As the world moves faster and drags the advertising industry along with it, the concept of ‘insight’, which resolutely stood at the centre of the advertising industry for long, is appearing blurred.
Often, we find ourselves in meeting rooms sharing a scratch of the head, “what’s an insight, anyways?”. Here’s my take.
What is an insight?
Firstly, when we talk about insights, we are talking with the purpose of effective inception – an ‘a ha’ moment to convince someone of something. (Unlike insight in literature or art where the only subjectivity that matters is that of the creators. And therefore, advertising is not art.)
It is purposive.
It seeks a response/ influence.
It requires an ‘other’ to incept in.
An insight that cannot trigger response is not useful.
Secondly, insight is relative. What is insightful to me might not be insightful for you. What is insightful for me now might not be insightful for me when I am older.
Thirdly, insight illuminates the beyond. People don’t find what they know, insightful. So, the playground of insight starts beyond their knowledge, their feelings, their experiences.
Simply put, I find something insightful if it was something that I didn’t know before.
I find something exhilarating if I had not experienced it before.
I feel I have grown, only after experiencing something, often a failure, that makes me reassess my previously held beliefs.
Insights push the boundaries of knowledge, feeling, being.
To create an ‘a ha’ moment, we need to drive the person right beyond the edge of his knowledge, his beliefs, his perspectives.
So, it is not enough to know what your consumer knows, feels, believes in. We need to know what the limits of those ideas in their mind and heart are. We need a humanist perspective to expand their boundaries of tolerance, beliefs, knowledge (which is relevant to the brand in question).
Insights as the revelation of a hidden option
A precise purpose of the ‘insight’ then is to convince the consumer to push their boundary; to step beyond their normal; to step beyond their range of feelings. An insight makes an option accessible, that they didn’t know of, or couldn’t access, or didn’t think they deserve it.
An insight is an invitation and encouragement to expand the boundaries of our lives. It propels us to seize an opportunity hidden to us for so long.