But first: what is Insights?
A business insight combines data and analysis to find meaning in and increase understanding of a situation, resulting in some competitive advantage for your business. This provides more than low-level understanding of an issue, giving you deeper insight into major mechanics related to your particular business. The steps involved in creating business insights include setting the context of the situation and communicating the dilemma clearly to all members of the discussion.
After that, you should be able to state why something actually occurs in reality and potentially uncover some of the motivations that drive consumer behavior related to the insight.