insight definition 对洞察的定义
“A single discovery of something enlightening about consumers underlying needs and motivations that we can address to create consumer value and competitive advantage” “一项发现，即发现某事物能引导消费者潜在需求 和动机，我们对其予以满足从而创造消费者价值和 竞争优 and insights 发现和洞察之间的差异
Findings 发现 What the data says people say or do 数据告诉我们人们说些什么或者做些什么 Why? 为什么？ Insights 洞察 Why people say or do things 为什么人们这样说或这样做 Why? 为什么？
Take your work home with you regularly 总是将工作带回家做
Live a life outside the office 生活和办公室分开
Rarely shop groceries 极少去杂货店消费 Rarely get a chance to watch TV (or Ads) 很少找机会看电视(或者广告)
Regularly shop groceries 定期去杂货店消费 Get a supplier to supply ad reels t keep up to date 让供应商提供广告片集景以便主动了解最新的市场信息
INSIGHTFUL 有洞察力的
Listen to your target favorite radio station in the morning
早晨听你目标消费者喜欢的广播电台 Have lots of meetings but build in time to get out of office 有很多会议但总是花些时间到办公室外面去 Read research reports, attend debriefs and regularly meet consumers face to face 阅读调查报告，参加汇报，定期和客户面对面交流 Regularly use your own and competitor products 定期使用你自己的和竞争者的产品
Checklist of insightful behaviors 具有洞察力的行为对照表
AVERAGE 一般的
Listen to your favorite radio station in the morning
早晨听你喜欢的广播电台 Locked in meetings most of the day 一天中大部分时间在开会 Occasionally attend a research debrief or read a research report 偶尔参加一个调查汇报或读一份调查报告 Rarely or only use your own product 极少使用或者仅使用你自己的产品