《广告教程：以洞察（Insight）开始思考1.ppt》由会员分享，可在线阅读，更多相关《广告教程：以洞察（Insight）开始思考1.ppt（67页珍藏版）》请在三一办公上搜索。
1、Leading with InsightMatthew Milan,Critical Mass,1.Insight2.Being Insightful3.Leading With Insight,Insight.,“A lot of times,people dont know what they want until you show it to them”,Steve Jobs,people dont know what they want,“Recognizing the need is the primary condition of design,Charles Eames,Reco
2、gnizing the need,“Design works if its authentic,inspired,and has a clear point of view.It cant be a collection of input”,Ron Johnson,clear point of view,It cant be a collection of input,Why is insight important?,Insight occurs when people recognize relationships or make associations between objects
3、and actions that can help them solve new problems.,Britannica,Recognize relationships,Insight is the act or result of apprehending the inner nature of things or seeing intuitively.,Websters,Apprehending the inner nature,Recognizable Truths,that help you understand the real nature of problems.,2.Bein
4、g Insightful,To be insightful,you must embrace the following,1:You must ask thoughtful questions,2:You need to look beyond the obvious,3:You shouldnt be afraid to reframe the problem,4:You must learn to trust your gut,Who did I learn this from?,Who did I learn this from?,Who?,COLUMBO,Thats rightColu
5、mbo taught me everything I need to know about being insightful.,Back to Feynman for a minute,Karl Popper-1968The“Wizard Merlin”Perspective of Insight,“A magician of the highest caliber”,Michael Posner-1973The“Prepared Mind”Perspective of Insight,“I know Ive been a pest.Im just trying to do my job.”,
6、No Magic,PrepareIncubateIlluminateVerify,The Art of Thought-Wallas,1926,The prepared mind has a repeatable process,One more thing,You know what I dont understand,There are a couple of loose ends Id like to tie up.Nothing important you understand,Its just one of those things that gets in my head and
7、keeps rolling around in there like a marble,Whats really going on here?,Columbo is:,Treating insight as a consequence,rather then a cause in problem solvingUnderstanding the underlying structure of the problem and restructuring the problem to avoid functional fixednessApplying procedural similarity
8、to take advantage of representative transferWaiting patiently for“suddenness of solution”,3.Leading With Insight,What does leading with insight mean for your business?,A pair of stories about research,culture and results.,Validation vs Inquiry,A culture of validation:$200K+OF DISCOVERY RESEARCH100 F
9、OCUS GROUP PARTICIPANTS25 INDEPTH INTERVIEWS10 ETHNOGRAPHIC STUDY SUBJECTS5 PERSONAS,A culture of inquiry:$1300 TO RENT A VAN AND A CAMERA5 LOCATIONS4 HYPOTHESIS3 GUT CHECKS1 SEVEN MINUTE FILM,The Moral,Lots of research is a waste of time and money.,Lots of research is a waste of time and money.,Don
10、t use research to tell you what you already knowuse it to tell you what you dont know.,Dont use research to tell you what you already knowuse it to tell you what you dont know.,So What?,Insights help uncover and reframe the true nature of a problem,Insights help businesses identify and target positi
11、ons of differentiation.,How do I do this?,Iteratively Reframe,To Uncover the True Nature of the Problem,Iteratively Reframe,To Uncover the True Nature of the Problem,Insight should be a key driver of your business thinking.,Heres why:,Good insight(and good research)helps you to know what your customers needbefore they know themselves,Leading with insight means that you can create“the need”.,True Differentiation,Real Innovation,Tangible Results,Insight is a state of mind,And a way of doing business,
