If we do not have a clear understanding of what ‘insight’ is, how can we possibly use it as a guidepost to define what’s next? What An Insight Is Not Most ‘new insights’ we see are unfortunately nothing more than mere observations, reporting what has been seen in-field without any overt action or outcome attached. We see organizations frequently struggle to arrive at a standard definition of what an insight is, and a repeatable methodology for finding and articulating them. Trial-and-error prevails, with insight definition relying on a eureka moments for sudden insight and perspective.
An absence of the methodological rigor required for meaningful insight generation to happen is another. The lack of a shared definition of insight and a common understanding of what an insight is, and is not is one reason. We see an increasing lack of insight with companies living in an “illusion of knowledge,” drowning in data, insight poor, and failing to turn information into intelligence. Otherwise, it is obsolete and ineffective.
The ever-increasing explosion of data puts more knowledge at our fingertips than ever before, but you need to know what to do with it. Insights form the cornerstone of the design and innovation process, a lighthouse for what you should do next, and a catalyst for creating new value for your customers. What Is Insight? The Five Principles of Effective, Insight DefinitionĪs customer experiences take center stage so does the need for more profound and compelling insight definition.
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