Strategy Toolkit: Generating insight

This article 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.

In this section you will learn:

1. What is 'insight'?

'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'.

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WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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