• The Issue and Motivation
    Most insight statements that we write contain a core issue e.g. “I always worry that my breath will smell”. But to go deeper, look to capture the consumer’s motivation and aspirations that are linked to the issue e.g. “I’d love to get closer to my new partner and to feel more confident when kissing”.  Sometimes, if the issue is too negative, it might make sense just to focus on the positive motivation.
  • The Issue and Situation
    Ensure that your insight statement captures the specific “situation” or “specific moment” linked to the key issue or motivation (see above).  This provides a deeper context of the consumers feelings and attitudes.  For example, “I always worry that my breath will smell” gains greater context if we add, “when I am dancing closely with someone I really like.”    
  • Add the Deeper WHY
    As you write the insight, challenge your statement and ask “why”?  For example, why is a consumer “worried that that their breath smells”?  Do the other elements of the statement contain the “deeper why” that is behind their feelings and attitude. Maybe the answer is contained in the situation or their motivation (see above), or there might be another reason e.g. “because I can’t smell it myself”.     
  • Be Short and Focused
    Even though you should look to include the elements listed above, you should also look to be focused and ensure that the reader quickly understands the essence of the insight.  Avoid insights with “multiple issues or motivations”.  Use language of your target consumer and keep the statement to around 180-200 characters….any less, you might lose depth; anymore, you might be confusing.
  • Get Feedback and Keep Refining
    Take time to refine and re-write insights, with input and feedback from your colleagues.  Keep asking “why” and look to combine insights from a variety of different sources. On some projects, we often refine insights directly with creative-thinking consumers, to ensure that we are using the right type of language.  And be creative, adding words that the consumer thinks but doesn't say.
  • Road Test Your Early Insights
    Finally, look to “road test” the early insights that you have written.  Sit back and ask “so what, will this insight really inspire thinking for new ideas to grow our business?”. Ask the same question with colleagues or with creative-thinking consumers. If you get a blank response to the question, your insight might be a good observation, but it’s probably not a GREAT insight.

Share with:


In addition to top tips listed above, it is important to merge and refine insights from range of different sources. Don't just rely on the voices and words of a few consumers from one or two focus groups. You may also want to consider running "Insight Brainstorming" sessions with Creative-Thinking Consumers - so long as everyone knows you are looking for insights and not ideas.  Please get in touch if you want to know more about some of the different techniques that we use or our Insights virtualHOTHOUSE® process.


Ideas First® are a specialist creativity and product innovation agency. We are passionate about helping our clients develop innovative new ideas and concepts that are truly creative, stand out from the crowd, and that drive business growth.





Want to Generate Winning Ideas to Grow your Business?

Contact us and we will explain our approach and the different tools that we use.