Einstein said that “not everything that can be counted counts, and not everything that counts can be counted.” This is a great truth that makes perfect sense in the era of big data, framed by the ease of accessing a lot of data, obtaining a lot of information but, at the same time, with the difficulty of detecting the long-awaited insights.

Data, information, and insights are distinct concepts that should not be confused. At the first level are data, quantitative or qualitative, these are unprocessed facts, usually in the form of numbers or texts. Once the data is analyzed and organized in an understandable way, what we can call information is obtained, which is usually presented in a more attractive way.

How insights are generated

The analysis of information and an open vision will allow the generation of insights, which are the true levers of change and generation of value once they are converted into specific actions. The problem is that, on many occasions, insights do not have enough relevance or cannot be activated, remaining only in the realm of ideas.

To approach the process with greater guarantees, it is advisable to start from an open approach on which to apply a series of filters that discard irrelevant information, until the final results are achieved. It is also very useful to transform abstract and isolated data under a humanized perspective, which will make it easier for the information to make sense and be transformed.

Let’s think that the insights that really add value are not only the answer to certain questions, but are those that manage to be activated by generating new brand experiences.

What makes an insight actionable

1. Set a clear goal

When an insight is directly linked to business objectives, it is easier for it to be translated into a specific action. It is easier to interpret and convert those insights that we can link to the indicators or metrics that tell us about the evolution of the business.

2. Provide context

Without an adequate context, insights can remain only in the field of answers due to the difficulty of finding a concrete meaning for them. It is appropriate to approach them from the point of view of the customers, understanding their aspirations in order to be able to ask the most appropriate questions.

3. Segmentation makes action easier

Insights need to be directed to the right people, at the right time, in the right way. But an insight may be relevant to some, but insignificant to others. Therefore, segmenting the audience around shared interests will achieve greater depth of analysis and relevance in the responses. Time and form will make up the rest of the elements in this equation.

4. Build Big Hypotheses

The information must lead to the formulation of clear hypotheses, comprehensible by all to the extent that they can provide real and actionable solutions. It is about finding patterns or relationships between two or more variables, according to previously organized knowledge. They must be formulated in a positive way and their variables must be observable and measurable, in order to be tested. Insights that provide novel answers will be more easily actionable.

5. Communicate effectively

If the team doesn’t understand the insight equally, it’s going to be impossible for it to thrive. The proper visualization of data and messages will help insights to be correctly interpreted, taking control over the information and facilitating decision-making.


Strategy and execution cannot be separated, insights must be activatable to add value to the business. To do this, it will be necessary, on the one hand, for brands to keep their promises and, on the other, for organizations to be able to respond to people’s demands and interests.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock

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