Insight statement
What to do next
Show the working, step by step
Where I used this
I ran a year-long campus harm-reduction campaign that was segmented by audience and evaluated from start to finish.
Read the case: Campus harm-reduction campaign: segmented, evaluated prevention →Everything is calculated in your browser. Nothing you type is sent or stored.
Observation is not insight
"Parents are busy" is an observation. An insight explains why people behave the way they do, and it almost always contains a tension: they want one thing, but something stops them. That tension is what a brand can resolve, and what makes an idea feel true when people see it.
- The test: when you read it to someone in the audience, do they say "that's so true"?
- Then brief it. Take the insight into the creative brief builder.
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Is your insight a real one?
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Questions
What is a consumer insight?
A fresh understanding of why people think or behave the way they do, usually built from an observation, an underlying motivation and a tension that gets in the way.
How do I find insights?
Watch and listen to people: interviews, reviews, social conversations, sales calls, behaviour data. Look for contradictions between what people say and what they do.
Why does an insight need a tension?
Because the tension is the problem the brand can solve. Without it, the statement is just a description.