“Once established in a company, insights can mean a strategic change of a business », says Johannes Hartmann. Last Monday eYeka followed a webinar “Insight generation – understanding insight driven innovation” organized by ESOMAR market research promotion organisation. The speaker, Johannes Hartmann, Vice-President of Corporate Marketing for Estée Lauder companies in Asia Pacific said that companies should be able to distinguish insights from information.
How to do it? Check these 10 principles to recognize insights.
1. Insight is a verb
Insight is not just a noun. It is something that you have to do in the continuous process. It also requires a time and big changes in a company.
2. Insight is something that happens in you
Insight means that something new is created in your brain. It gives you a very positive feeling. Insight is a very surprising moment of something that you haven’t recognized before.
3. Insight is not just about observation
Insight connects you with people and makes you feel doing something meaningful. It’s much more fundamental than just an observation. Insight gives you a pleasure and emotional gratification.
4. Insights are not about numbers
How can you measure peoples’ smiles? Sometimes these things that really make sense cannot be measured.
5. Insights generation needs to be inclusive
Insight itself is not enough. It requires a process that involves people of a company. The more people you bring in this process, the more effective the outcome is. Insight is not a separate entity, but a part of a business process.
6. Insights requires process methodology
It’s not just a methodology, but a methodology that is linked to a process. To develop insights, you need to bring people together.
7. Insights come from consumers, not from products
Rather than focusing on your product, you should think about consumer needs. Think from a consumer perspective rather than from category perspective!
8. Insights gathering needs to connect first and to persuade later
Listen first! In a search for insights, try first to relate to people from the emotional side, before you try to sell them anything.
9. Insights requires a holistic approach
Ask yourself: What is our business problem? What are the restrictions? What is the competitive landscape? What is the context? Try to involve many people in insight research and make them think more in consumer terms, rather than in methodological terms.
10. Insight is built on trust
You are dealing with human beings who need protection. So try to establish and to maintain the trust.