Insight is knowledge attained. Gathering insights to your customer gives you an edge on the market.
In the age of big data, companies are drowning in information, yet are starved for actionable insights.
Insight definition is the process of extracting knowledge from secondary (existing) and primary (new) sources.
The insight definition process follows three basic questions:
Explore - What might we change?
Prototype - What might we change to?
Build - How might we cause the change?