What is it?
My definition: consumer understanding, that’s really, really useful.
Clumpy! Insight is a much prettier word.
So the question for Friday (aaakk, already?!?) is:
How can we get better insights?
This is a BIG and reasonably consuming question for researchers and research buyers.
The answer is simple in one sense: you can get better insights by asking better questions.
But there’s also a not so simple follow on: what's a 'better question'?
I think there’s a fairly narrow ambit between ‘getting it’/and ‘seeking it’. You have to get it, at least around the edges, before you can even start to formulate the kinds of questions that will get you the most relevant/powerful insight(s).
You almost, nearly, need to know the answer first.