When it’s done right, an insights function doesn’t just analyse numbers. It helps your business move faster, make smarter decisions, and uncover new opportunities.  

Whenever organisations push to innovate, someone inevitably brings up that quote. 

It’s usually meant to shut down research or dismiss consumer input.  

The irony?  

There’s no evidence Henry Ford ever said it. 

So, the real problem isn’t consumer feedback, it’s how we ask and interpret it.