Insight – small word, over-used

As a planner I love the business of insights.  But this wonderful word – a powerful, short descriptive word that should be used at the end of some very long thinking – is an over used one.  Every research debrief has a page titled ‘Target Insight’ but in my experience is often anything but.  So this blog is dedicated to the celebration and cataloging of true insights, large and small, from the ad world and beyond.  Insights are analogue, insights are digital.   But true insights are all too rare.  Planners – let’s re-claim the noun.

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