First Weekend of Class - Identifying Insights

      Over the first weekend of the course we discussed identifying insights. We reviewed some techniques to listen to consumers both in person and online. Professor Machin helped us identify what an insight really was and how to define one.

     In one of our exercises to identify insights we used an article on the Smithsonian. We worked as a team to determine what insight the Smithsonian was using to lead their marketing strategy. The insight was
something so obvious that no one had put together yet.

     Another exercise conducted was listening to the groundswell. In this exercise we were assigned as a team, an item from Professor Machin’s bag. Ours happened to me some Clinique
face lotion. We then had to use online resources such as, Twitter, Facebook, Websites, etc… to determine what people feel about the product and identify an insight that could be used to market the product. Our insight was that people wanted free samples to use beauty products in there home because they have allergies and sensitive skin. ** See my next blog on a current example of this using CACI.

     The next exercise was using metaphors to uncover underlying reasons why someone does something. We were handed a bunch of different candies as team. We then needed to identify which candy fit the best costume picture to us. After, we discussed why we chose to pair the particular candy to the picture to identify how were related to the product and what we internally thought about the product.

     We went over techniques to open ended questions that would pull these underlying feelings from individuals about particular experiences and/or products such as: How do you feel about…? and Give me and example…?.

     We discussed protective techniques of questioning that are indirect and encourage people to say their underlying motivations or feelings regarding the item of interest.

     We also looked through a variety of logos. While looking at them we discussed how relevant they were, how we as consumers identified with the brand, and what the company was actually trying to accomplish with their brand.

My favorite picture

     Finally, we went over the Microsoft Office Case. We discussed the insights derived from the research, deep metaphors, shortfalls of the research, and some possible validation techniques to these insights.

     Overall, it was a great weekend. I loved the hands on exercises since we were able to cover so much information while actually using the techniques. I learned how easy it is to listen to the groundswell and how important it is at the same time. It is important to understand why people do the things they do and that usually requires a variety of ways to gather that information. People don’t really know what they want or why they want it and these techniques and help uncover some of those issues so that you understand your market and your product.

Also, I’m using a blog and twitter for the first time and still trying to get the hang of it :) @jemachin