anosognosia, the total absence of insight into one's own mental illness. Many mental illnesses are associated with varying levels of insight. For example, people with obsessive compulsive disorder and various phobias tend to have relatively good insight that they have a problem and that their thoughts and/or actions are unreasonable, yet are compelled to carry out the thoughts and actions regardless. Patients with schizophrenia, and various psychotic conditions tend to have very poor awareness that anything is wrong with them. Psychiatric insight favourably predicts outcomes in cognitive behavioural therapy for psychosis. Today some psychiatrists believe psychiatric medication may contribute to the patient's lack of insight. Spirituality The Pali word for "insight" is vipassana, which has been adopted as the name of a kind of Buddhist mindfulness meditation. Recent research indicates that mindfulness meditation does facilitate solving of insight problems with dosage of 20 minutes. Marketing Pat Conroy points out that an insight is a statement based on a deep understanding of your target consumers' attitudes and beliefs, which connect at an emotional level with your consumer, provoking a clear response (This brand understands me! That is exactly how I feel! — even if they've never thought about it quite like that) which, when leveraged, has the power to change consumer behavior. Insights must effect a change in consumer behavior that benefits your brand, leading to the achievement of the marketing objective. Insights can be based on: Real or perceived weakness to be exploited in competitive product performance or value Attitudinal or perceived barrier in the minds of consumers, regarding your brand Untapped or compelling belief or practice Insights are most effective when they are/do one of the following: Unexpected Create a disequilibrium Change momentum Exploited via a benefit or point of difference that your brand can deliver In order to be actionable, as the expression of a consumer truth, an insight is to be stated as an articulated sentence, containing: An observation or a wish, e.g. "I would like to ...." A motivation explaining the wish, e.g. " because ..." A barrier preventing the consumer from being satisfied with the fulfillment of his/her motivation, e.g. " but..." The gap between the second and the third term offers a tension, which constitutes a potential for a brand. Like there are concept writers for copies, there are insight writers. In technical terminology of insight in market research is the understanding of local