By the time an insight is empirical, measured and proven, it is no longer an insight.
Here’s how startup blog defines the term Insight as it pertains to marketing:
A revelation of consumer understanding, which is not currently being leveraged for profit.
It needs to be a revelation to be an insight. If we are leveraging… “The insight of…” – that is the insight everyone agrees on and knows about, we’ll just be swimming in competitive soup.