Insights

which make a difference, not just make sense
ravid kuperberg
9.10.14
@
2014 All rights reserved to Mindscapes
finding the logic

behind the magic of
insightful creative ideas
analyzing award winning ideas
identifying similar thinking patterns
understanding the mechanism
presenting structured tools for future thinking
http://www.youtube.com/watch?v=uA7-31Cxc2I
http://www.youtube.com/watch?v=MixNh9L7G5M
https://www.youtube.com/watch?v=qIVDxL2lgN4
http://www.youtube.com/watch?v=0ruHOaHrGnQ
http://www.youtube.com/watch?v=57e4t-fhXDs
what is an insight?
lets start with what it is not:
an insight is not a single revelation
an insight is a chain of events
volcanic eruption
insight = OUA
Observation
a truth about how things are
the truth can come from research or own experience

regarding peoples beliefs, values, attitudes or behavior
what they think, feel, or do in connection to a product/service,

a brand, a category or in life where it is relevant
Understanding
a new realization or meaning within the brand context
stimulated by the observation
understanding something which we did not understand before

seeing something in a whole new light
understanding something has a new role in peoples lives
untaking something for granted
Articulation
of a new perspective about the brand
based on the understanding stimulated by the observation
a new story to tell
what was the OUA chain leading to the Snickers message?
the Snickers case
1. new observation / truth
have you noticed that when you get really hungry

you become restless and angry?
the Snickers case
2. new understanding / meaning

within the brand context
hunger has (and therefore Snickers has) psychological and
emotional consequences that effect the way we behave
the Snickers case
3. articulation of a new perspective

about the brand
by helping you overcome hunger, Snickers helps you stay you
financial crowdfunding has become a valuable marketing tool
crowdfunding: what is it about?
building a community
from the Kickstarter website

making something together
People love backing projects.

Everyone loves being a part of creating something new.
Millions of people have jumped in to support creators on
Kickstarter. Theyve gotten some great rewards, and a unique
look into the creators process in return. Its about more than
money. Its people making something together.
from the Kickstarter website
making a difference
from the Indiegogo website
crowdfunding: what is it about?
= investing in something you believe in and making it happen
= emotional crowdfunding
emotional crowdfunding can be very impactful for all brands

of all sizes
emotional crowdfunding:
emotionally connected emotionally involved emotionally invested
mutual effort to help this succeed physically involved partnership
OUA & attracting emotional investment
identify an observation based on a meaningful truth:

truth
where do people express frustration, discomfort, tension, incompetence, etc.?
pursue an new understanding and then articulate a new perspective about the brand:
which helps solve, helps overcome or even simply gives a stage to an issue which is
meaningful yet invisible, thereby generating emotional investment
the P&G case
1. new observation / truth
have you noticed that behind every great athlete there are parents
which have worked just as hard as him so that he/she would succeed?
the P&G case
2. new understanding / meaning

within the brand context
in contrast to the athletes investment, the huge investment by their moms
(which are our TA) is usually unnoticed or less appreciated.
they dont get the credit they deserve.
the P&G case
3. articulation of a new perspective

about the brand
as a brand which understands moms and their needs thereby helping
them become heroes in everyday life, we should also help them get
recognized for it.
presenting a structured tool for future thinking
http://www.youtube.com/watch?v=XpaOjMXyJGk
http://www.youtube.com/watch?v=mbdsHnVedS4
Creative effectiveness GP
http://www.youtube.com/watch?v=tqLoXq1_lUo
pattern of thinking?
Search for a Conflict
search for conflicts
when people experience conflicts, they experience tension, frustration, discomfort,

guilt, inner drama
drama, so they search for something or someone that might help them
therefore, identifying conflicts can lead to the creation of a brand idea which is
relevant and meaningful to people and their lives
inspires an idea which ignites emotional investment
desire to feel beautiful

vs.
strong self criticism
obligation to visit the family

vs.
freedom to do what I want/like
he creates the mess

vs.
I clean the mess
there are two kinds of conflicts
internal
conflicts
external
conflicts
internal
conflicts
two or more aspects in the inner world

of a person oppose each other
external
conflicts
aspects in the world of a person

and aspects in the world of others
oppose each other
territories of conflict
Beliefs / Views /
Values
Behavior
Needs
Wants/ Desires
Emotions
internal conflict
My Beliefs / Views /
Values
Behavior
Needs
My Wants/ Desires
Emotions
external conflict
My Beliefs / Views /
Values
Someone Else's
Behavior
Needs
Wants/ Desires
Emotions
search for conflicts which are connected

to the brand content world
bring to mind the brand idea, its purpose,
Beliefs / Views /
Values
the values it represents;

represents
think about why, where, when and how
Behavior
Wants/ Desires
it is used, or could be used;

consider whos using it and whos not using
it but could;
Needs
Emotions
are there any conflicts there resulting in

frustrations,
frustrations, discomfort, tensions, etc.?

Beliefs / Views /
Values
Behavior
Needs
connected life
Wants/ Desires
Emotions

Beliefs / Views /
Values
connected life
consideration phase
Behavior
Needs
Wants/ Desires
Emotions
internal conflict:
desire to get something new
vs.
attachment to something old
http://www.youtube.com/watch?v=I07xDdFMdgw

Beliefs / Views /
Values
connected life
consideration phase
Behavior
Wants/ Desires
selection phase
Needs
Emotions
consumption phase
many meaningful conflicts are ignited by the world

we live in: traditions, rules, social norms & conventions
http://www.youtube.com/watch?v=A5kTiP4wDQU
eating the way I want

vs.
respecting tradition
http://www.yout
ube.com/watch?
v=27kGHoreQow
http://www.youtube.com/watch?v=bBfM2cMKsSg
http://www.youtube.com/w
atch?v=SUzvT9rHf2M
pattern of thinking?
Fight for a Cause
definition of a cause
any idea or goal with a common objective

which leads people to action
in order to change or to obtain it
idea
create a cause which embodies the brand idea/message and was not there before,
relevant to the TAs lives,
then launch a campaign in which the brand presents the cause and brings it to life
supplying initial platforms for people to engage with the cause, act upon it
and even make it their own
brand
cause
TV
social
media
cause
blogs
mobile
awareness
brand
cause
emotional
investment
sympathy
OUA
Observation: Millennials technological world is programmed to
eliminate physical contact
Understanding: the thing youths desire the most is the thing which
is hardest for them to obtain
Articulation: Doritos as a brand which represents togetherness is
bringing slow dancing back into playlists so that physical contact can
be obtained without difficulty
OUA
Observation: the most beautiful things about a person are said to
him when. he has passed away
Understanding: they are spoken when its too late, when they
cannot be heard and appreciated
Articulation: Dela as a funeral insurance brand which believes in
being there for each other when we are alive, is encouraging
people to show affection and appreciation to someone they love
today, before its too late
OUA
Observation: Romanians national self esteem is not as high as it
used to be, however their patriotism rises whenever their national
identity is snubbed
Understanding: Google predictions reflect a negative outlook on
Romanians, which does not represent the truth
Articulation: ROM which acts as a beacon of patriotism in Romania,
is changing the perceptions of Romanians on Google (and around
the world)
Fight for a Cause Cause Related Marketing
can be humoristic
can be controversial
can be fictional
cannot be a problem everyone is talking about
represents the brand idea/message
thats why you can (actually must)
a great tool for revealing impactful insights

thinking about a cause provides a mental lens which helps us identify specific observations
about consumers, their needs, their difficulties and the brands role in life
where do they feel tension, frustration, discomfort, inner drama, not only in regard to conflicts?
a new meaningful, engaging perspective about the brand
http://www.youtube.com/watch?v=TgEuXy47ttc
http://www.youtube.c
om/watch?v=vrO3TfJc
9Qw
thank you.
for more info about our training programs, thinking tools,
lectures, and creative marketing communications consultancy
please contact us at
info@themindscapes.com
or visit us at
www.themindscapes.com

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which make a difference, not just make sense

2014 All rights reserved to Mindscapes

finding the logic

2014 All rights reserved to Mindscapes

analyzing award winning ideas

2014 All rights reserved to Mindscapes

identifying similar thinking patterns

2014 All rights reserved to Mindscapes

understanding the mechanism

2014 All rights reserved to Mindscapes

presenting structured tools for future thinking

2014 All rights reserved to Mindscapes

2014 All rights reserved to Mindscapes

2014 All rights reserved to Mindscapes

2014 All rights reserved to Mindscapes

lets start with what it is not:

an insight is not a single revelation

2014 All rights reserved to Mindscapes

an insight is a chain of events

2014 All rights reserved to Mindscapes

2014 All rights reserved to Mindscapes

2014 All rights reserved to Mindscapes

the truth can come from research or own experience

what they think, feel, or do in connection to a product/service,

2014 All rights reserved to Mindscapes

stimulated by the observation

understanding something which we did not understand before

based on the understanding stimulated by the observation

a new story to tell

2014 All rights reserved to Mindscapes

what was the OUA chain leading to the Snickers message?

2014 All rights reserved to Mindscapes

the Snickers case

1. new observation / truth

have you noticed that when you get really hungry

2014 All rights reserved to Mindscapes

the Snickers case

2. new understanding / meaning

2014 All rights reserved to Mindscapes

the Snickers case

3. articulation of a new perspective

2014 All rights reserved to Mindscapes

2014 All rights reserved to Mindscapes

2014 All rights reserved to Mindscapes

financial crowdfunding has become a valuable marketing tool

2014 All rights reserved to Mindscapes

crowdfunding: what is it about?

2014 All rights reserved to Mindscapes

from the Kickstarter website

making something together

People love backing projects.

2014 All rights reserved to Mindscapes

from the Indiegogo website

2014 All rights reserved to Mindscapes

crowdfunding: what is it about?

= investing in something you believe in and making it happen

2014 All rights reserved to Mindscapes

emotional crowdfunding can be very impactful for all brands

2014 All rights reserved to Mindscapes