Banned insights

Avocado toast
Avocado toast

Coming up with the right insights is not easy. It is the end of a rigorous process of truly understanding your audience and/or customer, distilling concrete needs and abstracting it into remarkable truths – insights. Models and tools like a (Simple) Empathy Map can help with that. Too often, insights are generic platitudes that could be used for any brand in any situation and do not progress the brand or customer in that given situation.

So, it was quite fun to stumble upon these banned insights recently (RGA’s Corey Kindberg was kind enough to share):

Any use of these insights means we can make fun of you

  • The world is more divided than ever
  • Choice paralysis
  • Technology is accelerating
  • We’re busier than ever
  • We’re never more connected than ever but we’ve never felt more alone
  • We’re connecting with our heads down
  • Millennials value experiences over things
  • Gen-Z is the most progressive generation of our time
  • Blah blah blah echo chambers
  • Institutional trust is at an all time low
  • Millennials have had it harder than any generation before them
  • It’s harder than ever to be a teenager
  • Anything avocado toast
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