The origin of insight is from c. 1200, innsihht, "sight with the 'eyes' of the mind, mental vision, understanding from within," from in (prep.) + sight (n.). But the meaning often seems to be felt as "sight into" (something else), and so the sense shifted to "penetrating understanding into character or hidden nature" (1580s). Similar formation in Dutch inzigt, German einsicht, Danish indsigt.
How do businesses understand what is within customers? Is customer insight unbiased? Gaining insight from customers is where companies need to play and is key to understand the customer decision process. Unbiased insight delivers a clearer understanding of what value means to customers. Removing bias from questions and decision making can be difficult. Artificial Intelligence/Machine Learning can be your mechanism to remove bias while gaining insight. Technology is your friend.
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From the sight within, a non-linear approach, move into meaning