Great marketing research is an art, the word 'insight' probably means different things to different people. Some may see it as a new way of looking at a business problem, some may think of it as identifying a 'eureka' finding that was previously hidden or wrapped up within the numbers.
But, too often, these 'eureka' moments doesn't translate into action. Too often, brilliant findings don't hit the mark, because they are potentially not actionable (or the client doesn't know how to translate them into action). So the way I look at it, there is one (and only one) litmus test to differentiate 'true' insight from the others.
It is this:
True insight makes action planning superfluous. That is, true insight comes with an instinctive recognition that the research problem has been nailed. Not only does it inspire the research consultant, but also the entire client organisation. The action plan to translate this insight into reality becomes overtly obvious. True insight has the potential to not only sell itself and but also action itself in the client organisation, on its own.
Ultimately, the role of marketing research consulting is to solve business problems. Business problems are only solved if research findings are translated into action. So any eureka piece of finding is potentially not 'insight' at all, if it doesn't leave the boardroom of the client.
