Rose Murphy of GM and Mark Truss of Wunderman Thompson provided a preview of the latest white paper from the ARF Creative Council. This paper builds on the Council’s first paper, How to Get Better Creative from Better Insights, by highlighting new and innovative technologies and processes that can generate insight that drive creative performance. The research process started with an understanding of the knowledge base through the ARF Knowledge Center, then a review of prior ARF David Ogilvy Award submissions, followed by surveying suppliers. A deep dive analysis led to identifying three types of approaches: extensions of familiar tools (e.g., mind modeling, AI-enhanced groups and testing), new tools to tap unconscious motivations (e.g., observational, neuroscience) and emerging tools (e.g., visual culture, AI frame-by-frame analysis). These tools can help throughout the creative development stages: strategy, ideas and optimization. The white paper discusses more recently adopted approaches that are often silo-busting and can help elicit better understanding of the consumer.