Insights vs findings: lessons learned from the trenches

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to translate the learning into revenue? Findings are often nice to know; insights should be considered need to know.

Insights vs findings: lessons learned from the trenches

Marsha E. WilliamsBrand & Consumer Insights, Nickelodeon, United States


In reviewing the consumer Insights 2007 call for Papers, and specifically the description of the Demystifying Insights area, I was reminded of a conversation I once had with one of my nickelodeon colleagues, an Advertising Sales Account Executive. We were in Omaha, Nebraska several years ago to meet with a Fortune 500 sales client, and I was to give a presentation sharing insights into decision-making and the changing family dynamics in U.S. households. The evening before the presentation, my colleague and...

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