As we plough through past projects, we may find an immediate payback - golden nuggets that are of great interest to senior decision-makers. But if we want to produce a crop that we can harvest year after year, in other words a knowledge base that underpins all our future research and supports multiple business decisions, then we need to cultivate our insight. This requires more time and effort. Don’t worry if that sounds complicated! We’ll describe a way of tackling it in very basic terms with 3 simple steps.