Wednesday, April 18, 2012

AhHa or UhOh Moments of Analysis

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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