Why is "consumer insight" the current buzzword?

While chatting with a friend during a pool party on July 4th, the topic of the consumer insight came up. He was raving how his small firm, 7 eleven, was embracing this concept. Apparently they are going through hundreds of focus groups in order to find the all mighty hidden consumer insight. We'll see how long this buzz lasts.

Much more on this topic here.

cheers