Insights overview
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In this article:
What is an Insight?
Insights are qualitative data about your customers, broken down into bite-sized information ‘nuggets’ that can be used throughout the customer journey. You can gather insights from raw research output like survey data, dashboards, or interview transcripts—any moment you talk with your customers.
Factual vs interpreted insights
An insight can be factual or interpreted. Factual insights are observations, quotes, or trends that are ‘extracted’ from your customer research and free of any assumptions. Interpreted insights are conclusions you’ve drawn about your customer’s experience by translating them into customer needs, jobs, pains, and gains.
Every organization is free to set up its own Insight types in TheyDo. This can be done by all admins and editors.
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TheyDo allows you to bring all your Insights into one place, so everyone can access them at any time. When all Insights are recorded, categorized, and analyzed in the same way, you no longer have to worry about manually searching through years of reports and files scattered across the organization. You’ll also notice the important patterns and won’t overlook important details or draw incorrect conclusions.
How to create an Insight
You can create and manage Insights from a few different places within TheyDo.
Add Insights directly to a Journey: use Insights to show the needs, pain points, etc at every step in the journey. When an Insight is added to a journey, it automatically creates a card with a summary of the Insight. Create an 'Insights' lane in any journey using the '+' button. Add an insight card by clicking '+ Insight' under a step, typing a title, and pressing 'Enter'.
Add Insights to other Insights: add facts (like quotes and observations) to an interpreted Insight (such as a need, pain point, or job) to explain what an interpreted Insight is based on. Click on the Insights tab within an individual Insight and select 'Add Sub-Insight'.
Add Insights to an Opportunity: use Insights to explain what Needs, Pains, or Jobs the Opportunity is meant to address and be able to trace them back later. Click on the Insights tab within an individual Opportunity and select 'Add Insight' to choose or create an Insight.
The Insights card
When creating a new Insight or editing an existing one, it will open up in the side panel where you can view or edit the properties.
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For any Insight you can specify the following properties. Click ‘add property’ to add those that are not immediately visible:
Title: make the title descriptive so your colleagues can understand what it is and easily find it
Description: write a description of your Insight
Type: choose one of the Insight types in TheyDo or specify your own by editing them in your Workspace’s Taxonomy
Status: choose one of the statuses in TheyDo or specify your own by editing them in your Workspace’s Taxonomy
Weight: this indicates how much the Insight’s experience value will impact the experience curve. It acts as a multiplication factor for the experience impact score below.
Experience impact: How positive or negative the Insight impacts the experience curve.
Personas: choose the personas for whom the Insight is relevant and will impact their experience curve
Source: where the Insight came from
Owner: who owns the Insight
Group: choose the group for which the Insight is relevant. These can also be edited in your Workspace’s Taxonomy.
Tags: choose the tags for which the Insight is relevant. These can also be edited in your Workspace’s Taxonomy.
Version information: when the Insight was created and by whom.
Detail tabs: switch between the tabs below to see how Insights are linked to other Building blocks. By linking Insights to other Building Blocks, you can show the connection between your initiatives and the customer needs behind them
- Linked Insights: a list of factual Insights such as quotes, observations, etc that support the Insight (so you can trace back to where an Insight originated)
- Linked Journeys: a list of Journeys the Insight has been linked to
- Linked Opportunities: a list of Opportunities the Insight has been linked to