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Uncovering powerful insights

How to reveal powerful insights which articulate new perspectives about the brand and its TA, so as to inspire better creative briefs

This workshop suggests a unique way of defining an insight (hint: it is not a single revelation). It then presents a set of practical thinking tools which enable us to look at reality in different prisms so as to reveal powerful insights. Insights which can act as the basis of developing effective storytelling and breakthrough creative ideas. After each thinking tool is presented, it is implemented by participants on actual briefs & tasks, so as to provide them with a tangible real-life test drive for each tool.

Training goals

Gaining insights about the essentials of a powerful insight
Learning how to approach an insight as a chain of revelations, not a single revelation
Understanding the difference between information, observation and insight
Learning new methods and structured thinking tools for revealing powerful insight, which articulate a meaningful new brand perspective
Learning how to develop smart single minded brand promises
Creating a better cooperation and understanding between all disciplines involved in the insights thinking process: clients, planners, creatives, accounts, etc

Topics

1

How to define an insight and understand what really makes it tick

2

How to find inspiring observations which are 'hidden' in our minds because we are 'fixated' at analyzing a situation from a specific conventional perspective

3

How to map and identify conflicts, which in many cases encapsulate a personal or social dilemma which can be addressed by the brand

4

How to recognize relevant causes with high significance to consumers and their lives, so as to reveal territories where brands can make a substantial impact

5

How to find particular behavioral attributes leading to unique observations about a TA

6

How to defy and challenge existing assumptions, perceptions, and conventions so as to reveal insights with viable differentiation points

7

How to identify a specific unique point to celebrate, so as to establish what the brand stands for

8

How to look differently at problems, so as to find new opportunities where we least expect to find them: at the heart of the problem itself

9

How to identify and understand associative benefits which can be translated into insightful brand promises

10

How to initiate an ``Emotional Investment`` which goes beyond conventional consumer engagement and involvement

Designed for

Agency training: a mixed group of disciplines. Creatives, planners, accounts, media, PR, etc. from different levels of experience and seniority.
Brand training: A mixed group of marketing and communications disciplines. Marketing managers, brand managers, product managers, advertising managers, PR managers, research/data analysts, etc. from different levels of experience and seniority.
Joint client-agency training: both

Formats : 2 days on-site training or a bespoke set of online sessions