ABSTRACT
Insight is defined as a profound and useful understanding of a person, thing, or issue; an understanding so profound that it allows individuals, teams, and companies to do something different, innovate, and progress. Many people – mistakenly – think that they don’t have the capacity to be insightful because they find thinking about thinking so challenging.
By applying a simple framework and a practical set of tools and techniques, everyone has the capacity to be more insightful. This can have enormous benefits, whether you work in communications, academia, research and development, or the insight industry itself. This chapter includes worked-through examples of some of the most successful and insightful campaigns in recent years, for branded products and public health education, by way of inspiration.
