The Toyota Prius liftback is the Insight's primary competitor. It gets superior fuel economy, has more interior room, but costs more. The Honda Civic Hybrid has a more spacious interior and stronger engine but lacks the versatile hatchback configuration and costs more. The Toyota Prius C has a lower base price and promise of higher fuel economy, but it's more cramped inside than the Insight. The Ford Fusion Hybrid is much more spacious, efficient and quicker, but is much more expensive.
The Insight, therefore, occupies the low end of the hybrid market for people who want the best fuel economy for the smallest initial outlay. It's a versatile car with seating for five and while it doesn't have the best fuel economy figures of any hybrid, you would never call it a gas guzzler. The Insight is worth a look if you really want do drive a hybrid.