Insight Isn’t What You Think It Is
By Sian Kerr – Founder at North from Now
Let’s face it “insight” is one of those words we throw around a lot in strategy, marketing, and product work. We nod when we hear it. We put it in decks. But do we actually know what it means?
Spoiler: it's not just a good quote or a clever stat.
Having worked with hundreds of teams across industries, I’ve learned that real insight is both rarer and more powerful than we think. And understanding it properly can shift the direction of your brand, product, or business entirely.
Here’s how to stop guessing and start getting to real, actionable insight.
1. Insight Is Not an Observation
Let’s get this out of the way first. Just because someone says something interesting in research doesn’t mean it’s insight.
Observation: “Users said they love the idea of budgeting.”Insight: “People want to feel in control of their money, but most budgeting tools make them feel judged and overwhelmed so they avoid them.”
See the difference? One is a quote. The other reveals tension, truth, and opportunity.
2. Real Insight Feels Like a Shift
A proper insight does something to you. It makes you stop and go:"Ohhh… that’s why they’re doing that."
It hits a nerve. It explains a contradiction. It sparks ideas.
In short, it connects the dots in a way that changes how you see the problem.
3. Insight = Truth + Tension + Implication
Here’s the formula we use:
- Truth – A grounded human belief or behavior.
- Tension – The friction or contradiction in that truth.
- Implication – What this unlocks for us: design, comms, product, etc.
Example:
“Parents want to feed their kids healthy food, but when they’re tired, they default to what’s easy.”
→ Truth: They care deeply about nutrition.→ Tension: Time and energy often override their intent.→ Implication: Health needs to also feel easy and automatic.
4. Where Insight Hides (Hint: It’s Not Where You Think)
Most of us listen to what people say. But insight lives in what’s unsaid or contradicted.
Look for:
- Offhand remarks: “I don’t know if this matters but I always...”
- Contradictions: “I know the tool is better, but I keep using the old one.”
- Emotions: frustration, guilt, delight—anything that signals deeper needs.
- Repeated themes across people.
Insight is the quiet whisper between the loud soundbites.
5. Don’t Confuse Assumptions for Insight
“People want convenience.”That’s an assumption. You haven’t earned it yet.
“People say they want convenience, but hesitate to use our app for sensitive tasks because they don’t trust mobile.”
Now that’s insight. It has behavior, contradiction, and direction.
Test your insights:
- Where did it come from?
- What’s the tension?
- Can I back it up with 2–3 examples?
- Could someone disagree with it?
6. One Good Insight Beats 100 Observations
Insight isn’t about volume. It’s about clarity.
Think about Spotify’s legendary shift:
Insight: “People don’t want to search for music—they want music to find them.”That simple idea changed how playlists worked, how the product felt, and drove billions of streams.
7. Want to Make an Impact? Start with Insight
A strong insight can:
- Shift a brand narrative
- Spark a new product idea
- Break through creative blocks
- Help you speak to users in a way that actually resonates
Without it, you’re guessing. With it, you’re designing with understanding.
Final Thought: Insight Isn’t Just Information. It’s Transformation.
If it doesn’t make someone feel, think, or act differently, it’s not insight yet.
So next time you hear a quote, pause. Ask what’s really going on underneath. Look for the tension. And when you find it, share it clearly and powerfully.
Because one real insight can change everything.
AUTHOR BIO: Sian Kerr
Turning insight into strategic action.
As a CX strategist with over 25 years of experience, and a background in psychology, I have worked with some of the world’s most recognisable brands to design and deliver CX programmes that embed emotional insight into business thinking. My grounding in psychology underpins how I design research, interpret emotional drivers, and apply behavioural thinking to CX strategy.
I am passionate about integrating behavioural science and AI tools into CX approaches, helping organisations turn customer emotions into better experiences and commercial outcomes. I help clients unlock the full value of insight and analytics, translating what customers feel into clear direction, confident decisions, and measurable change. My role bridges the gap between insight and action, ensuring that customer understanding drives value-based outcomes.
