Great companies understand the importance of consumer and market insights. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important to build insights and inform product development. Such introspective views could lead us to missing the point: inspiring people. A two-sided evolution is required. On one side, the insights team needs to upgrade capabilities and provide the best insights; on the other side the R&D team needs to engage with the consumer world, be inspired in their daily work and act upon the insights.