Questions to ask yourself to see if you have a true consumer insight:
1) Is it fresh? Do you feel you are looking at your market/target in a new way, even if the insight is really simple?
2) Is it differentiating? Do you feel you can compare it with other viable alternatives and confidently say it is better?
3) Does it go beyone basic analysis and conventional wisdom? Do you feel you have gone deeper into the market/target?
4)Does it inspire you and others? Does it begin to open up new ways to communicate and allow innovation?
