Are all insights really insightful

Sometimes it seems that market research is on an endless quest in search of the perfect insight.  All in all that sounds to me like a pretty good use of market research.

So why do some companies come up with better insights than others?

Is it because they have better techniques?  Is it because they have an internal culture that makes more effective use of insights? Or is it just luck? (Never underestimate the role that chance plays in business success).

The answer is some combination of all the above.  Getting the research right is the first step.  That means designing research that digs into the co-creation process with your audience. That requires getting away from the typical focus group and going for more intensive one-on-one sessions with new techniques.

Our friends at Olson-Zaltman have been giving this some thought in their newest newsletter called deepdives_spring09.  Or you can download it from their website.

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