Insights Explained to My Executive Committee who Still Prefer Gut Feeling

Nicolas Nouchi
Jan 7
3 min read

Updated: Jun 12

Let’s start with the basics : an insight is much more than just a market stat or an isolated number.

It’s a deep understanding, a sharp perception that reveals a meaningful truth about a market, a behavior, or a trend.

To put it simply, if a piece of data tells you "WHAT", an insight reveals the "WHY" and even suggests "HOW TO ACT".

In the world of out-of-home consumption, understanding and interpreting an insight is a subtle art that can make all the difference between a well-informed decision and a shot in the dark.

Here’s, humbly, how to go about it (with a pinch of lightness to keep things digestible).

The Many Flavors of an Insight

In the foodservice world, an insight can take shape through:

Market trends: Beyond raw growth numbers, it’s about understanding why certain segments are booming. For example, the interesting thing isn’t just that Asian cuisine is gaining ground, it’s understanding that this rise taps into a consumer desire for escape, a need to be shaken up, and a new sense of dietary balance.
Consumer preferences: Behind the “snacking boom” lies a deeper transformation of lifestyles and consumption moments.
Operator behaviors: The rise of self-taught entrepreneurs doesn’t just mean “there are more new restaurateurs”, it reveals a shift in the profession and its codes, just like recruitment challenges or the spread of hybrid establishments.
Distributor actions: Their go-to-market strategies are often the first signals of major shifts across the value chain.

Watch Out: Sometimes Insights Are Just Mirages!

Not every insight heralds a lasting revolution. For example, many thought food trucks, dark kitchens, or pasta bars were going to take over the world. But more often than not, reality popped those bubbles.

And that’s the trick : knowing how to tell the difference between a deep trend and a flashy headline.

The Famous “So What?” Question

Reading an insight isn’t about collecting data just to sound smart at dinner parties. The real key is asking: “So what? What does this mean for us?”

Is it an opportunity?
Is it a threat to our business?
Can I (or should I) act on it?

In the end, an insight only has value if you can turn it into action.

How to Properly Read an Insight – Step by Step

Gather relevant information: It starts with mastering what’s observable in your own domain. Are you a manufacturer ? Great! Focus on how your products are used: which formats sell best ? What new uses are emerging ?
Broaden your sources: Get inspired! Trade shows, professional journals, market research, customer feedback, food learning tours... and why not take a detour through Strateg’eat’s blog for some well-lit perspectives with a splash of expertise 😉.
Ask the right questions: What are the major strategic challenges facing your business ? This is your chance to uncover grey areas or missing data.
Share and align with your teams: An insight isn’t something you read alone, hidden away in your office ! Share your observations with your teams to cross-check perspectives and build a strong, unified vision.

In Short: From Data to Insight, a True Art Form

An insight is like a great dish : it’s not the list of ingredients (data) that matters, but how they’re combined and what they reveal once brought together. It’s that chemistry that turns a simple observation into a powerful lever for action.

And if you’re feeling a bit lost in the process, don’t worry.

At Strateg’eat, we’re a bit like insight sommeliers: we taste, we analyze, and we tell you what we think. So if you’re stuck, just reach out.. With decades of experience in reading and interpreting insights, we always have a tasty solution to serve up!