Insight

An observation about people that helps you understand the user or their needs from a new perspective

Why it matters

An observation says what happened; an insight says why it keeps happening — and only the second changes what you build. The test is generativity: a real insight suggests features you had not considered; a restated statistic suggests nothing.

Related terms

Apprenticeships
Data-Driven Design
Design Research
Qualitative research
Usability Study

Go deeper in Learn UX

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