Insight
A new understanding of why people think or act as they do, which makes a different decision possible.
Why does it matter for a brand?
The word is used so much that it sometimes names any piece of data. For a brand, a useful insight explains a behavior and points to a decision: why someone does not consider the brand, which belief stops the purchase, which need nobody is meeting. An insight without evidence, on the other hand, is a hypothesis, and it should be treated as one before betting a launch or a campaign on it.
How does WAV handle it?
In our reports, no finding goes in without the quote that backs it, with the speaker's profile and the exact minute. We also state whether the idea repeated across groups or appeared only once, so the brand knows how much each finding weighs before deciding. We work with direction and size, not statistical significance.
What should you ask before a study?
- Which quote backs each finding in the report?
- Did the idea repeat across groups or appear only once?
- Which different decision does this finding make possible?
This term is part of the qualitative research glossary, which defines the fifteen terms that come up in any study; it is most closely related to verbatim, saturation and findings report. To see it applied, browse the sample report, built from a fictional study: it is the same format a client receives.