Just what is an insight?
On LinkedIn there is a long running
discussion on defining 'insight' in one word. My favorite pair is 'AhHa!' and 'UhOh'. These two words sum up the essence of insights - tell me something I didn't know I need to know.
Both reactions suggest that a flash connection happened that allows the analysis to turn into action. In one case it is opportunistic; in the other corrective.
- Opportunistic: finding new markets, product uses or ways to connect with consumers
- Corrective: adjusting plans to better reflect reality
In both cases analysts have done their job - help marketing change the future.
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