Fact -> Observation -> Insight!

When I visited Rokkan on Wednesday I learned so many things about my specialty within advertising (while enjoying a great view of the city). Some of the amazing UO alumni that currently work at Rokkan talked to our group of student strategists and showed us their process for finding insights for a campaign creative brief. There are so many ways to find an insight, but I found this particular way very simple and straightforward. To find an insight you need to look at four areas surrounding the client/product you are working with. You need to look at culture, category, consumer, and company. Starting with culture, you are looking for a macro-level force that shapes people’s lives. The next area you research is the category, you must know the other key players that shape this category. The consumer is a very important area of research that helps you find your insights - you need to create a human profile and know what the persona looks like and what attitudes and beliefs this consumer has. One of the last areas you need to look at is company, you must know what your client/brand is doing to make itself stick out compared to everyone else around them. Once you look at these four areas you will be able to see if anything sticks out and makes the client more relevant in the world and then form an insight for the campaign. It was so helpful to hear what real agencies do to form their briefs and I think I will try and use these steps to find insights in the future!

Casey Kromer
May 11, 2018