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Given the importance of the subjectively perceived components of insight, the phenomenon is certainly easier to study in humans than in non-human animals, both because of the possibility to report verbally (the subject might describe the suddenness of the solution’s appearance and the emotions involved, but also specific difficulties with aspects of the task, and how close the subject believes he or she is to the solution at any given moment) and the methodology (because of test diversity and the relative ease of applying neuroimaging technology). Bradley, Nigel (2007). Marketing Research: Tools and Techniques. Oxford: Oxford University Press. ISBN 978-0-19-928196-1.

Wallas, inspired by the ideas of Hermann von Helmholtz and Henri Poincare, proposed four stages of progression for a creative process ( Wallas, 1926). Helmholtz, during a banquet held for his 70th birthday in 1891, revealed how he had reached his best ideas; always after first researching a problem in detail, letting it rest, and seeking a pleasant distraction. This way he was often surprised by a solution in the form of a pleasant experience. Wallas named these stages preparation (investigative stage), incubation (temporally discarding the problem from conscious thought), and illumination (the sudden arrival of a new “happy idea”), to which he added a fourth, the verification of the solution. These four stages have been recurrently used as a framework for studying insight in the psychological literature ( Luo and Niki, 2003; Jung-Beeman et al., 2004; Sandkühler and Bhattacharya, 2008; Weisberg, 2013). Although Wallas’ work covers the creative process in rather broad terms, its relevance to the study of insight is remarkable, due to the close proximity and similarity in conceptualization, measures, and processes ( Shen et al., 2017, 2018). In 1925–1926, Wolgang Köhler and Graham Wallas independently published two books that had long lasting effects on the general perception of problem solving: The Mentality of Apes, by Köhler, and The Art of Thoughts, by Wallas. According to the dual-process theory, there are two systems that people use to solve problems. [22] The first involves logical and analytical thought processes based on reason, while the second involves intuitive and automatic processes based on experience. [22] Research has demonstrated that insight probably involves both processes; however, the second process is more influential. [22] Three-process theory [ edit ] Studies based on event-related potentials have so far been able to identify two distinct cognitive processes involved in achieving an insightful event: the breaking down of the impasse (allowing incubation/restructuring) and the formation of new associations prior to the solution ( Luo and Niki, 2003; Luo et al., 2011; Zhao et al., 2013; Shen et al., 2018; it is also described as the enlightenment stage by Wallas, 1926). Pijnenborg, G.H.M.; Spikman, J.M.; Jeronimus, B.F.; Aleman, A. (2012). "Insight in schizophrenia: associations with empathy". European Archives of Psychiatry and Clinical Neuroscience. 263 (4): 299–307. doi: 10.1007/s00406-012-0373-0. PMID 23076736. S2CID 25194328.

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While rodent studies suggest that insight does not require sophisticated cognition, the role of the prefrontal cortex in important insight stages may suggest insightful solutions are more likely to emerge in species that have highly developed and functionally equivalent brain regions ( Shettleworth, 2010, 2012; Call, 2013; Olkowicz et al., 2016; Shen et al., 2018).

Jarman, Matthew S. (2014-07-01). "Quantifying the Qualitative: Measuring the Insight Experience". Creativity Research Journal. 26 (3): 276–288. doi: 10.1080/10400419.2014.929405. ISSN 1040-0419. S2CID 144300757. Hadamard, Jacques (1954) [1945]. An essay on the psychology of invention in the mathematical field. New York, N.Y.: Dover Publ. LCCN 54-4731. The hook bending paradigm is a so-called ill-structured innovation task in which the path to the solution is missing information about how to get from its start to its goal state ( Cutting et al., 2014). Interestingly, children that are seven or older find the entire multistep solution to this problem very suddenly rather than in an incremental way. Notably, the hook bending task has similarly been used to test tool innovation in large brained birds and apes, which show a rather ratchet-like improvement upon solving the task for the first time (rarely failing after first success; Weir, 2002; Bird and Emery, 2009a; Laumer et al., 2017, 2018).a b c Hill, Gillian; Kemp, Shelly M. (2016-02-01). "Uh-Oh! What Have We Missed? A Qualitative Investigation into Everyday Insight Experience" (PDF). The Journal of Creative Behavior. 52 (3): 201–211. doi: 10.1002/jocb.142. ISSN 2162-6057. An impasse is usually followed by an incubation/restructuring stage, which is suspected to constitute the insight’s core ( Wallas, 1926; Sandkühler and Bhattacharya, 2008; Sio and Ormerod, 2009; Cranford and Moss, 2012; Weisberg, 2013). Although restructuring can of course be done consciously ( Weisberg, 2015), it may also happen at a time during which a subject consciously withdraws from the problem at hand ( van Steenburgh et al., 2012; Kounios and Beeman, 2014; Shen et al., 2018). We know that insight-like responses improve when participants take a break after reaching an impasse (or when the task is simply removed from their sight; Kohn and Smith, 2009), regardless of the duration of the break, and particularly when the break is occupied with a different, cognitively demanding task; Segal, 2004).