In Episode 4, we focus on a critical but often overlooked part of the journey-building process: verifying and tagging insights to ensure they drive meaningful action.

Turning data into structure is just the beginning

AI can help you organize unstructured data into structured journeys in seconds, but that’s just the start. Once AI generates insights, human input becomes critical. To fully unlock their value, insights need to be verified and strategically tagged.

Done well, this ensures your journeys:

• Accurately reflect real customer experiences and context

• Are easy to filter, navigate, and act on

• Align with how your teams prioritize and make decisions

In this guide, we’ll break down how to verify and tag insights effectively, so your journeys stay credible, clear, and actionable.

Part 1: Verification: ensuring credibility and clarity

Verification involves thoroughly reviewing AI-generated insights to confirm their accuracy and clarity. This ensures that stakeholders receive reliable and actionable information.

How to prioritize which insights to verify (JM Playbook, Ep. 3 recap)

Focus your effort where it matters most:

• By type: Prioritize pains, followed by needs, gains, and observations

• By journey step: Focus on the most critical decision points

• By insight score: Use AI’s reliability and impact scoring to guide your triage. Learn more about insight scoring.

Your step-by-step verification workflow 

Start with the prioritized insights and follow a consistent review process:

1. Title: Ensure the title clearly reflects the main takeaway

2. Description: Make sure it communicates context and customer impact

3. Quotes: Confirm quotes are accurate, unlink irrelevant ones, and adjust their experience impact

4. Type: Double-check the classification: Pain, Gain, Need, or Observation

5. Experience Impact: Adjust the score if it doesn’t reflect the actual sentiment. More on experience graphs.

6. Owner: Reassign if needed to ensure accountability

Tip: Don’t verify alone. Work with team members who know the customer context best. They’ll help validate what the AI surfaced, spot gaps, and make sure each insight reflects the reality behind the data.

Collaborative verification leads to more relevant, reliable journeys.

Part 2: Tagging: Unlocking strategic value

Tagging is what transforms a verified insight into a strategic asset. Tags help you organize and retrieve insights quickly, and ensure teams can act on them when it counts.

Tag these properties that matter most:

• Status: Track progress (e.g., verified, validated, in review)

• Persona: Attach to relevant personas for targeted insight

• Groups: Link to internal teams or departments to support ownership and cross-functional collaboration

• Global tags: Apply consistent themes across journeys to support filtering, reporting, and strategic questions

Admins can configure available statuses, groups, and global tags in Settings → Taxonomy.

Part 3: Continuous refinement and scaling

Verification and tagging aren’t one-and-done tasks. As new source data is added, AI will continue to update and enrich your insights, so it’s essential that your verification and tagging practices keep pace.

To keep journeys relevant and actionable over time:

• Verify and tag alongside new data: As AI adds insights, apply the same verification and tagging process to maintain quality and consistency

• Refine taxonomy based on real collaboration: Adjust tags, statuses, and groups based on what’s needed to support cross-functional workflows, not just theoretical improvements

• Update statuses as workflows progress: Reflect the latest decisions and execution stages to support alignment

• Reassign owners and groups as responsibilities shift: Keep accountability clear and current

This continuous refinement transforms your journeys into sustainable, strategic assets that grow in tandem with your organization.

Key takeaways: From insight to action

Here’s how to prepare your journeys for action with verification and tagging:

• Prioritization: Start with the insights that matter most

• Verification: Confirm clarity, credibility, and relevance  

• Tagging: Add structure and strategic context to support decision-making

• Continuous refinement: Keep insights up to date and aligned with reality as new data and collaborations emerge

This foundation sets the stage for building more effective, action-ready journeys. We’ll dive deeper into other aspects of the journey in upcoming episodes.

Further exploration

Watch the Episode 4 walkthrough for practical demonstrations of verification and tagging, or revisit earlier topics on defining business challenges and structuring journeys from data.

Start transforming your journeys into powerful, actionable tools today.