculpt & test for interestingness
4. Celebrate category insights as much as consumer ones
5. Remix & reframe insights
6. Interesting & interested people only
please
Be more proactive with insight, be creative…
GO LARGE: Leap into it on a new project
START SMALL: Use invented insights as a more interesting warm up in any research
