For me an insight is simply deﬁned as understanding ‘why’ rather than the what. Why do
people think the way they think or do the things they do…as opposed to what they
actually end up doing. That said, I also don’t believe there is such a thing as one single
insight – they can come from anywhere-but despite that, It's still about the why rather
than the what.
Head of Planning
Weiden + Kennedy Shanghai