6S Codes for Meaningful Insight

Based on years of research experience to uncover consumer and market insight to help develop innovation, marketing, consumer and shopper experience design, I summarized key codes that can identify and assess if 'so-called' insight is great insight or just simple fact disguised under the name of insight. Leveraging these, I will explore why and how some of mind opening and heart touching branding, branding, and experience design were rooted into actionable insight.  I structured with 6S key code, and what are the level of greatness in each code, and I may use my personal judgement based scoring system to assess the power of insight.

1. Surprised! - i.e., Aha moment - Simply put, Nobody knew it before!
          1) Level 1 : Either you or me did not know it before 
          2) Level 2 :  We didn't know it, but others knew it
          3) Level 3 : Nobody knew it before.
         
2. Sooooo Specific 'Why' so it is so universal! - 'the most personal is the most creative' Martin Scorsese
          1) Level 1 : Analytics. trying to spot the insight
          2) Level 2 : Synthesis. trying to find meaning of the insight 
          3) Level 3 : Recreation. trying to create to be specific and tangible that links to the meaning of insight

3. Sufferings: Physically, Mentally, Emotionally, Socially
           1) Level 1 : Functional or Physical suffering
           2) Level 2 : Level 1 + Mental suffering
           3) Level 3 : Level 2 + Emotional Suffering
           4) Level 4 : Level 3 + Social Suffering

4. Something bigger than that: There is underlying Cultural issue related to. So, once cracked, it will spread!
           1) Level 1 : The brand only actionable
           2) Level 2 : The category only actionable
           3) Level 3 : Multi-category relevancy(mostly human/social level of relevancy)

5. Succinct Story Telling: 
           1) Level 1 : 3 or more sentences
           2) Level 2 : 2 or less sentence
           3) Level 3 : 1 sentence (need to be copy writer level!)

6. Spark Action: Once you hear, you cannot stop acting on it!
           1) Level 1 : Marketing/Campaign/Product Level impact (Only In Process Measures)
           2) Level 2 : Tangible Business Result (Business Outcome Measures) 
           3) Level 3 : Change the Mind of People/Society (Impact beyond and Stay True for long)


Location: South Korea

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