Insights

Often used as a synonym for “data” or “trends.”

If 11% of Instagram accounts feature pets on skateboards, that is data. If that percentage is up from three years ago when only 4% of Instagram accounts featured pets on skateboards and that figure has been climbing ever since, that is a trend.

If sporting equipment manufacturers use this information to start developing skateboards specifically designed for different types and sizes of pets, that is an insight.

Calling every fact, figure, and trend an insight is an insult not only to actual insights but to the vital roles that facts, figures, and trends perform (see also: Tactics).