DNA of Actionable Insights

Great insights have 4 key components.

  1. To be an insight the learning needs to BE UNEXPECTED. An insight is only an insight when it has never been considered or used before.
  2. An insight MUST DIRECTLY SPEAK TO A MARKETING / SALES PROBLEM OR OPPORTUNITY
  3. Great insights usually FOCUS ON AS NARROW A CONSUMER SEGMENT AS POSSIBLE. The more narrow, the more specific. The more specific, the more actionable.
  4. Insights that convert business FOLLOW A PERSUASIVE STRATEGIC LOGIC TRAIL. Simply, the Insight. Action. Benefit. dots are all connected; or, as I like to say, the dominos seamlessly fall.