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