Last week I was sent the 9 best papers from the most recent project completed by 350 students taking the intro to Advertising class at The University of Texas. Each student had to recruit a participant, interview them about a specific fast food, car or airline brand that they either loved or hated, construct a mind-map like the one pictured, find an insight in that map and come up with a quick advertising theme that would capitalize on the insight. Then I got to pick the winning paper. Here’s what I decided, and in the process my views on finding insights.
Credit for the Arthur Schopenhauer quote goes to Earl Cox. He has it up in his office and I swiped it off of him!