What is an INSIGHT?

An insight is a revelation. It is hidden in plain sight and once you hear it you will have a visceral response of huh or a-ha!?

In advertising, they help catch attention and get our audience to look at a problem in a new way.?

Billie

For example, an insight for female razor brand Billie, was that razor brands help us remove body hair but they pretend it doesn't exist in commercials.?

Extra Gum

Insights in advertising help us do one of two things when it comes to consumer problems, they help us reframe the problem or they provide us with a surprising solution.?

For Extra Gum, the brand realized people were worried about being socially awkward post lockdown.?

They reframed the problem by revealing the insight that not to worry about our social awkwardness because the whole world will also be socially awkward post lockdown.?

Cheetos Popcorn

For Cheetos Popcorn, the problem for people was that we're being pressured to optimize each minute of the day, even the downtime of snack time. They revealed a surprising new solution of Cheetos Dust being your perfect alibi for doing nothing.?

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