The fundamental aim of market insight research is to discover a truth about the market that has not been exploited before but which, when leveraged, will generate increased profits. Alternatively, market insight can be defined as an attempt to discover a pervasive truth about consumers—their desires and motivations—that can be used to drive their growth. Regardless of methodology, market insights offered by research firms should be credible, actionable, and practical recommendations that will make a real difference to the client.