Insight

writing insights well is not an easy task
insights are usually results of Discovery MOC or Research-MOC
is a non-obvious observation grounded in data that explains the "why" behind consumer motivations and human behavior
the goal of every insight statement is to help stakeholders understand users' emotional experiences and inspire well-defined product ideation
Data refers to unanalyzed user observations, findings capture patterns among data points, and insights are the actionable opportunities based on research and business goals.
one of the most important steps to creating an effective insight statement is knowing the information required
Well-structured insight consists is:
- based on actual facts and data and not mere opinions
- inspiring ideas
- helping to understand users' mental models
- written in clear, simple, and precise language
findings are not enough as they don't provide context
user insights typically focus on the user's unmet needs, underlying motivations, and surprising behaviors.
A definition is helpful but knowing what value your insight should deliver in the customer journey is far more essential and makes them directly actionable, building momentum for change.

Insight anatomy

“I saw this” + “I know this” = insight

“I saw this” - user research data gathered through research, ideally from various sources
“I know this” - accumulated life experience, worldview, and meaning for the insight creator(s)
Insight - deep, meaningful, and contextual perception

Be Evidence-Based
Be Visual
Quantify findings. For example, instead of saying more users enjoy browsing on their smartphones, say, "6 out of 10 users enjoy browsing on their mobile phones.

What are your findings
- This is where the most valuable data from finding is stored
Why are they happening
- Articulating the root cause(s) of the discovery
- You can also draw inferences like educated guesses or hypotheses
What is the evidence
What can be done about them