When Sherlock Holmes was on a case, he explored the evidence in front of him making connections and using deductive reasoning to uncover insights; to build an accurate picture and understand what was really going on. The answer was never handed to him on a plate. He had to hunt for it.
In business we often do the opposite. We expect someone in a research group to say something and hand us an insight. We pour through data hoping to come across an insight. These aren’t insights, they are pieces of evidence. The true insights exist in the connections and deductive reasoning between these pieces of the puzzle.
To get there, takes deep thought. Skim across the evidence and you won’t uncover what’s really going on.