Insight Mining

Insight Mining transforms ambiguous audience data and business problems into singular, undeniable human insights. Great advertising does not begin with an execution; it begins with an insight that refreshes the viewer's understanding of their own experience.

1. Core Workflow

1. Mark Pollard Four Points:

   • Problem: What is genuinely broken or difficult for the audience?
   • Insight: The unstated human or cultural truth behind the problem.
   • Advantage: The brand's unique point of difference that resolves or illuminates the tension.
   • Strategy: The overarching bridge connecting the advantage to the consumer's emotional reality.

2. Tension Spotting: Identify at least one of three load-bearing tensions:

   • Cultural Tension: What society proclaims vs what people actually experience.
   • Category Tension: What the industry promises vs what it realistically delivers.
   • Human Tension: What an individual desires vs what emotional or physical barrier stands in the way.