Word of the Day: Insight
We begin our “Word of the Day” section with the word “insight“.
After four years of studying advertising, we assure that we’ve read, heard and mentioned “insight” many times. To describe it, first of all, we’ve looked for it on New Oxford American Dictionary.
Furthermore, we’d like to mention a teacher who taught us not only this word, but so many others related to Strategic Planning, Jordi Torrents.
An insight is a simple, real, outstanding and inspirational experience, which has been provoked by its environment and by the way it adapts to it. Creativity is needed to create and express well an insight, so that we can achieve a synthesis idea. This synthesis idea must connect completely with the experience observed. The insights are not based on opinions, but on observations, so we get to them by using ethnography. On several occasions insights may define a brand strategy.
And why must a cool hunter know this word? Because he does research and observe, that is working on ethnography. As we have seen, it’s because of ethnography that it’s possible to conceptualize many insights for brands.