What Makes a Good Insight — Part 2: The Mechanics of a Great Insight

by Kendra Copeland

June 16, 2025

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Two women are seated in a modern, minimalistic office meeting room having a conversation. One woman, wearing a dark green blouse and black pants, is sitting on the left side of the white table with an open silver MacBook in front of her and is smiling while listening. The other woman, on the right, is gesturing with both hands and appears to be explaining something; she is wearing a white sleeveless sweater over a light top and brown pants with white sneakers. The room has a mix of navy blue and white walls, grey carpet, and contemporary office chairs. The scene is viewed from slightly outside the doorway, partially framed by a wooden door.

In Part 1, we defined what an insight is and why it matters. Now let’s get into the part that elevates good from great: how to actually craft them.

Great insights don’t just show up in your notes—they’re extracted, refined, and curated with intention. In this post, we’ll break down the mechanics of identifying and writing insights that are useful, accurate, and ready to drive impact.

Where Insights Come From

Insights can be found in nearly every analyst interaction:

Inquiries and briefings
Advisory sessions
Published reports
Events, panels, and interviews
Analyst reactions and tone

Look for moments where the analyst shares a perception, makes a comparison, challenges a strategy, or flags a shift in thinking. Phrases like “I’m starting to think differently about…” or “That’s interesting…” are often signals that an insight is on the horizon.

Crafting a High-Quality Insight

To move from raw notes to a true insight, focus on three things: clarity, context, and categorization.

Clarity: Keep it tight. Bullet points are welcome. Aim for no more than two short paragraphs. If it feels like too much, it probably is.
Content: Make sure the insight can stand on its own weeks or months later. Include just enough detail to make it useful—analyst name, situation, or why it matters.
Categorization: Break long notes into multiple insights by topic, sentiment, or audience. Each insight should have one clear takeaway.

Insight Anatomy Checklist

Before submitting or sharing an insight, ask:

Does it include the analyst’s perception or takeaway?
Is it short and easy to read?
Is there clear sentiment (positive, neutral, or cautionary)?
Is it tagged to the right business area (e.g., Market, GTM, Offering)?
Will someone else know what to do with it?

Tag It Right: Categories and Sentiment

Every insight should be tagged and categorized. This allows you to roll up themes, track trends, and fuel reporting dashboards.

Perception Tags:

Market: Vision, trend alignment, vertical strategy
Offering: Product functionality, service capability (or offering), roadmap, differentiation
Go-to-Market: Messaging resonance, sales strategy
Business: Financial health, growth, leadership
Customers: Satisfaction, support, references
*Limit to two tags per insight.

Sentiment:

Positive: “Ahead of competitors,” “Visionary,” “Differentiator”
Somewhat Positive: Generally good but includes caveats
Neutral: Observational; neither positive nor negative
Somewhat Cautionary: Needs improvement
Cautionary: Critical, concerning feedback
*Sentiment matters—it feeds directly into program reporting.

Tips from the Field

Here’s how the best practitioners keep insight quality high:

Highlight key phrases in real time to revisit later
Copy and paste insight-worthy quotes, then refine them
Block 15 minutes after a call to write while it’s fresh
Submit as you go—don’t wait for the debrief
Don’t overcomplicate—avoid jargon and keep it accessible

How Many Insights Should You Capture?

Think in terms of quality and quantity:

Interviews: 1–2 insights
Briefings: 3–5
Inquiries: 5–10
Advisory Days: 30+

If you’re leaving an hour-long engagement with only one insight, you’re not getting the full value.

Final Thoughts: Good Insights Become Great When They’re Used

The best insights are the ones that don’t just sit in a dashboard. They spark action: a product pivot, a GTM refresh, or a sharper executive narrative.

That’s the magic of mastering both the art and the mechanics—you don’t just capture insights, you activate them. Ready to activate your own? Dive into our Foundations of Strong Insight Writing Guide.

To learn more about Spotlight and how we can help ensure you’re getting the most out of your AR program, contact our team today.

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