Hunch: Turn Your Everyday Insights Into The Next Big Thing

Insight generation can sometimes be unclear and hard to define, but Hunch provides detailed frameworks and examples.

Hunch: Turn Your Everyday Insights Into The Next Big Thing is a book on how to develop strategic thinking to influence brands. Insight generation can sometimes be unclear and hard to define, but Hunch provides detailed frameworks and examples. The author, Bernadette Jiwa, analyzes how successful brands and entrepreneurs were able to change the marketplace by solving problems. This book proves you do not need to be a genius to take your hunch from a spark to full implementation. My review discusses the importance of investing in research and innovative products that solved simple challenges. Take a listen by clicking below!



  1. I liked how the author mentioned that seemingly mundane things can turn into revolutionary ideas. I recently read a book called Small Data that emphasizes this point that one idea/observation can lead to a break through. Your Ikea example was interesting too!

  2. This book sounds really inspiring in the world of analytical advertising research! It reminded of my job and how I always think it would be beneficial to have a larger Analytics and Research team more integrated in the branch to develop consistent key insights. I personally know that feels great to pose a small insight that leads to the chunk of a campaign or puts the rest of the team on track for a new approach. I would love to read this to find out more about the IKEA case study, because I feel that they have research in mind when it comes to their branding and marketing, and it shows!

  3. Not all ideas are breakthrough ideas, it takes one just to do it. Everything starts with an idea or “hunch” and I had no idea what that was until this podcast. I wonder how many ideas people have come up with, but never follow through with? It’s interesting how just by observing certain behaviors you can come up with something so simple and innovative like the spanx.

  4. Hunch certainly sounds like a must-read! I too believe that all ideas do start with a spark. Entrepreneurs have an Inventor’s Book with them 24/7 to quickly jot down any ideas that come to mind in order to possibly build on it later on, and Jiwa’s Hunch Log sounds very familiar. The Spanx and IKEA examples are very insightful and show how important following up with your thoughts are.

  5. Hunch seems to be a great argument for the value of observing consumers, and how theoretically, all data collected can be a key to the next big thing. Logging seemingly mundane things seems like a great habit to always be on the lookout for innovation potential

  6. Insights + foresights = a hunch is a fun little equation to think about. I like the idea that mundane events can make big impacts on us as consumers without even knowing it – I feel like I’m finding that more and more within the research we’re conducting for class. The IKEA case study was a good thing to mention, especially because that seems like something that could be obvious to normal consumers, but because the IKEA marketers aren’t in the target audience they couldn’t even predict it. The funny thing is they probably wouldn’t have found that insight as easily had they not done the study. Very cool.

  7. The example of IKEA using their insights to make business decisions was very interesting to me. Sometimes I have a hard time understanding how such seemingly insignificant observations about everyday life can lead to huge revelations for big businesses. With examples like IKEA creating a new product after realizing their consumers use couches to lay on, I can see how qualitative research can be used in decision making in both advertising and other areas of the company.

  8. I think this sounds like a really interesting read especially since I’m a research track. Trying to pull insights from seemingly nothing isn’t simple and there are many ways to go about the process. I’d be interested to read this book to see how the author goes about turning his weird revelations into inspiration to create and solve consumer needs.

  9. The idea of creating insights from mundane experiences is a major benefit to brands. People come up with many ideas daily, these ideas can be small solutions just like the Spanx example. After listening to your podcast the next time I do come up with a new idea, I will be sure to take my environment, feelings, and other thoughts into account.

  10. I really love the idea that was brought up to always be observant, as any experience can be significant. It inspired me to be more observant. We are surrounded by so much activity every day, there’s bound to be some useful information in there if we just observe better. I love the way that Jiwa uses equation type descriptions of ways to come up with ideas. It’s a fun way to look at the process and I definitely will refer to it in the future. This book sounds really interesting and your review has persuaded me to read it.

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