Insights in advertising

This research clarifies the concept of insight, by compiling the definitions given so far and helping to define it, differentiating it from other similar concepts, and observing the future of this tool in the advertising profession. The methodology followed is qualitative, with a detailed literature review on the subject and a Delphi Panel with 20 professionals from the advertising sector, experts in strategic planning, providing relevant data on the object of study. The results show the complexity of the term when defining and using it in different Spanish advertising agencies, despite its importance. A new definition is also proposed that enriches the study. Additionally, the research shows the differing opinions among the respondents regarding the future of insight as a tool, with some experts believing it will remain just as relevant, others suggesting that the way it is used will change, and still others predicting it will disappear.