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Hello, Kevin Namaky here, and today were going to learn about how to write a keyinsight when writing a creative brief. When were writing a creative brief, the key insight tells us very important information that we need to know to come up with good creative ideas that are going to resonate withour target audience. The key question we wantto answer when were writing the key insightis: What have we learned about the targetthat presents an opportunity? So you haveto think back to the target statement that we wrote that we talked about in the last lesson and get in the mindset of that person, and then wewant to identify the opportunity and what is itthat weve learned that tells us that that is anopportunity. ive broken these tips down into a fewhelpful buckets. The first is what to consider. So these are prompts that you can use to helpyou come up with the material that might go intoyour key insight. the first tip under consider is challenges. What are the chal