Many still ask, "What is an insight"? The Insight is a deeply felt human truth that feels as relevant to us and mainly to the target-audience. Insight Mining is a thinking process, in a form of a mind game moderated, which helps to have one thinking pattern (agency and Client team) for building communication Ideas.
I was honored to participate in the European team of strategists to develop this strategic tool. In the form of "truth cards" deck we answer questions about consumers, market, category. Each discovery-answer leads to a healthy / un-biased dialogue. The truths discovered through this dialogue are listed and again discussed with the moderator using ‘twists' (COLLISION, REVERSAL, LATERAL LEAP, SNOWBALL, AMBUSH) to reach the one and only consumer/audience insight that can unlock communication conceptual ideas. The centerpiece of this dialogue is: Insight into People, Insight into Category, and Insight into Company/Brand/Product.
The end-scope of the Insight Mining tool is to produce communication Ideas and not executions. The result is more single-minded and memorable communication propositions for your Corporate or Brand campaigns and finally tactics that can be cross-checked only with the Insight discovered.
Get fuelled with Monthly Storytelling