research. I've read conflicting thoughts about how to do them. Some argue vehemently against creative labels: instead of calling a group The Twilighters, some would argue you should note them as 'John, he's really into Twilight'. I like the labels -- our brains apply these labels regardless of what's written on the piece of paper anyway. The basic info you want to think through are their goals (in life -- if relevant to what you're selling, in decision-making) and behaviour (in life -- if relevant to what you're selling, in decision-making). You may list some of their pre-occupations, beliefs, passions and pain-points. Google it if you're interested. Having established your personas (again some conventions say to use 4-6 but I believe you can have as many as are useful and as many as you can resource against), you may need to pick your most valuable -- the sort of customer you wish you had more of. Perfect world, you'd validate that enough of them exist (or could be created) and match your investment against the possible business gain. Step 3: Insight Other than 'strategy', 'insight' is one of the most over- and mis-used words in agency world. There's a difference between 'I've found some stuff' and 'I've found an insight'. Insights are unspoken human truths, truths the subconscious recognises when it sees them. Often, insights are the arsenal of comedians and poets. A lot of creatives look up jokes about particular issues as inspiration for their ideas for this reason.