See what everyone else has seen; think what no one else has thought.

You have to challenge the ‘status quo' to make insights that really differentiate brands and result in business growth of true significance. You have to identify and understand consumer dissatisfactions, whether they are expressed or unexpressed.

Go fishing....

Most companies have reams of information on their brands; consequently, this tends to be the main emphasis when generating insights. Taking a wider perspective on the category, the culture and people's lives usually offers more fruitful territory for a different brand idea. It's important to take a broad look.

Strip off!

Removing layer upon layer until the naked truth is reached. At Headmint, we have developed a series of methods, some ‘tools', and some ways of looking at information, whether it be about the brand, the category or consumer attitudes and behaviour, that make it possible to step back and see the opportunities through fresh eyes. We like to enable brand teams to fire up their imagination and intuition - to be subjective in a rigorous way.

Take a wider view

People are people - not ‘target' consumers or customers. People are not rational, people make emotional decisions, and people take sides in the context of their daily existence, in the madness and confusion of their everyday lives.

Whatever the function your brand performs for these people, it's important to understand the context in which people's decisions are made.  What happened at the weekend?  How and what their kids are doing?  What makes life hard?  Which brands help make life easy?

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