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Insight is the understanding of a specific cause and effect in a specific context. The term insight
can have several related meanings:
a piece of information
the act or result of understanding the inner nature of things or of seeing intuitively (called
noesis in Greek)
an introspection
the power of acute observation and deduction, penetration, discernment, perception called
intellection or noesis
An insight that manifests itself suddenly, such as understanding how to solve a difficult problem,
is sometimes called by the German word Aha-Erlebnis. The term was coined by the German
psychologist and theoretical linguist Karl Bhler. It is also known as an epiphany.
Psychology
Methods
Specific results
something different occurring in the brain when solving insight versus non-insight problems that
happens right before the solving of the problem.
See also: Eureka effect Evidence for the Aha! effect in EEG studies
Group insight
It was found that groups typically perform better on insight problems (in the form of rebus
puzzles with either helpful or unhelpful clues) than individuals.[13]
insights that occur in the field are typically reported to be associated with a sudden "change in
understanding" and with "seeing connections and contradictions" in the problem.[16] It was also
found that insight in nature differed from insight in the laboratory. For example, insight in nature
was often rather gradual, not sudden, and incubation was not as important.[16]
Animals
Studies on primate cognition have provided evidence of what may be interpreted as insight in
animals. In 1917, Wolfgang Khler published his book The Mentality of Apes, having studied
primates on the island of Tenerife for six years. In one of his experiments, apes were presented
with an insight problem that required the use of objects in new and original ways, in order to win
a prize (usually, some kind of food). He observed that the animals would continuously fail to get
the food, and this process occurred for quite some time; however, rather suddenly, they would
purposefully use the object in the way needed to get the food, as if the realization had occurred
out of nowhere. He interpreted this behavior as something resembling insight in apes.[17]
Theories
There are a number of theories representing insight; at present, no one theory dominates
interpretation.[4]
Dual process theory
According to the dual process theory, there are two systems used to solve problems.[14] The first
involves logical and analytical thought processes based on reason, while the second involves
intuitive and automatic processes based on experience.[14] Research has demonstrated that insight
probably involves both processes; however, the second process is more influential.[14]
Three-process theory
According to the three-process theory, intelligence plays a large role in insight.[18] Specifically,
insight involves three different processes (selective encoding, combination, and comparison),
which require intelligence to apply to problems.[18] Selective encoding is the process of focusing
attention on ideas relevant to a solution, while ignoring features that are irrelevant.[18] Selective
combination is the process of combining the information previously deemed relevant.[18] Finally,
selective comparison is the use of past experience with problems and solutions that are
applicable to the current problem and solution.[18]
Four-stage model
According to the four-stage model of insight, there are four stages to problem solving.[19] First,
the individual prepares to solve a problem.[19] Second, the individual incubates on the problem,
which encompasses trial-and-error, etc.[19] Third, the insight occurs, and the solution is
illuminated.[19] Finally, the verification of the solution to the problem is experienced.[19] Since this
model was proposed, other similar models have been explored that contain two or three similar
stages.[4]
Psychiatry
See also: Egosyntonic and egodystonic, Introspection and Self-awareness
In psychology and psychiatry, insight can mean the ability to recognize one's own mental illness.
[20][21]
This form of insight has multiple dimensions, such as recognizing the need for treatment,
and recognizing consequences of one's behavior as stemming from an illness.[22] A person with
very poor recognition or acknowledgment is referred to as having "poor insight" or "lack of
insight". The most extreme form is anosognosia, the total absence of insight into one's own
mental illness. Many mental illnesses are associated with varying levels of insight. For example,
people with obsessive compulsive disorder and various phobias tend to have relatively good
insight that they have a problem and that their thoughts and/or actions are unreasonable, yet are
compelled to carry out the thoughts and actions regardless.[23] Patients with Alzheimer's disease,
schizophrenia, and various psychotic conditions tend to have very poor awareness that anything
is wrong with them.[24]
"Insight" can also refer to other matters in psychology; problem solving behavior requiring
insight is the subject of insight phenomenology.
An insight is the derivation of a rule which links cause with effect. The mind is a model of the
universe built up from insights.
Thoughts of the mind fall into two categories:
1. Analysis of past experience with the purpose of gaining insight for use within this model
at a later date
2. Simulations of future scenarios using existing insights in the mind model in order to
predict outcomes
A mature mind has assimilated many insights and represents a sophisticated model of the
universe. The mind-model might be inaccurate. When insight is not subordinate to a validation
discipline like the 'scientific method', 'fallacious' thinking can result in a confused mind.
Intuition, which is often described in the popular literature as an alternative thought process, is
merely another manifestation of insight.[25] In this process, multiple bits of seemingly unrelated
data are linked together and a hypothesis or plan of action is generated. Usually this process is
generated in a novel situation. Such a circumstance links data which had previously seemed
unrelated.[26] The categories and analytical process, however, are not distinct from any other form
of insight. The only difference is the degree of novelty of the stimulus.[citation needed]
Religion
The Pali word for "insight" is vipassana, which has been adopted as the name of a kind of
Buddhist mindfulness meditation. Recent research indicates that mindfulness meditation does
facilitate solving of insight problems with dosage of 20 minutes.[27]
Marketing
Pat Conroy,[citation needed] points out that an insight is a statement based on a deep understanding of
your target consumers' attitudes and beliefs, which connect at an emotional level with your
consumer, provoking a clear response (This brand understands me! That is exactly how I feel!
even if they've never thought about it quite like that) which, when leveraged, has the power to
change consumer behavior. Insights must effect a change in consumer behavior that benefits
your brand, leading to the achievement of the marketing objective.[citation needed]
Insights can be based on:
1. Real or perceived weakness to be exploited in competitive product performance or value
2. Attitudinal or perceived barrier in the minds of consumers, regarding your brand
3. Untapped or compelling belief or practice
Insights are most effective when they are/do one of the following:
1. Unexpected
2. Create a disequilibrium
3. Change momentum
4. Exploited via a benefit or point of difference that your brand can deliver
In order to be actionable, as the expression of a consumer truth, an insight as to be stated as an
articulated sentence, containing:[28]
1. An observation or a wish, e.g. "I would like to ...."
2. A motivation explaining the wish, e.g. " because ..."
3. A barrier preventing the consumer from being satisfied with the fulfillment of his/her
motivation, e.g. " but..."
The gap between the second and the third term offers a tension, which constitutes a potential for
a brand. Like there are concept writers for copies, there are insight writers.