Build a Better Agency Podcast
EP 436: Getting insightful about agency insights for better brainstorming with Chris Kocek
Feb 12, 2024
Chris Kocek, agency insights expert and brainstorming facilitator, shares techniques for generating insights and inspiring action during brainstorming sessions. The podcast covers the definition and different types of agency insights, as well as their role in creating impactful campaigns. Kocek also discusses selling insights in the agency business and the significance of storytelling techniques. The chapter 'Brainstorming Insights and Creating Brain Food for Team Meetings' highlights the importance of allowing our brains to work their magic and providing brain food for team members.
42:30
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Quick takeaways
- Insights can be categorized into three types: category insights, brand insights, and campaign insights, each requiring a different approach but sharing the common goal of inspiring action and generating impact.
- Insights should inspire action by challenging the status quo and reframing problems, going beyond obvious truths to unveil deeper meanings and connections, driving creativity, innovation, and success in the agency landscape.
Deep dives
Insight building: A collaborative and iterative process
Insight building is a creative and collaborative process that involves connecting the dots through methods like asking 'why' to explore deeper explanations, creating conflict by identifying polarities and emotional responses, and interrogating language to uncover hidden meanings in words used by consumers. It is important to carefully sell insights, setting them up with data points or research, leading up to a reveal that inspires action. A storytelling approach can be used to engage and captivate the audience, providing a buildup to the insight. Developing insights takes time and effort, but they serve as powerful tools to differentiate agencies and bring new perspectives to client work.
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