To me an insight reveals or uncovers itself when we seek to understand the true nature of something.
It could be a situation, a person, a product, a brand and therefore there can be many varied insights. "
What I believe is important when we ﬁnd one is that it be "surprising" and when I say surprising I
mean you kinda smack yourself in the head when you ﬁnd it but it's not intuitively obvious at ﬁrst so
you need to probe enough or ﬁnd ways to uncover or reveal the true nature of something etc. "
Often I've seen insights which aren't truly insights but are so often facts...if it's that obvious and easy
to ﬁnd than to me it's usually an observation or a fact but rarely an interesting insight. There are many
types of insights as I've expressed above so to me it's choosing which insight e.g. product? brand?
human? etc. can be the most impactful or valuable given the problem we're trying to solve for.
SVP, Group Digital Planning Director
Energy BBDO Chicago