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Abstract(s)
Apesar de ser referido na literatura como um aspeto fundamental do processo criativo, para gerar boas campanhas, o conceito de insight está ainda pouco explorado e existem poucos trabalhos que sobre ele se debrucem, nomeadamente no que diz respeito às suas principais características e avaliação.
O presente trabalho propõe-se desenvolver esta temática, procurando apresentar, em particular, a visão dos criativos sobre este conceito. Quais as características que os criativos consideram que um insight necessita para ser considerado tanto utilizável como de qualidade?
Para a obtenção de resultados, a metodologia usada consistiu numa entrevista estruturada realizada a 12 profissionais conceituados, na área da criatividade.
Como resultado final, para além de uma visão alargada sobre o conceito em Portugal, foi criado um método no qual o planeador estratégico e os criativos podem proceder à medição da “inspiração” de um insight, isto é, através da análise e avaliação das propriedades das características: verdade, clareza, relevância e originalidade. Este estudo procura assim contribuir para o aumento da literatura relativa ao insight, adicionando uma visão ainda pouco explorada dos criativos e procura, também, contribuir para a melhoria do processo criativo com a criação de um instrumento que permitirá nova sinergias entre planeadores e criativos, na busca de insights de maior qualidade, eliminando eventuais barreiras de comunicação entre ambos.
Despite being referred to in the literature as a fundamental aspect of the creative process, to generate good campaigns, the concept of insight is still little explored and there are few works that address it, namely regarding its main characteristics and evaluation. The present work proposes to develop this theme, trying to present the vision of the creatives on this particular concept. What characteristics do creatives think insight needs to be considered both usable and of good quality? To obtain results, the methodology that was used consisted in a highly structured interview conducted with 12 reputable professionals in the area of creativity. As a final result, in addition to a broad view of the concept in Portugal, a method has been created whereby strategic planners and creatives can measure the “inspiration” of an insight, that is, by analysing and evaluating the properties of characteristics of the insight, truth, clarity, relevance and originality. This study seeks to contribute to the increase in the literature about insight in the advertising context by adding a still unexplored view of creatives and, also seeks to contribute to the improvement of the creative process by creating an instrument that will allow new synergies between planners and creatives in the pursuit of higher quality insight, eliminating communication barriers between them.
Despite being referred to in the literature as a fundamental aspect of the creative process, to generate good campaigns, the concept of insight is still little explored and there are few works that address it, namely regarding its main characteristics and evaluation. The present work proposes to develop this theme, trying to present the vision of the creatives on this particular concept. What characteristics do creatives think insight needs to be considered both usable and of good quality? To obtain results, the methodology that was used consisted in a highly structured interview conducted with 12 reputable professionals in the area of creativity. As a final result, in addition to a broad view of the concept in Portugal, a method has been created whereby strategic planners and creatives can measure the “inspiration” of an insight, that is, by analysing and evaluating the properties of characteristics of the insight, truth, clarity, relevance and originality. This study seeks to contribute to the increase in the literature about insight in the advertising context by adding a still unexplored view of creatives and, also seeks to contribute to the improvement of the creative process by creating an instrument that will allow new synergies between planners and creatives in the pursuit of higher quality insight, eliminating communication barriers between them.
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Keywords
Insight Avaliação de insight Planeamento estratégico Criativos