OPINION
Shooting Ourselves in the Foot.
Why are we Shooting Ourselves in the Foot?
You may not know it, but 9 out of 10 poorest regions in the Northern EU are...
Psychology of Brexit 5: Projection
In crisis lies opportunity. And so too with Brexit. This series of events gives me a chance to explain one of the most fundamental...
Psychology of Brexit: 4
The Ego and Mechanisms of Defence
Have you noticed that in spite of a 20% devaluation since June, repeated warnings about a slow down &...
PSYCHOLOGY ON A PAGE
Psychology on a Page 1: Freud
Each of the layers of Freud’s three-part system is derived from different sources.
The Id is the container of biological and species history – embodied...
Psychology on a Page 3: TA
Transactional Analysis (TA):
Throughout my early career I became something of a specialist in advertising development research: the kind of project where you take a...
ABOUT
Insight is the holy grail for many working in planning, marketing, forecasting – or just trying to make sense of life. This website brings you the best of my learning from 50 years seeking insight for both commercial and public organisations. It is free to use in the hope that it will inform and inspire fellow insight–seekers.
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PHENOMENOLOGICAL METHOD
TOP TIPS
Technique Tip 10: Expressing Unmet Needs
I am amazed that we did this work 20 years ago. And in spite of thousands of pages since then in the marketing press...
Testing Creative Work 2: Reverse Design
Given our growing knowledge of the role and influence of unconscious processes in reactions to advertising and the poverty of our technique for exploring...
MAD MYTHS
Populism’s hidden menace
What are the people in this clip actually celebrating?
We now know that it wasn't the beginnings of...
Mad Myth 1 : how many of them actually said that?
Where shall I start? This is one of the most common misunderstandings of qualitative procedures. It tells...
Mad Myths 3: Brand Laddering
The cartoon here from Tom Fishburne would be simply funny if it did not remind me of...