1. Notes to myself #2
Consumer & Insight

2. Don’t be assertive if you don’t
have a serious information/smart
insight about consumer.

3. Planners feel themselves forced to fill the
brief spending thousands of words to
describe the consumer and suggest a
consumer insight. Mostly, these efforts say
nothing new to the creatives that they
haven’t heard.

4. Not an insight if it is…
…not an information
“Moms care their childs”
…a generic information
“Moms doublecare the things that contact food”
…an info but not a trigger for a creative idea
“90% of moms use competitors to clean the things
that contact food”

5. Some bad but very usual
examples:

6. «Family is important for her: 89%»
Says TGI. Oh really??? Even you have research
datas, it’s too lame to mention such generic
informations.

7. «Jane: 36, white collar, well educated,
likes to eat out with friends, shops at
M&S, watches….»
Do you think that all creatives are hipsters or came
from Jupiter? You share the same environment and
they are aware of the things, too. Don’t be funny when
making personification.

8. A plausible example:

9. «Onion peel becomes a color if only you are a
woman»
This phrase may be taken as a good insight if you want to
make a communication to the women. Means, women
have their own lexique where men can not enter.

10. Don’t forget;
Consumer insight is your latest step to the
communication proposal. If you don’t have one,
you don’t have one. Don’t push it with bullshit!