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The Three Things that Make a Great Insight

What makes a great insight?

Well, there a radio show for that.  Tune into Freakonomics Radio (the radio channel for behavioural economists – yes it exists) and you’ll find the three criteria for a great insight.

Tell Me Something I Don’t Know is an insight quiz show hosted by Freaknomics author Steve Dubner in which researchers share insights – and a panel and audience vote on which insight is the best insight.

The judging criteria for a great insight are that the insight has to be;


  1. Interesting (i.e. specifically, something you didn’t already know – hence the show name)
  2. Worth knowing (i.e. it has value to you (e.g. it helps you do your job))
  3. Demonstrably true (i.e. evidence-based, not an opinion or point of view)

So a good insight is new, useful and true. It sounds simple – even simplistic.  But it’s a good back-pocket check-list to sense-check what your insight department or agency are peddling.


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