Deconstructing Insight

Consumer insight is a premium. The best way to get it is through deconstruction:

1. Observe the behavior and the context of the behavior (time, place, etc.)

2. Discover the assumption for a particular point of view or thinking that lead to that behavior in those context

3. Seek to find the cause / context / experience / information led to that assumption.

When you get through to more people using the above and discover a theme, then you've found your golden ticket to the chocolate factory.

Some of the fascinating insights from the past:

• Nike shoes - they sell culture, trend and lifestyle and not just function.

• Cars - people buy them as an extension of their personalities.

• People subscribe to The Economists because it makes them look smart

• Online Avatars - allows people to live out of the closet

The problem with Insights is that they tend t be broad and easily used / copied by competitors. So to own an insight, there's where brands need to build and continuously reinforce their message. Say it until it becomes synonymous.