Insights: 10 principles by Johannes Hartmann

“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.

About indre

As Marketing & Evangelization Manager, Indre was one of the thinking heads of eYeka, and allowed us to be on the forefront of co-creation and Innovation topics. Indre studied sociology and communication, is a keen jazz musician, and now works in qualitative market research in Paris.
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