Insight

A term that has become popular in the past few years to describe the benefits of good research and marketing information. Its detailed meaning is not precise - it might refer to the illumination of an issue or problem, to the productive re-formulation of an existing view or perception, or to new knowledge or understanding that makes the way forward clear for the organisation. Its use is ubiquitous and it is now engrained into business structures; departments of 'consumer research' have in many cases become departments of 'consumer insight'.