This unit aims to introduce students to the insight generation process. This is a key skill for marketers due to the exponential growth in availability of data from various sources, such as digital platforms, becoming a prevalent part of the marketing landscape. This unit introduces students to key methodological frameworks that can be used to analyse and synthesise information from various data sources. Through the insight generation process students will be able to develop marketing intelligence that can be used to inform marketing and business strategies. This unit provides training in and encourages the use of creative thinking to tackle business problems.