Looking to understand the theory behind insights?
Here’s the best resources.
VIDEO
What is the difference between an insight and observation? - I talk about the difference between an insight and observation
How to find consumer insights - I talk about 3 places to look to find insights
How to write an insight with tension - I show an example from Wrangler packed with tension
What is a consumer insight - Danish Chan and I discuss what an insight is
What is an Insight - Nick Hirst explains what an insight at APG Noisy Thinking 2014
What is an Insight and how to reveal insights - Webinar of Yonathan Dominitz discussing what an Insight is and what are the Mindscapes creative tools for revealing insights.
How Insights Open Problems - Short class from Mark Pollard, explaining how insights can open up problems for your next creative brief
Insights vs Observations - Zwolf Strategy differentiating Insights vs Observations
What is an Insight - Outside in Company defining consumer insight for use in innovation and marketing
What is an Insight? - Andy Davidson explains what an insight at APG Noisy Thinking 2014
Insight Vs. Observations - Mat Shore explains why one of the simplest and most frequent mistakes we make when generating insights is to mistake facts about the customer for insight into the customer.
BLOGPOST
Insights are revelations - New Year’s Revelation by Richard Huntington
A Good Insight Is Like A Refrigerator - Jeremy Bullmore explaining how a good insight is like a refrigerator
Stop Fetishising The Insight - Martin Weigal discusses how fetishising insights encourages us to try and be profound and clever rather than useful.
The Lives Of Others. To Find A Way In, We Must Find The Way Out Of Our Own - Martin Weigal shares how much he hates Insights
Insight, Idea, Execution: “and the wisdom to know the difference” - Sarah Hiraki differentiates Insight, Idea and Execution, and shares real life examples
The insight: the most important part of the brief' - Edward Boches how an insight is the most important part of the brief
Power of Insights in Advertising - Brand insights explain The Cutting-Edge Power Of Insights In Advertising
ARTICLE
Design Research From Interview to Insight - Matt Cooper-Wright shares how to synthesize Insight
"What is an Insight, anyway?" - Think with Google Article on what an insight is
3 Tips For Finding Insight Gems - 4A’s member shares 3 tips for finding insight gems
What is an Insight? - Compilation of APG Noisy Thinking, discussing what an insight is, in various perspectives
Insight And Conflict Resolution: The Universal Lynchpin Of Brand Relevance - 2018 article by Tom Doctoroff about insight and conflict resolution
Where to look for Insight - Article from Harvard Business Review which accidentally reverse-engineers the question by outlining seven places to look for insight.
BOOK
Any Insight Yet? Latest book on the topic by Chris Kocek, this is an easy 2 hour read
Insight: The Surprising Truth About How Others See Us, How We See Ourselves, and Why the Answers Matter More Than We Think - Written by Tasha Eurich, Learn how to develop self-awareness and use it to become more fulfilled, confident, and successful.
DECK
What is an Insight? - 40+ Definitions Of An Insight compiled by Umar Ghumman
Sweathead Beat These Insights - Examples - Compiled by Mark Pollard for Sweathead Beat These Insights
A Hunter's Guide To BS-Free Insights - Tom Morton diving deep on Insights
Shout out to all the collaborators: Kate Peer, David Cerveny, Arielle Peters, Isabella Ayub, Andres Carrrilloa, Juan Joli, Morgan Bisha, Niels Belllaar, Rodrigo Silver, D. Mooney, Michaela Petre, Cristina Abdel, Suryasen Kundu, Prashant Kohli, Brooke Townswend, Andrea Dahlback, Cristian Sanchez, Dia Kirpalani, Steven Webster, Rish Tamilrajan, Leroy Nunes, Augstine Patrick, Kirsty Roxburgh, Georgia Padovan, Joanna Davanzo, Johnathon Bink, Matt Higgins, Emily Hauptle, , Bruno Facundes, Hannah Gulla, Jennifer Inglis, Sia O’Neill, Marisol Perez, Boris Vukic, Lukas Klejch, Reinis Amo, Steven Pace, Gui Pasculli, Joanna Davanzo, Rachel Shun
If you have any suggestions for other resources, please email me at julian@strategyfinishingschool.com
