Planning: How should insights be used?

A few relevant insights are better than many.
They are like salt in food - too much is bitterness and absence is blandness.
Define the target group well, both in hard numbers as well as softer aspects such as where and how they live. What do they think? How do they behave? Consumer immersion by observing them and living with them can be very useful. The key here is to not get too close to consumers to get sucked in, nor stay so distant that you do not understand them.

Then there are two choices. One, develop a bank of insights around a product, user or usage and leave the creatives to choose from them. A single insight may not always result in a good creative. So, the creatives should have the freedom to choose an insight to make a creative leap.
Two, combine the most relevant insight with the differentiated product attribute to give a focused brand proposition - from which the creatives can easily make a creative leap.

However, all these are not formulas for sure-fire success. Sometimes, a creative idea may not emanate directly from an insight, but a good lateral connection that will resonate well with the consumer. If this creative is based on a differentiated brand proposition, it will work.
For better use of consumer knowledge, we must get away from reams of numbers, trite verbatim and superficial observations. A search for deeper consumer truths with wider interpretations and relevance to life is needed. Current mindsets and research methodologies need to change to do this well.

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