广告教程以洞察（Insight）开始思考.ppt

1.Insight2.Being Insightful3.Leading With Insight Insight. “A lot of times, people don’t know what they want until you show it to them…” “Recognizing the need is the primary condition of design “Design works if it’s authentic, inspired, and has a clear point of view. It can’t be a collection of input” It can’t be a collection of input… Why is insight important? Insight occurs when people recognize relationships or make associations between objects and actions that can help them solve new problems. Insight is the act or result of apprehending the inner nature of things or seeing intuitively. Recognizable Truths 2. Being 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 shouldn’t 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? That’s right…Columbo 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.” No Magic The prepared mind has a repeatable process There are a couple of loose ends I’d like to tie up. Nothing important you understand… Columbo is: 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 FOCUS 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’t use research to tell you what you already know…u