The fundamental purpose of market insight research is to discover a truth about the market that has not been exploited before, but that, when leveraged, will generate increased profits.
Alternatively, market insight can be defined as the attempt to discover a penetrating truth about consumers: the desires and motivations that can be used to drive their growth.
Regardless of the methodology, the market insights offered by research firms must be reliable, actionable, and practical recommendations that will make a real difference to the customer.