The insight story - an in-depth understanding of interpretation of insight among clients and marketing research professionals

Suresh Ramalingam and Aruni Ghosh

The article attempts to define and understand the meaning of `insight’, and what expectations it arouses, in the context of market research.

The insight story – an in-depth understanding of interpretation of insight among clients and marketing research professionals

Suresh RamalingamNielsen Consumer Research, Asia Pacific, India, Middle East, Africa

Aruni GhoshThe Nielsen Company, United Arab Emirates

CONTEXT

'Insight' is an often used and misused term in conversations related to research and marketing, but the interpretation of 'insight' varies from individual to individual. For some it is an interesting piece of information, or a new aspect which they did not know at all, and for some it is simply a number which is more or less than what they actually expected...

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