Interview | Insight Is Novel, Actionable, and Valuable

First off, how do you define insight? I define insight as information that has been made actionable. There’s an “aha” factor to it. If the insight is very powerful, it’s probably something that is not immediately obvious; it’s not merely an observation. An insight can transform the way you look at the world around you: […]

Pardon Me, Your Bias Is Showing: How to Avoid Bias in Survey Design

We are all susceptible to bias. Our preferences, upbringings, and experiences all leave us predisposed to thinking and feeling a particular way. The good news is that there are proven ways to either avoid bias in your surveys or, at the very least, minimize its impact on your survey results. Our biases are ingrained in […]

Interview | Market Research Should Strive for Insights, Not Just Information

How would you define insight? Insight is knowledge that makes a difference. Knowledge is ubiquitous in business. For example, sales have gone down this quarter by 5%; our brand awareness in the U.S. is 20% higher than in APAC. These would be just facts and numbers. In and of themselves, there’s nothing wrong with facts […]

eBook | Insights vs. Information: Why Only Insights Have Impact

Insight takes work. It is the catalyst that creates a change in your knowledge and lights the correct path in front of you. Born of experience, it brings together expertise and experience. Where information can only see something from the outside in, insight describes something from the inside out, True insight has at least one […]