The purpose of this section of the Strategy Toolkit is to provide a grounding in the tools and techniques a strategist can use to find consumer insights that will be relevant to the brand challenge.
In this section you will learn:
'Insights' can be an obsession for strategists. They are seen as the bedrock of smart communications, the 'nuggets' that guide creative work. They can be hard to define, but there's a feeling that, like creativity, 'you know it when you see it'.