Surprisingly, researchers continue to debate the concept of insights. We can’t agree amongst ourselves about what they are. However, other than throwing a magic 8 ball at a dataset, the only way to ensure that your research project will indeed discover an all important insight is to give your employees titles like “Lead Insight Developer,” “Insights Manager,” or “Chief Insight Officer.” You see, if the word insight is in your title, then you obviously deal only in insights.
But seriously folks, when was the last time you honestly and truly found an insight in your research? When did you last find a result that was so surprising, so unexpected, so unusual, that it absolutely deserved to be called an insight?
Does every survey project generate insights? I doubt it. Every focus group? Likely not. Every social media research project? Absolutely not. I’m under no false impressions here. I suspect that in most cases, the best research does is to confirm hypothesis we already knew or put into numbers what our intuition had not yet put into words.
So enough already with the debate. Stop demanding to see insights in every research project. Turn off your unrealistic expectations and turn on your reality cap. Numbers are numbers, data are data, and insight is, well, let’s cross our fingers and hope we see one every few months.
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