Abstract:

In this article, we want to illustrate the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative research in facilitating this process. In recent years, the market research industry has fallen in love with the idea of 'insight' and is rapidly rebranding itself as the consumer insights industry. However, in the discourse on insights, increasingly, there seems to be a notion that insights and action are separable.