How to reveal powerful insights which articulate new perspectives and outlooks about a brand, its audience and its environment, to inspire new meaningful stories and ideas
This program suggests a unique way of defining an insight (hint: it is not a single revelation). It then presents a set of practical thinking tools and AI applications that enable us to examine underlying truths through different prisms, and helps ask the right questions to uncover meaningful insights. Insights which act as the basis of developing effective storytelling and breakthrough creative ideas. After each thinking tool and AI application is presented, participants apply it to briefs and tasks from their workload, providing a concrete, real-life test drive of each one.
Topics
How to find inspiring observations which are ‘hidden’ in our minds because we are ‘fixated’ at analyzing a reality from an intuitive conventional perspective we take for granted
How to map and identify conflicts encapsulating a personal or social tension which can be addressed by the brand to deliver concrete value
How to recognize relevant causes with high significance to consumers and their lives, and reveal territories where brands can enable people to act and feel empowered
How to find distinctive behavioral attributes leading to unique observations about a TA and their lives
How to look differently at problems and reveal new opportunities where we least expect to find them: at the heart of the problem itself
How to discover points of frustration born from ‘small’ trivial yet annoying obstacles or barriers, leading to hidden untapped dramas
How to use machine learning and AI to reveal fresh observations that can spark meaningful stories at the start of a thinking process
How to initiate an “Emotional Investment” which goes beyond conventional consumer engagement and involvement
Designed for
Agency training: a mixed group of disciplines. Creatives, planners, accounts, media, PR, etc. from different levels of experience and seniority.
Brand training: A mixed group of marketing and communications disciplines. Marketing managers, brand managers, product managers, advertising managers, PR managers, research/data analysts, etc. from different levels of experience and seniority.
Joint client-agency training: both