Why put effort into properly writing down insights about users when you could just quickly jot down the changes needed in your product and share them directly with the rest of the team? Simple. Because a good insight doesn’t only tell you what your users do, but also explains why they do what they do. It's only by understanding the 'why' behind the 'what' that you’ll be able to develop strong, lasting solutions. Nothing beats truly understanding the needs and expectations of your users and having these types of insights will play a major role in helping you create products nthat your users love. Really knowing your users and having an overview of key insights is the ultimate way to impact success metrics such as conversions, activation, loyalty and revenue.
Identifying lasting insights from a study amongst an overwhelming amount of research data can be hard. Distinguish real insights from momentary findings can be even harder. They look alike, but there are some important differences in content, reliability and durability. The decision tree below will help you figure out if you’re talking about an insight that will still hold value in a couple of months or even years or if it’s a perishable finding (i.e. a piece of data that has impact on today’s research questions, but won’t have value after serving that purpose).
Ok, so this thing you found is not something we consider an insight. That doesn’t always mean you shouldn't document it. You should always document findings if any of the following statements applies:
Otherwise… you could still document the finding. But the question will be whether its value will outweigh the time and energy you invest while doing so. Spending more time on documenting real (lasting) insights that will impact future decisions will probably create more value.
You don’t waste time on data that is disposable
Spending your time on documenting findings instead of insights will generate lots of data. But most of the time those findings will lose their meaning when you finish your project or you finally capture enough to make sense of them. That’s because many findings are related to a specific feature or design solution and nowadays products and services change rapidly.
You’ll get the most out of your user research
Insights have the ability to be more lasting and shareable than a list of findings hidden in research reports. When the underlying principle is similar, insights can be relevant for other departments, products and services within your organization, allowing you to have more impact with less research.
You know how to make products that people love (and will keep on loving)
Only once the problem is clear, can you start to think of a viable solution. When you know why users behave the way they do and what they are looking for, formulating the right user requirements or recommendations becomes easy.
This will also help you define the right strategies to develop your product or service in a way that creates the most value to your users.
Insights are the universal and comprehensive learnings distilled from several observations and/or pieces of data. They will allow you to make sense of more than just one use-case or situation.
A good insight describes:
Let’s say you have done some research into people navigating your website. This research led to the following findings:
Also, you’ve done some digging into your analytics:
And you did some desk research about logins:
Combining these findings and questioning the ‘why’ behind them results in the following 2 insights:
These insights are made tangible by formulating the next steps:
Everything in this article boils down to the simple fact that both findings and insights can play a critical role in developing a great product and user experience. However, tying it all together, keeping it all organized and sharing insights with others is still a challenge for most companies. Using a customer insights platform like Reveall can help you do exactly that.
Interested in trying Reveall for free? You can find out more and get a free trial by clicking here.