At the digital marketing agency 360i we learned how to connect four key components to derive a strategic insight and identify the tension. The 4-box method transforms the research beyond and pushes strategies further. The categories include culture, consumer, category and company. After brainstorming and identifying specifics in each category, it is important to find the provocative, surprising truths and beliefs in each one. From there, the insight and strategy can come to life what the mindset shift is (to/from) and figuring out what role the brand can play to move forward, creating momentum. During our visit at 360i we received a brief and had the chance to practice this strategic way of thinking. I have appreciated the learning by doing moments - where connections are made. 

-Meg Winters 05.12.17