Often the value of an consumer insight is described by the amount of "WOW" it creates. In advertising-reality this is only one side of the coin though. It’s a thin line between empathic understanding (as Dove’s Real Beauty Campaign used to demonstrate) and ideas that are so true that they won’t deliver. Because insights are not positively by nature. They can be shocking, demasking or evoke dissonance, that’s something every planner in any strategy department will experience at some point.
Cheers, John Follow @TheYoungPlanner
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ReplyDeleteI don't get the point here, something is true or not?
ReplyDeleteAnd I'm not convinced that it's such a deep insight to know that people entertain themselves with smartphones while sitting on the toilet...
(a "be" is missing in the subheading btw.)