How do you or your business colleagues define a consumer or customer insight? Probably different people and functions would come up with different answers! It’s clear that in our industry there are multiple ways to talk about or define an insight. Module 2 presents our own InSites Consulting formula for an insight, which it set up through a reflection on all the things an insight is NOT. We introduce the notion of emotional motivation. Is your insight referring to a scenario that your customer is truly motivated to hand over hard-earned cash to solve?

Our Insight Academy Professor Ashley Smith explains more about what’s in store for you in our Module 2 of our Insight Academy.