9/4/2023 0 Comments Thrive meaning tA definition is helpful but knowing what value your insight should deliver in the customer journey is far more essential and makes them directly actionable, building momentum for change. But rather than get hung up and belabor the definition insight, we encourage our client partners to define their process of consumer insight definition based on the business impact they want to drive within their own organizations. ![]() An Actionable Definition of Consumer Insightĭefinitions abound about what an insight actually is. Obsess the outcome people want, don’t merely record their statements of need and assume you have consumer insights you likely do not. Anytime you hear ‘I want’ or ‘I need’ in a statement - step back and pause - as you probably need to dig deeper and understand the motivation and the why behind ‘the want.’ Articulated needs are ideal for defining features and benefits but do not lead to insights that have the gravity to topple existing categories and create new ones. Insights are less apparent, intangible, and latent, a hidden truth resulting from obsessive digging and sharp perceptivity. Always get to the “why.”Ī customer wish or statement of need is not an insightĬonsumer insight is not an articulated statement of need. Never stop short of the hard work involved during the definition insight of converting an astute observation in something more meaningful and actionable. They are facts that lack the “why” and the “motivation” behind a consumer’s behavior. The power of acute observation is essential to creating new insight definition but still only one data point to consider and should never stand alone. Insight definition requires you to take a multi-dimensional view. Look at your data holistically and be cautioned against becoming attached to that singular inspiring data point that can drive a swift conclusion. How do we mine and analyze the data to reveal insight we can act on? With masses of data at hand, the fundamental problem is a lot more essential. So let us first get definitional and restore some meaning to the word by considering what insight is not: Insight is not dataĭata can take many forms, but we must remember it is just that - data! Alone, it is not an insight, and it does not do your thinking for you. ‘Insight’ has become a misused word, much like ‘brand,’ ‘strategy,’ and ‘innovation’ have become misused words. If we do not clearly understand what ‘insight’ is, how can we use it as a guidepost to define what’s next? What An Insight Is Not Unfortunately, most ‘new consumer insights’ we see are nothing more than mere observations of a user experience, reporting what has been seen in-field without any overt action or outcome attached. Trial-and-error prevails, with insight definition relying on eureka moments for sudden key consumer insights and perspective. Organizations frequently struggle to arrive at a standard insight definition and a repeatable methodology for finding and articulating it. ![]() An absence of the methodological rigor required for meaningful insight generation to happen is another. ![]() One reason is the lack of a shared definition of insight and a common understanding of what insight definition is and is not. 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. Consumer 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 DefinitionĪt THRIVE, our team understands that as customer experiences take center stage, so does the need for a more profound and compelling insight definition.
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