# Chosen customer insight
Complete this after reviewing the research. Keep one primary insight for this campaign.

- The customer: [Specific audience and situation]
- What they want: [Desired outcome]
- What makes it difficult: [Tension, objection, or unmet need]
- My chosen insight: [One sentence connecting the situation, desire, and tension]
- Evidence supporting it: [Source references from the research file]
- Status: [Supported by research / hypothesis to test]
- Why it matters now: [Connection to the season or occasion]
- Product connection: [How the actual product helps; use supported facts]
- Why I chose this over the other insights: [Strategic reason]
- What I want the customer to remember: [One takeaway]
- What this insight does NOT justify claiming: [Limits or unsupported implications]

My decision: [Approved / needs more research]