DSMT - Insight creation
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The document discusses insight creation for digital strategists. It defines an insight as an unexpected universal tension between a target and product that provides an "Aha!" moment. Insights are triggered, not created, through tools like gathering raw data, looking for relationships, outliers and incongruities. Specific triggering tools discussed are assuming a beginner's mindset, the what/how/why method, madlibs, the K-J technique, and constrained brainstorming. The document advises that if limited input is available, digital strategists should engage in mental simulation, metaphor, storytelling or improvisation to make a decision.
![Trigger tools_
3. Madlib
– Play with combinations and templates to trigger thoughts
– [consumer] needs to [utility] because [external force]
Photo: http://www.flickr.com/photos/47292975@N05/4398070128](https://image.slidesharecdn.com/dsmtinsightcreation-120529150719-phpapp02/85/DSMT-Insight-creation-13-320.jpg)
DSMT - Insight creation
- 2. Digital Strategist’s Mental Toolkit: Insight creation_ Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 3. Key points_ What this section will cover: • Insight definition • Triggers and tools • Making the decision Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 4. Definition of an insight_ An unexpected but simple universal tension that exists between the target and the product Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 5. Definition of an insight_ Aha! Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 6. Definition of an insight_ Insights aren’t so much created as they are triggered. Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 7. A great insight_ People don’t want a quarter-inch drill, they want a quarter-inch hole. Jeremy Bullmore, WPP Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 8. A great insight_ Virgin Express is inexpensive but not cheap. Source: PSFK Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 9. Insight triggers_ • Gather raw material • Intake and ruminate • Look for commonalities • Find and explore relationships that have tension or unresolved issues • Search for outliers, incongruities • Debate and discuss with everyone Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 10. Insight triggers_ • Debate with a team member • Engage in mental simulation • Use metaphor and analogy • Do storytelling • Improvise the answer Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 11. Trigger tools_ 1. Assume a beginners mindset – Don’t judge information as it comes in – Question everything – Really listen and take in the information Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 12. Trigger tools_ 2. What, How, Why method – What is the information you are looking at? What is happening? – How is it relevant? How many ways can it be interpreted? – Why should it be considered? Why is it happening? Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 13. Trigger tools_ 3. Madlib – Play with combinations and templates to trigger thoughts – [consumer] needs to [utility] because [external force] Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 14. Trigger tools_ 4. K-J Technique – Eliminate team bias through silence – Allows for generation and classification of many ideas Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 15. Trigger tools_ 5. Constrained brainstorming – Better than standard brainstorming – Allow criticism, devils advocate, constraints – Results in better insight generation Photo: http://www.flickr.com/photos/47292975@N05/4398070128
- 16. Decision making with limited input_ How will you know if you have to go with what you have? • Engage in mental simulation • Use metaphor and analogy • Do storytelling • Improvise the answer Go with your gut. Photo: http://www.flickr.com/photos/47292975@N05/4398070128