Ah, insights, everybody these days talks about insights. A consumer insight is like God – present everywhere but not seen, felt or easily understood. Verbatim judgments, linearly-observed consumer behaviour, or simply aphorisms for life are often passed off as insights. However, to get insights, you need deeper thinking. An insight is what connects the advertising idea to brand attributes via consumer life.

Claudiu Florea, “Sparking Curious Mind” via The Hidden Persuader