In the article “What is a Consumer Insight, And Why Does It Matter? (With Examples)”, I defined customer or consumer insights, provided a series of rationales for why they can be so important, and shared a few real-life examples of insights from highly successful brands.
In the article “49 Proven Techniques To Uncover Better Consumer Insights,” I provide just that, 49 proven techniques to uncover better insights. And because insights are always contextual, I also wrote the article “15 Counter-Intuitive Ways To Generate Consumer Insights Your Competition Is Not likely To Use!”
A valid question at this stage becomes, “Once I have uncovered with my team what I believe is an insight, how do I know if it is really an insight and whether it has business-building potential?”.
To answer these questions, I have created a scorecard that includes the 5 essential dimensions defining insights.
Five questions to help you define whether you have an insight or not:
- Does it provide a new and unexpected perspective on the problem we are trying to solve?
- Does it trigger an emotional response (the aha! Moment) and a sense of excitement?
- Does it open a multitude of new opportunities and lead to new ideas and thoughts of what could be?
- Does it make intuitive sense and provide the clarity previously missing?
- Does it feel actionable?
Answer “yes” to these five questions, and you very likely stumbled upon a business-building insight.
Interested in insights and how to generate them? Then the Aha! The Indispensable Insight Generation Toolkit might be for you. Available as a set of method cards in the US and as an Amazon Kindle document outside the US. Interested in training your team in the craft of insight generation via an in-person training workshop? Then, reach out to me directly.
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Interested in insights and how to generate them instead? Then the Aha! The Indispensable Insight Generation Toolkit might be for you. Available as a set of method cards in the US and as a Kindle document outside the US.
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