Insights: it ain't what you do, it's how you think
Wendy Gordon and Nitasha KapoorAcacia Avenue, United Kingdom
INTRODUCTION
Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut through the confusion showing that insight is an extremely valuable concept and one that should not be debased by sloppy thinking or methodological over-claim. Instead, a simple model of thinking can be used to ensure that...