Never make a strategic planning based on common sense! because the program that we make is not necessarily in accordance with the conditions in the field. The rise of competition among consultants in both the world of marketing and public relations, often bring a new phenomenon, namely the lack of time to create a Marketing/PR program. This fact can be regarded as a challenge, can also be regarded as a threat. Become a challenge if, the consultant is able to rapidly find precisely insight. Become a threat if, the consultant chose in favor of common sense and ignore the research and analysis in making the program.

Research and analysis will provide in-depth information on a complex issue and found not all the time. Through research we can know the background that drives consumer behavior related to the product of a brand.

Understanding of customer insight will connect consumers emotionally, that a brand really knows what consumers feel. His discovery can be based on something that interests of consumers and consumer ratings of brand value.