Consumer insights are an indispensable input for any brand positioning work. Insights provide deep understanding on the true motivational patterns that drive consumer decision-making processes. They are of paramount importance in the world of brands. There are multiple ways to identify and understand consumer insights that drive purchase motivations in any given product category. The most common ones are discussed and evaluated in this chapter. However, the focus is set on morphological research, which has become an integral part of the one-word brand positioning process, the core of this book. Morphological research is a form of qualitative research that uses the principles of Freudian psychoanalysis and the theory of Gestalt (Goethe). Morphological researchers formulate questions that help consumers describe their perceptions and experiences in a different and more cohesive way than what we are used to in traditional qualitative research. This research methodology aims at making the invisible visible. It is designed to reveal the unconscious. This chapter discusses the importance of consumer insights in branding and offers intimate details about the research tools to unlock them. It uses several real brand cases to illustrate how the research theory translates into tangible and explorable consumer insights.