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Many conversations on the role of the insights function these days seem to touch on the need to be able to incorporate and make sense of data from a vast range of sources, from ad hoc research to sales figures to demographic trends. 
A recent piece from the Washington Post highlights the value of another type of information – local knowledge – and how food maker Goya is using it to meet the needs of its core Hispanic consumers as well as branching out to draw interest from Indian, Chinese and other immigrant groups. (Extra credit for hanging out at the local money transfer franchise to identify new market segments!)