Insight. Basic Problems Choosing the Right Technique

Abstract

Insight is a fundamental notion in consumer marketing and advertising. A strictly formulated insight is key to developing a successful brand promotion and conducting an effective control over the costs of design and implementation of advertising campaign. Understating its importance, many marketing consultants both working for the client and for the advertising agency do not pay enough attention to choosing the right tool to define this concept. The author gives an attempt to find the basic errors when choosing a technique and proposes her own vision of how the issue can be tackled.