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...
Blame the Other Guy!
In a prescient book in 2011, 'Europe, the Grand Illusion', Tony Judt suggested that the EU was making economic promises to its member states...
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 ON A PAGE
Psychology on a Page 8 – Gestalt
Which do you see first, the hillside or a face?
The core idea of Gestalt psychology is that a whole or ‘gestalt’ is perceptually primary...
Fun with Freud
Looking at my bookshelves, I realise that reading Freud represents a challenge. He wrote so much and changed his mind so often. Nonetheless, he...
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...