Typically when marketers work on a competitive assessment, they tend to use more of their left brain by looking at cold, hard facts, such as price, pack size and market share. The left brain is geared more toward logical, factual and linear thinking. Therefore it is more rational, analytical and orderly. When looking at the competition, it is important to look at the whole picture. One aspect marketers often forget while doing a competitive assessment is using the right brain, which has more of a focus on imagination, visualization, creativity and emotion. Thus, the right brain is more visual and intuitive, having more to do with creativity and a less systematized way of thinking.