Insights aren’t the product anymore

For a long time, the job was to generate insight. Run the study, build the deck, deliver the answer. But as AI makes analysis faster and easier, that kind of output is everywhere now. And when everything looks like insight, it stops being that useful.

Things are shifting. Not toward more data or more reporting, but toward understanding what actually holds up. What reflects real behavior and what helps you decide what to do next.

Because a lot of what we’ve been calling insight is built on things that don’t quite hold. People trying to remember. Samples that don’t feel real. Systems that sit far away from what people actually do.

We came across The Qualtrics Canary piece and thought it captured this shift well.