Insight

This brand understands me! That is exactly how I feel! — even if they've never thought about it quite like that)

The gap between the second and the third term offers a tension, which constitutes a potential for a brand. Like there are concept writers for copies, there are insight writers.

In technical terminology of insight in market research is the understanding of local market by referring different source of information (such as quantitative research and qualitative research) proving for the consumers' insight.