Information is not the same thing as knowledge. Information is just a step up from data, which has no value until you are able to formulate, test and learn from a hypothesis about said data.
Then it becomes knowledge.
Knowledge is not actionable until it becomes insight. This is a transformation brought about by experience and an innate/learned ability to analyze and dissect said knowledge within a broad or specific context. In other words, all knowledge must be plugged into a sort of “mental regression equation” to bounce the dependent variable off a number of independent variables in various scenarios in order to arrive at some sort of worthwhile observation.
This is an insight.
It takes a little bit of the scientific method and a lot of reading between the lines to get to an insight. THEN you might be ready to take action.
We believe insight is essential for profitable decisions in the marketplace. We believe insight is what sets us apart from our peers and competitors.
You can take it from us or from the thousands of new products and small businesses that start and fail each year based on data and information masquerading as an insightful new way to approach the market:
Information does not an insight make.
Marketing Spoonful 