In market research, an insight is defined as a deep understanding of a market, competition, or consumers. Insights are used to inform strategic decisions and guide marketing initiatives. For luxury brands and healthcare companies, insights are particularly important because they can help identify unmet needs and target underserved segments. Brands often use research that compares their brand to its competitors in order to understand how it is perceived by consumers. It can also provide valuable insights into which features are most important. By using market research to generate insights, brands can make informed decisions that help them stay ahead of the competition.