Abstract:

The final outcome form this paper is a checklist which synthesizes the findings. Using this checklist, a market research professional can evaluate and identify an 'Insight' generated, before communicating to the client and therefore can deliver as per expectations, and helping business decision making. The checklist is a result of understanding 4 aspects: -Understanding client expectations on 'Insight' -Understanding researcher interpretation of 'insight' -The existing gap, if any, between the above two aspects, and finally, -The structure of communication, most acceptable This paper is an attempt to bring the clients and marketing research professionals towards a common understanding of 'Insight' enabling better generation, delivery and communication of 'Insights' and truly become an effective partner in their business success.