To find insight, just listen.

Not sure why, but I was thinking about a project I did a few years ago when I had my own consumer insight planning firm. We were asked to help a local ad agency figure out a new way to position New Orleans in terms of an ad campaign. The agency wanted to go beyond the traditional architecture and food shots that had become a mainstay in NOLA advertising messaging.

So they called us and asked if we could go listen and find a new angle. We loved the idea and spent a day in the quarter and CBD talking to tourists. No focus group guide, no set questions. Just a simple offer. $20 for 5 minutes of your time. And we'd ask them one question "What do you like about coming to New Orleans?" And they'd talk. And we'd listen and tape.

Here is snippet of the insight video we created for the agency to use in their pitch. Remember, we didn't prompt folks beyond the single question. We didn't try to get them to say any specific phrase. We just listened. The result was quite interesting if you ask me.

Sadly, the agency didn't win, which is too bad because I think the resulting campaign based on our insight could have been really powerful. But you be the judge.