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An insight is a deep and valuable understanding of a situation, problem or phenomenon, to understand what customers really want, need or feel. It is a key idea that helps companies better understand their audience and create strategies to emotionally connect with them and meet their needs.

Insights often reveal patterns, trends, relationships or connections that may not be obvious to the naked eye. They can arise through the interpretation of qualitative or quantitative data and can help identify opportunities, solve problems, improve processes or inform strategies.

In marketing, for example, an insight can reveal consumer behavior, market preferences, unmet needs or brand perceptions, which can guide the development of more effective advertising campaigns or the optimization of the customer experience.