What is consumer insight?
Consumer insight is a flash of understanding on the part of a
marketer regarding an unidentified or unmet need in the
marketplace, or a new/better way to satisfy an existing need.
It is NOT about a product or service, as Mike suggests. It's
about a consumer need that isn't being met as well as it could be.
The marketer's challenge, having recognized the insight, is to find
a way to capitalize on the thinking that identified the need. That
could lead to a product or service, of course, but the insight is
independent of the solution.