Insights. Ideas. They can still be effective on their own. But together, they can be powerful.
To put it as simply as Jack Morton does, an insight can be the first step on the way to an idea. And an idea is what you do with an insight. However, ideas can exist, good or bad, on their own without any insight. Creative Director Sarah Hiraki further defines this discussion by saying, “An insight is a true, surprising statement that serves as a window into the mindset of your audience.” In other words, "the idea" is what can solidify and even amplify that link between the insight and the audience. A single consumer insight involving a targeted persona can produce hundreds of ideas that garner mass appeal.
A great example of a good idea stemming from a data-driven insight comes from Subaru. More than a decade ago, the automobile manufacturer was looking to redefine the Subaru brand. Rather than highlighting actual auto features like all wheel drive or emphasizing their reputation in reliability and safety ratings, Subaru wanted to discover and showcase what makes them truly unique. In short, they wanted to connect with their consumers on a deeper level.
It was simple, they let insight drive their idea, pun intended.
Insight : Subaru research showed that 67 percent of car owners had a pet and half of them had a dog.
Idea : Spotlight dogs in more advertising campaigns.
For over a decade, Subaru has put dogs front and center in their commercials. A number of campaigns, like “Dog tested. Dog Approved”, “Subaru Loves Pets, Pets Love Us” and “Make A Dogs Day” have been incredibly successful. So much so that dog ownership among Subaru drivers actually grew by 49 percent between 2008 and 2013.
In making sure their bark wasn’t bigger than their bite, they have even taken their marketing strategy a step further by partnering with the ASPCA and Center for Pet Safety to sponsor several studies to ensure that pet travel seats, crates/carriers, and harnesses are living up to their claims of being crash-tested or offering crash protection. The insight has even inspired Subaru makers to design with dogs in mind, with wider doors and durable upholstery material.
When it comes to brainstorming new ideas, your approach should be data-based and human-centered. In short, your brainstorms need to be insights-led. Research is an important factor in our process. Before we ideate, collaborate, 4Ds, and visualize, we need to be aligned in our understanding of the key insights in order to collaborate effectively together. So find that key insight first. It can potentially unlock a limitless bank of impactful ideas for your team.
*The dog idea came from creative agency Carmichael Lynch.