The Truth and Power of Insight

William Bernbach said, "The most powerful part of advertising is the truth." Although improvements in traditional quantitative and qualitative marketing research techniques have enhanced the ability to collect timely, valid and reliable research, the conclusions yield "conventional" and "afflicting" results. Therefore, with the many truths in the advertising biz, one that I am sure is at the top of Bernbach's list is that the most powerful tool to influence, change, awareness and equity of a brand is insight. Being a student, and a newcomer to the "wondrous world of advertising" I have begun to hold the following truths self-evident:

1. A strong message in marketing comes from a deep understanding of a
consumer's attitude, beliefs and values - not from two hundred surveys.

2. If I am thinking like everyone else, than I am not thinking.
Constantly questioning my surroundings, questioning the actions
of others and myself will result in the insights that "blend into our
day-to-day consciousness."

3. For an audience to actually process and understand a message,
and contemplate purchase, it must capture rational and emotional
meanings which commingle at multiple levels of thought - the message
should not just open one door; it should open the back, front, garage door and every window in the house!

"Geared to Grow," "Insights that Incite" and "Insights from the Consumer's Natural Habitat," are articles that all reinforce that it is very difficult in our world today to capture consumer's attention, trust and furthermore actually influence their decision-making process in world of multi-mediums of mass communication. Jeff Swystun, Cheif Communications Officer for DDB Worldwide says that as an effective communicator you must look at things from new angles and have healthy doses of curiosity, objectivity, observation, open-mindedness and deductive and creative reasoning. To me it sounds like a colossal of qualities to acquire, yet I think his true advice was no matter what: your insights should cause consumers to re-examine standards and conventions, and ultimately change the way people think and act.

A perfect example of the truth and power of a good insight comes from a Japanese bicycling company called Shimano. The company appeared to be experts at the conventional forms of market research. To no one's surprise that research brought conventional results: everyone who rides bicycles are fitness- fanatic, "Lace Armstrong Cycle-Gurus." An easy market to target yes, but someone at that company was actually curious: What about the rest of 160 million Americans not riding a bicycle - why aren't they? Fiona Harvey said that "Consumer needs are identified when and idea/insight actually meets them."

Those at Shimano made the most effective and successful insight: a simple one. It was not that Americans did not like bicycling, but more so, all the messages about cycling technology, gears and performance options being thrown in their face that turned them away. Simple insights bring about simple solutions. In order to tap into a new market of cyclers, make it about the memories and experiences associated with a bicycle - not its' features. With the company's new insight, came a new concept - the bicycle built for fun, and not surprisingly they sold like hot cakes.

After reading a few articles and conducting minor research it is the same across the board: Insights are powerful. They are an advertisers ally in creating connections, uniqueness, loyalty and equity between a brand and the consumer. It seems like without insight, all you have is a bunch of statistics, and even worse a lost message!