The insight, and the fallback when there is no consumer truth

An insight is a truth with a tension in it, in the audience's own voice. An observation is not an insight, however true.

Finding it [proven]:

1. Gather candidate truths from the research: what people say, do, avoid, joke and complain about in this category and culture. Note product truths and cultural tensions too.

2. Write each as "I want … because … but …" in the audience's voice. Ask "why" until the answer is uncomfortably honest.

3. Put each through six checks. It passes only if all six hold:

   1. it is a meaning, not a data point or an observation;

   2. it carries a tension;

   3. a competitor couldn't say it as well (the swap check);

   4. people in this market would recognise it ("I've been through exactly that");

   5. the brand can credibly resolve the tension;

   6. ideas come quickly when a creative mind reads it.

4. Keep one.

The fallback (decided): if no consumer truth passes, use the strongest product truth or cultural tension that does, and say so in the project file. Never dress an observation up as an insight.

Example (a tea brand's Ramadan film):

• Fails, an observation: "Most Cairo households drink tea after iftar."

• Passes: "I want my mother to finally sit down after iftar, because she has cooked since noon, but she won't rest until every glass on the table is full."

On a client page the insight is one plain sentence under "What we learned", without the word "insight".

Sources

• Tash Walker, Research Live, "The write stuff" (the "I want … because … but …" form).

• Mark Pollard, 4 Points (ask why until it is uncomfortable, the swap check, and handing it to a creative).

• The Effie 2025 entry guide (insight, not observation).