Over a period of time advertising planning has evolved. In the late sixties, planning emerged as the research department of an agency. The first Account Planning team was set up in JWT so that systematic process takes over the gut feeling while dealing with the clients. The whole of seventies was about research for insights. In the eighties, there was focus on culture rather than mere benefits. In the new millennium, the social media led to purpose-driven brands. Planners took cognizance of the social issues which brands can serve.

Still we search for insights into human nature. The insight is sourced by keen observation of people, of life itself and of media consumption. Algorithms do point out behavioral pattern which can be converted into insights. Behaviour is mapped. Data is processed into information and information is translated into insight.

Segmentation is done at the micro level. A few psychographic slots are not enough. There are micro segments. Marketers look at new moms, at pregnant women at different stages of pregnancy.

There is one holy grail of insight that sustains the brand, and makes up its ideology. Such discoveries happen a few times in the life of a brand. This is an era of algorithms. The key insight can be the backdrop and can lead to contextual behavioral insights.

Creativity influences behaviour. Algorithms further enhance this power. One cannot stop at ‘know your audience’, but should further consider what one can do further after knowing the audience.

Biochemistry plays a vital role, as life sciences tell us, in the way we behave Biochemical algorithm can be used to stimulate the feel good factors so that people can buy holiday’s tourism.