@UmarGhumman
umarg.com
Hello
I’m Umar, a Strategist from Toronto.
I always wanted to know how the planning and creative community defines an insight.
I found some answers online and also asked some of the smartest people for their
contributions.
What follows are all the definitions. Some have been paraphrased, others are direct
quotes.
There are no predictions and nothing is going to die.
Click away!
The dictionary definition
in·sight
The capacity to gain an accurate and deep understanding of someone or something:
Human Nature
Nothing is so powerful as an insight into human nature…what compulsions drive a man,
what instincts dominate his action…if you know these things about a man you can touch
him at the core of his being.
Bill Bernbach
Founder
DDB
Illuminating
Why is a good insight like a refrigerator? "
Because the moment you look into it, a light comes on.
Jeremy Bullmore
Executive Director
WPP London
U.K.
Astonishing
An insight is an astonishing disclosure about people, the category or the wider world.
Richard Huntigton
Director of Planning
Saatchi & Saatchi London
U.K.
Why
For me an insight is simply defined as understanding ‘why’ rather than the what. Why do
people think the way they think or do the things they do…as opposed to what they
actually end up doing. That said, I also don’t believe there is such a thing as one single
insight – they can come from anywhere-but despite that, It's still about the why rather
than the what.
Rob Campbell
Head of Planning
Weiden + Kennedy Shanghai
China
Not a fact or observation
The best way I can describe "insight" is to give you an example of the difference between
a fact, an observation and an insight.
FACT: People tend to feed their pets twice a day.
OBSERVATION: They tend to feed them at breakfast and dinner time.
INSIGHT: People feel guilty eating in front of their pets.
@UmarGhumman
umarg.com