OPINION
How we Select
Tradition suggests that the left is ideological, driven by theories and ideas, while the right is practical, pragmatic, even functional. Supposedly the left does...
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...
Brexit, the irony…
In truth the scale of the Brexit exercise is not one which Parliament can cope with. It cannot possibly hope to scrutinise the huge...
PSYCHOLOGY ON A PAGE
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...
Psychology on a Page 9: Otto Rank
With the previous two posts on Gestalt and Rogers I have started to focus in on the psychologists who have most influence on my...
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...