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so with the four points what Im looking for as far as insights go are as follows I want the insight to open the problem wheel and a problem a clean problem statement and the insight just opens it a little bit and provides an escape route we need the insight to remember the audience the audience has to be front of mind when were writing in sites often insights are written with some kind of moralizing a should or sometimes people try to jam in implications or recommendations into an insight I just leave it as a clean sentence where possible where that sentence is representing what is out there whats potentially real and true out there theres no therefore theres no shaming or shooting its just a clean sentence the insight also needs to be useful to the brand like if youve got an interesting sentence thats either come directly from research or that youre combining from various sources of research if it has nothing to do with the brand or the product then its not useful to you an
