Great insights have 4 key components.
- 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.
- An insight MUST DIRECTLY SPEAK TO A MARKETING / SALES PROBLEM OR OPPORTUNITY.
- Great insights usually FOCUS ON AS NARROW A CONSUMER SEGMENT AS POSSIBLE. The more narrow, the more specific. The more specific, the more actionable.
- 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.