Along with a group of market researchers from around the world, I was asked to participate in Voxpopme Perspectives – an initiative wherein insights industry experts share ideas about a variety of topics via video. You can read more about it here or watch the videos here. Viewers can then reach out over Twitter or upload their own video response. I’m more of a writer so you’ll catch me blogging rather than vlogging. 🙂
What is an insight?
Ah yes, the never-ending question in our business. I have a fairly simple yet vague definition of insight. It’s anything that turns on a lightbulb over your head. It’s that piece of knowledge that makes you sit straight up or jump out of your seat or pop your eyes out of their socket. The one that makes you go “OH MY GOD” or “HOLY SHIT.”
True insight is rare. You’re really lucky if you get even one out of each research study you run.
If you think about it, we go into most research projects with ideas, hypotheses, expectations. We create a data collection tool, collect data, run the analyses, and confirm what we hypothesized all along. We just have the data to back it up now.
From my perspective, insights were never an idea or hypothesis or expectation. They come out of nowhere and smack you in the face.
The trick with an insight is to capture it before it dissipates. To realize that what is running through your mind is magic and that you need to take note of and write it down.
If you love it, don’t set it free. Catch that puppy and write it up. If you do set it free, you’ll never be able to turn it into an actionable outcome.