1. Insights & Foresights Chandradeep (CD) Mitra C PipalMajik

2. Understanding Insight Insight is the most abused term in strategic thinking. Used unwisely it often leads to banal understanding. However, this is critical to the discipline of strategic thinking and is worth spending time to understand. C PipalMajik

3. Marketing that fails to recognize the truth of a consumer’s relationship with a product or category does not connect at a visceral level and consequently does little or nothing to shift consumer perceptions or behaviour. The truth is there to be found, but may not be apparent or visible at first glance. The emperor is naked and no one has noticed it. C PipalMajik

4. The Truth isn’t always easy to find! C PipalMajik

5. Searching for Insights Interrogating an issue till the truth comes out. Seeking truths that are beyond mere facts. Truths that have an emotional component. C PipalMajik

6. “Curiosity has its own reason for existing” Albert Einstein C PipalMajik

7. What is a “Consumer Insight”? An understanding of the cause of a specific consumer belief or behaviour that can be used to develop a more effective connection to that consumer. C PipalMajik

8. “At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being” Bill Bernbach C PipalMajik

9. “In my factory I produce lipsticks. In the drugstore I sell hope” Charles Revlon C PipalMajik

10. Should we know the cosmetic market? Or should we understand the contours of hope & desire? C PipalMajik

11. Partially Hidden Human Truths that Resonate with Consumers C PipalMajik

12. “If you believe that there’s only one answer, you’ll stop looking and thinking as soon as you come up with your first answer”Von Oech C PipalMajik

13. “All there is to thinking is seeing something noticeable which makes you see something you weren’t noticing which makes you see something that isn’t even visible”Norman Maclean C PipalMajik

14. “All truths are easy to understand once they are discovered, the point is to discover them.” Galileo C PipalMajik

15. Searching for Hidden Truths C PipalMajik

16. Truths can come from anywhere… C PipalMajik

17. C PipalMajik

18. The Truth can be Subjective C PipalMajik

19. In most fields of human endeavour, the chances of finding a solution or uncovering the truth are increased as more perspectives are taken into account C PipalMajik

20. The Process of Triangulation C PipalMajik

21. The Client’s Business Perspective The Opinions and Prejudices of the Target Audience Truth The Agency’s Creative Perspective C PipalMajik

22. Insights should be involving As people grow older cynicism replaces curiosity C PipalMajik

23. Insights should have depth Indians place more importance on symbolic protection than real protection C PipalMajik

24. Insights should be true to human nature Solitude is not loneliness, it’s often coveted. Every human being wants to feel they have value. C PipalMajik

25. Insights should be widely shared Tribalism affect even the most well-heeled. (American Express) C PipalMajik

26. Insights should identify with a Moment of Truth The bill is the lowest point in mobile telephone usage. C PipalMajik

27. Insights should be Differentiating A single picture can instantly change a moment. (Polaroid) C PipalMajik

28. Stages of Ad Research EVALUATION Once the ad in some form is ready DEVELOPMENT Before the ad is ready COMMUNICATION IMPACT After the finished ad is ready and has been released in mass media C PipalMajik

29. Some Personal Learnings C PipalMajik

30. Hamara Bajaj Part 1 C PipalMajik

31. Hamara Bajaj Part 1 The Trusted Vehicle of the Aspirations of Middle India C PipalMajik

32. Hamara Bajaj Part 2 C PipalMajik

33. Hamara Bajaj Part 2 Changing India, Unchanging Indianness C PipalMajik

34. SarvaSikshaAbhiyan C PipalMajik

35. SarvaSikshaAbhiyan Children go to school to meet their friends C PipalMajik

36. Jet Airways For every business traveller flying out, A family man flies back home C PipalMajik

37. “Ask an impertinent question, and you are on your way to the pertinent answer”Jacob Brownowski C PipalMajik

39. Men believe that they are primary provider

40. Teens believe that they are immortal

41. Children are good at manipulating parents

43. Teens like hanging out at shopping centres

44. People can get aggressive or violent at their team’s football games

46. "The secret of peering into the future depends on the deepest possible understandingof consumers as people" R Sliver C PipalMajik

47. Insight Vs. Foresight Insight Originated from the words ‘inner sight’ Insights are understandings about human nature or culture that bring observations to life Foresight Originated from ‘before sight’ Foresights are wisdom to see what is virtuous, or what is possible or likely C PipalMajik

48. C PipalMajik How to garner foresight… Possible source of foresight Traditional consumer insight

49. “We are so busy measuring public opinion that we forget we can mould it.We are so busy listening to statistics we forget that we can create them.” Bill Bernbach C PipalMajik

50. “If I had asked the public what they wanted they would have askedfor a faster horse.” Henry Ford C PipalMajik

51. “Our plan is to lead the public rather than ask them what kind of product they want. The public does not know what is possible, but we do.” Akio Morita C PipalMajik

52. “In the new world of broadband, brands compete with life, not with each other” Nigel Bogle C PipalMajik

53. The Evolving Google Goggles Experiment Text search, then voice search, now visual scan search (mirroring human behaviour?) C PipalMajik

54. Foresights drive the world! C PipalMajik

55. Thank You C PipalMajik