OPINION
Doctor Donald?
It is more than a little worrying that the education of the leader of the free world is so poor that he...
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 12: Behavioural Economics
Behavioural Economics
I have left it too long to write about this new, fashionable school of psychology. I believe its fascination is based upon...
Psychology On A Page 2: Jung
Jung was the most spiritual of the great psychologists. For him, the unconscious was like a deep, vast sea upon which we are all...
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...