5809628
Description
Flashcards by Alex Dalton, updated more than 1 year ago
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Created by Alex Dalton
about 8 years ago
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| Question | Answer |
| Finding Insights | Phase One Once you've asked your team and your customers what they know about your challenge, it's time to make sense of the information. Consider all your facts as a team and group them into subject areas |
| Finding insights | Phase Two Now you're hunting out the most precious areas within your facts: Themes - what keeps coming up? Surprises - what didn't you expect? New territory - what feels fresh and unexplored? |
| Finding Insights | Phase Three Finally, it's time to more actively explore the facts that intrigue you. Ask: Why? What's going on beneath the surface? From this point you'll find insights will emerge - insights are thoughts or observations that you believe will have real resonance for many people - they give you an 'aha!' moment! |
| Finding Insights | Phase Three When working with a youth radio station we were hoping to find some insights around content that audiences might enjoy over the Christmas period. We asked a group of friends in our target audience how they felt about Christmas. The boys suddenly and surprisingly dropped their achingly cool personas and began chatting enthusiastically about visiting grandparents and watching fun movies like 'Home Alone'. On returning to consider these facts the group asked 'why'? What was going on beneath the surface of this odd seasonal transformation from diffident trendsetters to open advocates of seasonal schmaltz. After some discussion around the behaviour and conversation that surrounded this revelation, the group landed on a brilliant and fruitful insight which led to a successful Christmas campaign on the network: "Christmas offers our young, hip audience 'time off' from being cool." |
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