The purpose of insights is to connect head and heart knowledge—information plus inspiration. ... But the best insights reveal behaviors or phenomena and point to solutions or ideas. And because insights are grounded in human needs and desires, they lead to ideas that create value in people's lives.

What are insights and why are they useful?

Customer insights, or consumer insights, are an interpretation of trends in human behaviors that aim to uncover the underlying preferences, frustrations, and motivations of a consumer to increase the effectiveness and relevance of a product or service.

What makes a good insight?

The judging criteria for a great insight are that the insight has to be; Interesting (i.e. specifically, something you didn't already know – hence the show name) Worth knowing (i.e. it has value to you (e.g. it helps you do your job)) Demonstrably true (i.e. evidence-based, not an opinion or point of view)