Light bulb moments. Epiphanies. Electric insights. They're rare. But what if they occurred at the flip of a switch? And what if that let you see and change the future? That's our vision, starting with our plan to rid the $80 billion market research industry of a major problem: its emphasis on scorekeeping at the expense of prediction. E·lec·tric Adjective: Having or producing a sudden sense of thrilling excitement. The insight was electric.