Let me tell you upfront, Insight is not a Hidden Truth. It is not.
Insight is what is pushing people to hide the truth, run away from the truth or simply try to change the truth. It is the conflict between reality and dream.
So look beyond cross tabs, try to see the correlations between the truth, its result and its desirability. If your consumer could tell you everything, then clients don’t need you, clients need you to tell them what consumer cant.
I will not quote some generic examples, let me give you some insights about myself
- I want to enjoy big pack of lays chips & a large can of Coke without getting fat
- I want you to share this post with the world but I don’t want to sound desperate
- I want to travel around the world and still manage to keep my day job
You knew it already, didnt you. Or nope you couldn’t see my point. If not, then let me give you an insight about you
- You want to discover the secret of success, but you don’t want your Boss to know it
Do you know why people doesn’t pay attention to marketing studies because Truth is boring; and mostly we all know what the truth is. News channel have mastered this art of telling the truth that can drive masses. Because they don’t discover truth alone, they discover why people are playing games with the truth.
Learn from them, this is what their formula is, my friend
Insight = [Truth + (Outcome of the truth x Desirability of the outcome)]
Have you heard insights like guilt free food, A Monk who sold his Ferrari, One Minute Manager all of these are benefiting from the eternal truth and the negative desirability of their outcomes. (I want to be rich enough to have Ferrari with a peace of mind of a Monk)
I can’t share any data set here with you, I still want to have my day job :). But I am sharing the post about new consumer truth and I am adding the insights in blue for illustration.
Best of luck in your insight quests, in case you feel you are stuck somewhere in your search. You can always contact me, I will try to help. If you are targeting Muslim Market, I have done some work on it which might be of use to you.
By the way, some time ago I also wrote something about marketing research presentation formulas that can work for consumer insight manager, business intelligence executives, and marketing research personnel.