Advertising Insights: Getting to the Heart of What Really Matters

So far we've delved into how to start your career in Strategy and a few fundamental theories you need to understand. But let's dive into advertising specifically.

In advertising, we hear the word "insight" tossed around like confetti. But let's cut through the noise — what does an insight mean, and why does it matter to your brand? Let’s break it down, get practical, and see how genuine insights can be the difference between blending in and standing out.

What Is an Insight, Really?

An insight is not just a nugget of data or a cool factoid you found in a report. It’s a deep, sometimes uncomfortable truth that reveals why people do what they do. It’s the key that unlocks the door to understanding what makes your audience tick. A true insight digs into the emotions, motivations, and unmet needs that drive behaviour.

Take this for example: Knowing that people are switching to electric cars is just data. Realizing they’re doing it not just for the environment but to feel part of a forward-thinking community — that’s an insight. It’s this understanding that allows you to craft a message that resonates on a deeper level.

Why Do Insights Matter?

Insights are the foundation of a strong strategy. They allow you to cut through the clutter and speak directly to what matters most to your audience. A good insight isn’t just interesting—it’s actionable. It informs your strategy, shapes your creative, and ensures that your brand is connecting with people in a way that feels authentic and relevant.

At McCann Worldgroup we called it "Truth Hunting". Unearthing fundamental truths about the world around us – the human condition, cultural trends and business trends – that ultimately help us crystallize the authentic, meaningful role each brand can earn in people’s lives.

With the right insight, you can:

- Create messaging that resonates: Speak to the underlying emotions and needs of your audience.

- Stand out from the competition: Differentiate your brand by addressing a unique consumer pain point or desire.

- Adapt to change: Understand the trends and motivations that are driving behavior, so you can stay ahead of the curve.

What an Insight Isn’t

Let’s clear up a common misconception—an insight is not just data or an observation. Saying “People are spending more time online” isn’t an insight; it’s a fact. An insight would be understanding that people are spending more time online because they’re seeking connection in an increasingly isolated world. That’s where the real power lies—it’s in the “why,” not the “what.”

?Developing Market Insights

So how do you get to that “why”? Here’s a no-nonsense approach:

·????? Start with Data: Collect data from every corner—market research, customer feedback, social media, and sales numbers. This is your raw material.

·????? Dig Deeper: Analyse the data to find patterns, anomalies, and correlations. Don’t just take things at face value—ask yourself why these patterns exist.

·????? Form Hypotheses: Based on your analysis, come up with possible explanations for the behaviours you’re seeing. What’s driving these actions?

·????? Validate: Test your hypotheses with more data or qualitative research like interviews or focus groups. Make sure your insight holds water.

·????? Apply It: Use your insight to shape your strategy. It should inform your creative direction, messaging, and overall approach.

?Customer Insights vs. Company Insights

Let’s break it down further. There are two types of insights that matter most in advertising —Customer insights and Company insights.

- Customer Insights: These are the golden nuggets that reveal why your customers behave the way they do. They go beyond surface-level observations to uncover the deeper motivations and needs. For example, a customer insight might show that people aren’t just buying organic products for health reasons but because they align with their values. This kind of insight can guide you in creating messaging that speaks directly to those values, making your brand more relevant and compelling.

- Company Insights: These are the internal truths that can shape how you operate and present yourself to the world. It might be an understanding of how your employees perceive the brand or a realisation of a gap in your market offering. For instance, if employees feel disconnected from the brand’s mission, that’s a company insight that could lead to cultural initiatives to realign and strengthen your internal brand.

In Summary

Insights are more than just interesting bits of information — they’re the engine that drives impactful advertising. A real insight bridges the gap between data and strategy, guiding you to create work that resonates and delivers results. It’s about digging deeper, asking the right questions, and applying what you learn in a way that moves the needle.

Whether it’s understanding a customer’s hidden motivations or uncovering an internal challenge, insights are your secret weapon. Get them right, and you’re not just in the game — you’re leading it.

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