In user experience research, the journey from a finding to an insight can be transformative. Although both concepts are fundamental to the process of designing and improving products, it’s crucial to understand how they differ in order to make the most of their potential.
Often, a lack of time, a poor choice of research techniques or the pressure to meet expectations leads us to treat findings and insights as similar, or as synonyms; but although they’re related, they aren’t exactly the same.
On the one hand, “findings” are observable, measurable data that emerge during research. They can be quantitative or qualitative and are based on direct evidence gathered through methods such as interviews, surveys, usability tests and data analysis. They help us establish patterns of behavior and attitude; they tell us what users do, so they’re essential, but on their own they don’t offer a deep understanding of the problem or the opportunity.
On the other hand, an “insight” involves a deep understanding and interpretation of the findings to extract broader, more meaningful information. Insight goes beyond concrete data and seeks to understand the patterns, trends and connections underlying the findings.
In the words of Torresburriel: “An insight explains why users behave one way or another. It lets us discover a new view, perception and understanding of the problem.”
Understanding these differences is crucial for effectively analyzing the data gathered during the research process.
How do you identify an insight?
We need to know that this is harder than identifying findings, since it’s a much deeper kind of knowledge that can’t be seen at a glance. The way to get there is to carry out a detailed analysis of the information gathered, trying to dig deeper and not stop at the obvious.
“While findings can tell us what’s wrong or what works, insights tell us why that’s the case and how we can improve it.” (Nielsen Norman Group, 2021)
Extracting insights from findings takes time, experience, the ability to detect the real motive behind each behavior and knowing how to read where the opportunity lies. What users say is one thing; what they think or do is another.
According to Torresburriel, there are 3 basic criteria that tell us we’re looking at an insight:
- An insight is NOT obvious: insights aren’t superficial, and reaching them takes effort and deep analytical work. So if extracting an insight is extremely easy, we’re probably not looking at an insight but at a finding.
- An insight is relevant: an insight should help us understand the design and propose new ideas, improvements and solutions. The nature of an insight is that it’s useful, so we can then decide whether it’s a priority. So if the insight is no use to us, we’re probably not looking at an insight.
- An insight is actionable: Insights should be the engine that inspires and sets new ideas and proposals in motion. If the insight can’t be acted on, then we’re probably not looking at an insight.
Prioritizing insights = business opportunities
Prioritizing the insights you obtain is a very important and relevant issue when making decisions, because we may get a series of valuable insights but be unable to implement them all for lack of resources, time or money.
In this case, it’s essential that we can decide which insight should be acted on first, whether any insight can be tackled later, or whether it simply needs to be discarded or left unactioned.
We must be able to use insights strategically, as tools to connect research with recommendations and opportunities that have a positive impact on the business.
In conclusion, while findings provide the data foundation every piece of research needs, insights are what really drive meaningful improvements in the user experience. By turning data into practical insights, we can design products that are more intuitive, efficient and satisfying for users.
References
* Torres Burriel, D. (2021). *La importancia de interpretar datos en UX*. (https://www.torresburriel.com).
* Nielsen Norman Group. (2021). *From Findings to Insights: Transforming UX Research Data*. (https://www.nngroup.com).
Credits
Hi! I'm a user experience researcher with more than six years in the tech industry. Over that time I've worked on projects in sectors such as banking, fintech, services, and education, among others. I come from a background in social communication, and that's where I began developing a critical, empathetic perspective focused on understanding how people think and feel. Today, my research experience helps me better connect problems with solutions. I'm interested in learning, keeping up with what's new, and continuing to cultivate curiosity.
