In UX research, the term “insight” is frequently used. If you work in product development or marketing, you’ve likely heard it many times. However, despite its widespread use, “insight” is often confused with another term: “finding.” In the context of UX research, which seeks to deeply understand users’ experiences and improve products or services based on that understanding, what exactly differentiates an “insight” from a “finding”?
What is a Finding?
A finding refers to the direct observations or factual results gathered from research. It focuses on the “what” — the facts about user behaviors, preferences, or usage patterns.These are the surface-level observations you collect during user testing or interviews.
What is an Insight?
An insight goes deeper than a finding. It seeks to answer the “why” behind user actions, uncovering motivations, needs, emotions, and values.Insight is the understanding you derive from the findings, helping you get to the core of why users behave the way they do.
Example:
In a research project, researchers observed several parents preparing ready-made meals for their families. Many of them, despite using convenient, pre-prepared food, were adding their own ingredients, like fresh vegetables or extra spices, before serving. This behavior — the act of adding something extra — is a finding. However, if the focus remains only on this action, the deeper motivation behind it may be overlooked. Simply concluding that adding more ingredients, such as extra potatoes or vegetables, will meet the users’ needs would be an overly simplistic interpretation of their behavior.
Upon deeper understanding, it became clear that these parents weren’t just trying to enhance the flavor. Their true motivation was ensuring that their family saw the meal as healthy and lovingly prepared, rather than something hastily thrown together. Some even expressed a strong desire to avoid the perception that they were “cutting corners” in caring for their loved ones. In fact, they wanted to avoid the feeling that their family might think they were not putting enough effort into the meal.
The insight here is that the motivation extends beyond simply adding ingredients. It’s about giving parents a way to feel they are offering thoughtful and nutritious meals, even when relying on convenience foods. This suggests an opportunity to design products that allow for easy, personalized touches, aligning with both the emotional and practical needs of these users.
The Process of Gaining Insight
The process of generating insight in UX research involves more than just collecting data. It requires analyzing that data deeply to extract meaningful interpretations that guide product development and improvement. Let’s look at the key steps:
Before generating insights, you need to gather extensive findings through research. This includes both qualitative data (such as interviews, observations, and user testing) and quantitative data (such as survey results and usage logs). Collecting diverse data helps provide a more complete picture of the user experience.
Once you’ve gathered the data, the next step is to analyze it in detail. Look for patterns, recurring themes, and unexpected behaviors. These patterns can provide clues about the user’s actions and serve as a starting point for developing deeper insights.
Identifying patterns is not enough. You must also understand the context in which these behaviors occur and the motivations behind them. This stage focuses on the “why” — exploring the reasons behind users’ actions and emotions, which leads to the discovery of insights.
The final step involves using creativity and logical reasoning to turn your findings into actionable insights. By combining data analysis with thoughtful interpretation, UX researchers can uncover users’ true needs and challenges. These insights then become the foundation for meaningful product improvements or innovations.
Conclusion
In UX research, the ability to move beyond surface-level findings to uncover true insights is essential for understanding users’ fundamental needs and motivations.
UX researchers must have not only the skills to collect data but also the ability to interpret the meaning behind that data. The combination of experience, intuition, and analytical thinking is crucial in generating insights that lead to better products and services.
At Uism, we specialize in delivering deep user insights through comprehensive UX research. With a team of experienced researchers from diverse cultural backgrounds, we offer a wide range of perspectives, enabling us to provide actionable insights based on thorough data analysis. Our team is dedicated to delivering tailored solutions that meet your business needs. Feel free to reach out to us for any inquiries or consultation.