What is this thing called “Insight”?

 

By Edward Appleton

So much has been written about the definition of an insight, it’s difficult to imagine saying something original or (couldn’t resist this) insightful.

However, it’s arguably the most important output of any MR project – every MROC, every algorithm, every text analytics program needs to generate insights.

So – here’s my very simple take:

1. An insight is invariably below the surface. It isn’t immediately visible or apparent.

2. An insight isn’t already common knowledge or part of prevailing wisdom

3. An insight leads to a new opportunity or growth potential that can be effectively exploited.

Examples of insights:

Coffee marketing discovered that the smell of coffee was the most important factor even though you drink coffee, it’s not a perfume. This lead to a focus on the celebration of aroma.

Washing up liquid: the focus on the sparkle of glasses (wine glasses) came from the insight that you can most clearly and easily see with glass if it’s really clean or not. It’s about light, not dirt.

Are Market Researchers good at uncovering Insights? We all know about fulfilling a brief – hitting the objectives.

I’d say that almost every project I’ve ever worked on in market research has uncovered an insight that actually wasn’t in the brief – road-side stuff, so to speak.

Maybe we should consider documenting not just what was asked for in a brief, but point out side-insights that weren’t expected.

Curious, as ever, as to others’ views.