Strategy Toolkit module 5: Generating insight

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
  • 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.
  • The sections covered include what is insight, research techniques, identifying target audiences and understanding core audiences....

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