market research: insight or simply observation?

04Apr07

I always feel a little prickly when people demand insights from research, but usually settle for observations without understanding the difference. But then of course I annoy myself by failing to always be consistent in what I perceive defines an insight rather than an observation.

So here and for the first time, I’m actually committing to a definition.

Insight vs Observation

Insights are epiphanies, providing marketing leverage that allows your work to drive competitive advantage, create brand difference and increase profit in a manner that leaves consumers and competitors thinking you did it right / first / best.

Observations tell you what was there all along, but not necessarily documented or understood.

I wonder how long it will be before I itch to edit this? The definition for what I believe an insight is sounds plannery and inspiring, but is it specific, measurable and replicable in different situations? Or does it have to be?

Hmmm.

Advertisements


One Response to “market research: insight or simply observation?”

  1. Excellent article. I’m experiencing many of these issues as well..


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: