More reality, some aha

Martin Weigel wrote a post at end of July that ended up winning Neil Perkins Post of the Month. It caught our eye when it was published for a number of reasons.

Firstly, Stop Fetishising the Insight is a superb look at why there is not a need to push so dramatically the need for aha moments, to make findings ‘profound and clever’ rather than useful. We agree. At an Innovation conference a few years ago I listened to the Innovation department from Whirlpool stand up on stage and say that they went to houses of people with washing machines an watched them load their machines. They noticed they all bent down when filling their machines – I know – and hence developed a front loading machine which you can fill standing up. Reality, not aha. But still needed to be observed.

Dramatising the insight is something we at watchmethink deliberately want to avoid. We’re focusing heavily on observation, on showing the consumer in their real environment, using products and services how they use them. No forced questions, no direction, no dramatization, no telling them what we want to hear. We’re giving the users the freedom to upload videos on what they want, in a style they want – as long as we can see and hear what they are talking about it’s all fine. Reality.

One of the initial fears we had were when creating watchmethink was is there value in these non aha moment videos. But it’s not, as Martin says, all about that. There are some great ‘aha’ moments, some absolute classics, but most are just showing people using products and services in or out of their home. How they do it. They’re all interesting. They all provide observation. Most of all, they’re all reality.

Judging it by Martins two point check list to measure value – is it true, and is it useful – the answer to both those questions for videos from watchmethink is yes.

Martin says, ‘ let’s reclaim insight as a way of looking and thinking, and take it off its pedestal of unhealthy attention and worship’. Here here (and congrats on post of the month).

One comment

  • Bronwyn Gail McDonald

    Evening, my friend wears reading glasses, which hang from his neck by a piece of string. He has removed the spectacle’s hinge screws and inserted paper clips instead. His glasses now lay flat against his chest. I told him that he should patent that idea. He said it was too expensive. I asked why he had not sold it to anyone, and he said, ‘How? Who?’ is one way that a person such as him can show his idea to make money, when otherwise, the idea may never get any further. An aha! moment seen in moments. Another way that watchmethink can benifit a business would be something like what happened to me. While recording how I use my two minute noodles and opening the packet, it tore open in half and noodles went everywhere. (Rex swore). It showed them the immediate response of a customer in a way that text and a photo can not. If I were the owner of a noodle company and my noodles were making a big mess on my customer’s floors, I would want to know about it. It may not be an aha! moment, but it may just make the difference between a repeat sale or a customer lost to another company. (Anyway, I know you are busy and I can waffle for hours, except I have no time) Byeeee