How to score an Insight
Overview
Experience impact scoring lets you assign a value to each insight that reflects how positive or negative that moment is for the customer. These scores drive the experience graph on your journey map — so the more consistently you score your insights, the more meaningful the curve becomes.
Before you start
- Insights should already be mapped to steps in your journey
- You need edit permission on the journey to update insight scores
Steps
1. Open an insight
Go to your journey and open the insight you want to score. You can do this from the journey canvas or from the Insights Library.
2. Set the experience impact
Inside the insight, find the Experience Impact slider. Set it to a value that reflects the customer's experience at that moment.
The scale runs from −2 to +2, in 0.1 increments:
- −2 = severe pain or frustration
- 0 = neutral
- +2 = strong positive moment
A few guidelines for scoring:
- Score pains and gains — these directly reflect the customer experience
- Avoid scoring neutral insight types like needs, jobs, or observations, so they don't add noise to the curve
3. Adjust the weight (optional)
Each insight has a Weight field that controls how much it influences the experience graph. The default is 100%.
Use weight to fine-tune the curve:
- Set weight to 0% to exclude an insight from the calculation entirely — useful for resolved issues or low-confidence data you still want to keep visible
- Leave it at 100% for standard insights that should count equally
- Increase weight for insights backed by strong evidence, like a survey finding with hundreds of responses
4. Add manual notes (optional)
If you have an insight that isn't tied to any uploaded file, you can still contribute to the score by adding a note.
- Open the insight
- Select Add new note
- Enter your note content
- Set the experience impact on the note
Notes contribute to the insight score in the same way as quotes extracted from files.
5. Link or unlink evidence
The score recalculates automatically whenever you add or remove evidence. To adjust which evidence is included:
- Go to the Evidence tab on the insight
- Add quotes or data points that support the score
- Remove any that are irrelevant or incorrect
The Evidence tab contains quotes that directly contribute to the score. The Insight tab shows linked insights that provide context but don't affect the score. Keep this distinction in mind when managing evidence.
Tips
- Score consistently across your team — agree on what a −1 vs. a −2 looks like so comparisons across journeys are meaningful
- You don't need to score every insight, just the ones that reflect direct experience impact (pains and gains)
- Individual quotes can have their own experience impact set — if you want to capture the data without it influencing the curve, set the weight to 0
- The experience graph updates in real time as you score, so you can see the curve take shape as you work