Insight
What is it? A discovery, a deeper understanding, an inspiration, a new perspective, level of understanding or an aha resulting from digging deeper into research findings.
When is it best used? Insights are not a required/expected outcome of every research study. However, insights can be drawn to inform better decisions, new directions and next steps after analysis and synthesis of research findings.
What does it entail? Thorough and thoughtful consideration and interpretation of research findings, often with others who have different perspectives and expertise.
Often goes beyond the how and the what to answer the questions “what does this mean?” or “why does this matter to customers?”
Often unearths the underlying motivations and drivers of the audience that provides a new opportunity for the business/product/service.
It is possible to rationalize the value of the insight with supporting evidence/reasons to believe.
May conflict with earlier pieces of data in or outside of the study.
Provide a fresh perspective and reveal hidden truths
They are often not directly articulated by respondents.
Speak to our audience and are memorable, provide an edge vs competitors, etc.
Interchangeable term: Aha
Used in a sentence: The insights derived from the findings helped the team make different choices about the visual direction for the mobile app.
Visual: No
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Additional resources from Curiosity Tank