What do you consider to be "insights"? What makes them meaningful?

I see a lot of other analysts push out insights that feel pretty meh to me, like showing best performing tactics, audiences etc. Was I wrong for expecting there to be more?

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Those sound more like observations? An insight should be something that’s actionable, a “so what” or something that can inspire a creative idea.

likesmarthelpful

Insights are new, fresh 'aha moments' that inspire or activate new thinking about an audience or new actions advertisers can take that better align to intangibles: intent, customer journey stage, satisfaction, etc. It's easy to say this, but it takes a seasoned professional to be able to do it well, and an even more seasoned one to teach it to juniors. Often we leave reporting in the hands of the newcomers and expect them to excel at thinking in a way they never have before.

We recently started having our director of analytics do meet and greets with every onboard in which he gracefully describe this nuance as part of an overview of our capabilities. We've found that more of our strategists and analysts know it's fair to ask "is this an insight or an observation" after being told there's a difference.

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In my experience, insights are the “aha” moment where you learned something about the campaign and you socialize it. What worked? What didn’t? What could we hypothesis about the next test? No matter how big or small the win (even failing can help with wins) the goal is to always get better by learning and growing. If you’re reaching the campaign objectives while learning something new, then it becomes meaningful and more fun. Keep it simple and keep trying new things to get better. God speed.

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A lot of strategists just take a surface level observation and label it an insight (a lá “families are busier than ever” / “people are looking for brands to give them a sense of community”), but I’ve always seen an insight as the missing puzzle piece that connects observation A to observation B. Whether that insight comes from qual or quant research is entirely up to the strategist leading the research, but I think the most important facet of an insight is that it’s not just an observable data point, and instead requires a bit of a leap of faith to actually present something compelling and actionable.

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An insight is NOT a hypothesis. If you started with the insight and went fishing for data to support it, you are doing it wrong.

It should work like this:
1) we think something is happening because of X (this is your hypothesis)
2) you get data (research) or conduct an experiment to support the hypothesis
3) you have a conclusion (either you are right or wrong, or there’s a reason why you can’t know)
THEN
4) insight: so what? In any of the three outcomes you should be able to tell your client something about why they should care about the findings.

That’s your insight.

Anything less is uncivilised.

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100% what freelancer1 said. I don’t even have to elaborate

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Don't overthink the structure. Insights need three things at their core - what happened, why, and next steps.

Sounds like only the first portion is being accounted for with observational callouts.

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An insight is an idea or observation about something that is driving a particular thought or behavior (of a person, family, company, government, etc), but which is not obvious on the surface.

However, once you are aware of the insight, the picture becomes clear and motivation for the behavior suddenly makes sense.

likesmart

Proper insights are a lot of work and no one really appreciates them anyway.

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Not sure it’s an either/or proposition. I consider myself a badass in hands-on data analysis, but I can also stick any message with any client.

There are observations, which cannibalize most insights that aren't.

Insights inform the why behind the what, and implications and recommendations send them to the next level l.

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