The typical path to insights is lined with roadblocks of making sure the anticipated results are scaleable, generalizable and solid enough to base a business on. We typically don't go looking until we're sure that what we find is usable and workable. To be honest, we're handcuffing ourselves; maybe there is another path.
In The Marshmallow Challenge kindergartners routinely trounce MBA's at building the tallest structure possible out of spaghetti, tape and string because they do rather than plan.
The rapid iteration of 'test and learn' needs to be applied more often in insights development..this can be in terms of thought exercises "How might it be different?" or allocating budget to learn rather than sell.
Insights are things you don't know you need to know, so how can they be judged a priori?