Behind most memorable campaigns sits an insight: a simple truth about people that the audience recognises instantly. Insights give creative work its relevance. Without one, an advert may look good but fail to connect. The good news is that finding insights is a skill that can be learned and practised.
What an insight is, and is not
An insight is not a fact or a statistic. “People are busy” is an observation, and a rather obvious one. An insight goes further, revealing a tension, motivation or behaviour that is not often said out loud. For example, “People feel guilty buying ready meals, even when they have genuinely run out of time” points to an emotion a brand could address.
Where to look
Insights often hide in everyday behaviour. Useful places to look include:
- Conversations with customers, especially about frustrations and workarounds
- Reviews and comments written in people’s own words
- Your frontline staff, who hear the same questions every day
- Cultural trends and conversations your audience is part of
- Your own experience as a customer in the same category
Test the insight
A strong insight tends to pass a few simple tests. It is true for a meaningful part of your audience. It feels slightly uncomfortable or surprising when said aloud. It prompts a nod of recognition. And it is relevant to something your brand can genuinely offer. If an insight has nothing to do with your product or service, it will be hard to build a credible campaign on it.
Turning insight into an idea
Once you have an insight, write it down in a single, plain sentence. Then ask how your brand can resolve the tension it describes. This is where the creative leap happens. Encourage lots of possible responses before choosing one. The insight gives the team a shared starting point, so ideas stay focused even as they become more imaginative.
Keep it in the brief
Put the insight at the heart of the creative brief. It helps writers, designers and directors understand why the work matters and who it is really for.
Insight turns creative work from decoration into communication. If you would like help uncovering the truths that could shape your next campaign, the Northpeak team is happy to talk.
