Why is a good insight like a refrigerator?

Companies demand insights to help them forge their futures, but there are two very different types of insight possible, low-potency and high-potency.

Why Is a Good Insight Like a Refrigerator?

Jeremy Bullmore

Here is an insight: 'Product satisfaction arises less from inherent construction and performance than from consumers' internalised perceptions of personal utility.'

You may have found it faintly familiar; and – when you finally worked out what it meant – more than faintly obvious. What you won't have found it to be is exhilarating, inspiring, memorable, actionable, evocative. You will not have been tempted to repeat it to colleagues or include it in your next internal newsletter. Certainly, it contains a truth – and an important truth at that; but...

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Insights Team
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