Our work starts from the simple premise that sustains 'marketing driven by human values': people's desire is making society and the world around them a better place. If this is what people are asking of the world, this is what they ask of brands. And this is what brands should give them.
Human Insight is an agency that produces insights into what it means to be human.
This is a new marketing and communications philosophy that, through strategic planning, proposes:
'We consume to live’ instead of ‘we live to consume’.
‘Return on identification’ instead of ‘Return on Investment’.
Nurturing brands with the inspiration that comes from knowing what it means to be human, so leading to a deepening of the relationship between brands and people.
VALUE FOR BRANDS
Brands becoming as powerful as people: becoming physical, emotional and spiritual.
We believe in human beings.
We believe in the power of brands.
We believe that the real power of brands comes from a deep understanding of human beings.
We believe that the way we consume is simply a result of who we are.
WHAT IS HUMAN INSIGHT?
The ‘consumer’ is, above all, a complete human being – with a mind, a heart and a spirit; with a conscious and an unconscious side. ”The ‘consumer’ relates to the world, to people, to things and to brands through rational, emotional and intuitive processes.
Human Insight focuses on deep analysis of the human being’s psychological, psychoanalytical and philosophical dimensions – the psycho-essence of behavior – in order to understand the mechanisms underlying observed social behaviors and emerging mentalities. As it contributes to a deeper understanding of the consumer as the human being who he or she is, Human Insight allows identification of fundamental human truths that have the potential to foster an identification between brands and people.
In order to achieve a human insight – ‘information’, ‘understanding’ and ‘inspiration’ – we make full use of observation and analysis. At the same time, we allow for the play of intuition, especially at the ‘inspiration’ stage. Because, for us, an insight must be able to reach both a precise and intuitively profound understanding of the human being.
Our starting point for the process of obtaining a human insight is the gathering and analysis of information. Our main input will be reports arising from the identification of trends (paradigms, macro-trends and micro-trends).
Information in itself isn't of much use unless we ascribe meaning to it. This is the stage when we begin 'looking inside'. We seek to understand the human truth giving birth to the observable social behaviors and emerging mentalities, as identified by one or more trends. This is also the stage where we correlate information with the brand or communication challenge presented by our customer, so as to arrive at a pre-insight.
From the safety of facts we then move to the nuances of qualitative intuition, an exercise of clarity and depth that:
- Competitors cannot observe
- Is relevant and resonant
- Is powerful enough to change behaviors/perceptions
- Is impactful and enticing enough to generate IDENTIFICATION with people