What Are Insights? A Reflection on Their Importance in Business and Marketing Research

The meaning of the word "insights" is deeply personal to me. It is not only part of the name of the company I founded, Q2 Insights, but also a concept I have taught in Consumer Insights classes. It is a cornerstone of what we strive for in every project: to uncover truths that propel businesses forward.

For brands to truly thrive, they must go beyond simple answers to survey or discussion questions. They must demand insights, those gems of understanding that unlock transformative opportunities. Whether we employ AI Research using human study participants or traditional research methods, at Q2 Insights, we dig, push, and strive to deliver these game-changing insights for our clients.

What Is an Insight?

Let us start with the basics. What does the word “insight” mean?

• Oxford Languages: “The capacity to gain an accurate and deep intuitive understanding of a person or thing.”
• Cambridge Dictionary: “A clear, deep, and sometimes sudden understanding of a complicated problem or situation.”

And what about the term “insightful”?

• Oxford Languages: “Having or showing an accurate and deep understanding; perceptive.”
• Cambridge Dictionary: “Showing a clear and usually original understanding of a complicated problem or situation.”

These definitions emphasize depth, clarity, and originality, qualities that distinguish true insights from surface-level findings.

Overuse of the Word Insights

In business, marketing, and research circles, the word "insights" is often overused. It is treated as though everything that emerges from a research project or data analysis qualifies as an insight. This is simply not true.

Insights are not:

• A data point
• A personal opinion
• The answer to a survey question
• A research finding

Findings are conclusions derived from an investigation. While findings and conclusions are valuable, they are not insights. Let us not conflate the two.

What is a Consumer Insight?

A Consumer Insight is something much deeper and more impactful. My preferred definition comes from Paul Laughlin (2015), who defines it as:

"A non-obvious understanding about your customers, which if acted upon, has the potential to change their behavior for mutual benefit."

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True Consumer Insights have the following characteristics:

• Not Previously Articulated
  Insights are new to the company and discovered truths that were not already known.
• Adjunctive
  Insights often go beyond the primary objectives of a project. They emerge from synthesizing multiple sources of information.
• Non-Obvious
  Insights are rarely the result of a single survey or focus group. Instead, they come from a convergence of evidence, combining information-gathering activities and deep analysis. Sometimes, they spring from a single observation or comment but gain significance when contextualized.
• Believable
  True insights resonate because they are grounded in reality and supported by evidence.
• Actionable
  Insights must have practical applications. They should inform decisions and guide strategies.
• Behavior-Changing
  Powerful insights lead to actions that alter consumer behavior in meaningful ways.
• Mutually Beneficial
  The best insights benefit both the organization and the consumer, creating sustainable value.

Insights often center on unmet consumer needs, customer motivations, or unspoken brand truths. They emerge from listening, not just hearing, and rethinking findings in new ways.

Distinguishing Between Findings and Conclusions, Insights, and Rich Insights

For insights to be useful, it is critical to understand the distinctions between findings, conclusions, and insights. In my view:

• Findings are outcomes of research or analysis.
• Conclusions are reasoned judgments based on findings.
• Insights are newly articulated truths that provide a deeper understanding.
• Rich Insights push a brand forward in a unique way, offering transformational opportunities.

Findings often serve as the foundation upon which insights are built. Through careful interpretation and synthesis, findings can evolve into actionable, behavior-changing insights.

Insights are often the result of researchers connecting seemingly disparate data points, supported by a deep understanding of human behavior and market dynamics.

Rich Insights often arise when data is viewed holistically rather than in isolation. While they may not directly answer a research objective, they are always welcomed for their potential to drive growth and innovation.

For example, Q2 Insights once conducted an advertising pre-test for a series of television advertisements designed to curb drunk driving among young males. While the advertisements were successful in creating shock value, they did not seem to influence viewers to consider changing their attitudes or behaviors. During the evaluation, we uncovered what the target audience truly cared about: the hassle of getting a DUI. This included dealing with traffic court, fines, and community service.

This “ah ha” moment led us to report a series of insights around this key driver, in addition to providing findings and recommendations about the advertisements we tested. The following year, the anti-DUI campaign was refocused on the frustration and inconvenience of DUIs, aligning with the audience’s core concerns. This shift demonstrated how actionable insights, when applied, can significantly enhance the effectiveness of a campaign.

While not every research project will uncover transformative insights, the pursuit of these truths should always guide our efforts. Even incremental insights, when actionable, can drive meaningful progress.

Why Insights Matter

Insights and Rich Insights operate at the intersection of consumers and brands, enabling decisions that benefit both. When leveraged effectively, they can:

• Drive business and marketing strategies
• Improve a company’s bottom line
• Build stronger connections with customers

At Q2 Insights, our mission is to provide this level of depth in every project. Whether we are evaluating brands, products, services, or concepts, we aim to uncover those clear, actionable truths that move businesses forward.

In Conclusion

The pursuit of insights requires curiosity, perseverance, and a willingness to think differently. It is not about collecting data for data’s sake; it is about uncovering the meaning behind the numbers, the stories behind the answers, and the opportunities hidden in plain sight.

At Q2 Insights, we are proud to offer our clients insightful commentary, driven by rigorous research, thoughtful analysis, and a passion for discovery. It is not just what we do; it is who we are.

Kirsty Nunez is the President and Chief Research Strategist at Q2 Insights a research and innovation consulting firm with international reach and offices in San Diego. Q2 Insights specializes in many areas of research and predictive analytics, and actively uses AI products to enhance the speed and quality of insights delivery while still leveraging human researcher expertise and experience.

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