Mastering Strategic Insights: Observations vs Insights
Table of Contents:
- Introduction
- What are Insights?
- The Difference Between Observations and Insights
- The Importance of Strong Insights in Advertising
- Examples of Powerful Insights in Advertising
- The Role of Strategists in Developing Insights
- The Value of Insights for Creatives
- Tips for Finding and Developing Insights
- Avoiding Surface Level and Uninteresting Insights
- The Process of Turning Insights into Ad Campaigns
- Conclusion
Article: The Power of Strategic Insights in Advertising
Introduction
In the world of advertising, strategic insights play a crucial role in creating effective and impactful campaigns. However, understanding and developing these insights can be a daunting task. In this article, we will explore the concept of insights in advertising, the difference between observations and insights, the importance of strong insights, and tips for finding and developing compelling insights. We will also discuss the role of strategists in the process and the value of insights for creatives.
What are Insights?
Insights, in the context of advertising, can be defined as human truths that are emotionally, behaviorally, or psychologically inherent among a specific audience or target group. They go beyond surface-level observations and provide a deeper understanding of why people do the things they do. Insights serve as a powerful tool to connect and relate with the audience. When used in advertising, insights give a brand the ability to communicate in a way that resonates with their target consumers and helps them see themselves within the brand or product.
The Difference Between Observations and Insights
While observations look at what people do, insights explain why they do it. Observations can serve as a starting point, but to truly develop a strong insight, one must dig deeper and ask probing questions. By understanding the emotions, behaviors, and motivations behind an observation, individuals can uncover valuable insights that can drive creative ideas and compelling advertising campaigns. For example, the observation that people don't wear sweatpants out of the house led to the insight that they feel sloppy or lazy when doing so. This insight was used by Fruit of the Loom in their "Get Comfortable with Success" campaign, which introduced sweat suits that made people feel comfortable and put together.
The Importance of Strong Insights in Advertising
Strong insights are essential in advertising as they provide the foundation for effective communication with the target audience. They enable brands to create messages that resonate on a deeper level and speak to the core needs, desires, and values of their consumers. A compelling insight can make someone say, "That's so true," or "I never thought of it that way," which builds a connection between the brand and the consumer. Without strong insights, advertising can become surface-level and fail to make a lasting impact.
Examples of Powerful Insights in Advertising
Several successful advertising campaigns have been developed around powerful insights. One such example is the "Find Your Greatness" campaign by Nike. The insight behind this campaign was that not every person who exercises or plays sports aims to be the best; they simply want to be their best selves. This insight resonated with the audience and resulted in a highly impactful campaign that emphasized personal achievement and encouraged individuals to strive for greatness in their own way.
The Role of Strategists in Developing Insights
In an agency setting, strategists are typically responsible for crafting the creative brief, which includes the insight that drives the advertising campaign. However, not all agencies have strategists, and some strategists may not deliver strong insights. In such cases, creatives are tasked with finding interesting and compelling insights to base their ideas on. Learning how to think strategically, especially when it comes to insights, can make creatives stand out and excel in their career, even without the presence of a dedicated strategist.
The Value of Insights for Creatives
Insights are not limited to strategists; they hold great value for creatives as well. When working on portfolios or creating spec work, creatives often do not have the luxury of a strategist guiding them. Developing the skill to find and leverage powerful insights allows creatives to build compelling campaigns and demonstrate their ability to think strategically. By understanding and utilizing insights, creatives can create engaging and memorable advertising that resonates with the target audience.
Tips for Finding and Developing Insights
Finding and developing insights requires a deep understanding of the target audience and their needs, desires, and behaviors. While surface-level insights might be a starting point, it is crucial to dig deeper by asking questions and conducting research. To make insights more interesting and relatable, it is helpful to detach them from the brand or product being advertised. This allows for a broader perspective that focuses on human truths, societal trends, or cultural aspects. By stripping out the brand name from the insight, creatives can develop insights that would still hold true even without the specific brand.
Avoiding Surface Level and Uninteresting Insights
Surface-level and uninteresting insights hinder the development of engaging and impactful advertising campaigns. Overused insights such as "Millennials value experiences over things" or "People are bombarded with choices" fail to provide the necessary depth and relatability. To avoid these pitfalls, it is crucial to dig deeper and find insights that make people think, "Wow, I never thought of it that way," or "That's so true." By exploring the emotions, behaviors, and societal context surrounding an observation, creatives can discover insights that are unique, interesting, and relatable.
The Process of Turning Insights into Ad Campaigns
Once a strong insight is identified, the next step is to transform it into an effective ad campaign. This process involves brainstorming, ideation, and concept development. The insight serves as the guiding force, shaping the messaging, visuals, and creative direction of the campaign. By centering the ad around a human truth, the brand can connect with their target audience on a deep level and create a campaign that resonates. Additionally, the insight allows creatives to craft a clear and concise message that communicates the brand's value and differentiates it from competitors.
Conclusion
In the world of advertising, strategic insights are invaluable. They provide the foundation for effective communication, allowing brands to connect with their target audience on a deep, emotional level. Understanding the difference between observations and insights, discovering unique and compelling insights, and translating them into impactful ad campaigns are essential skills for both strategists and creatives. By harnessing the power of insights, brands can create advertising that captures attention, builds connections, and drives results.