How to Write Insights that are powerful (Guide + Examples)

I’m adamant about helping you write insights like a pro! This is from my professional experience as a UX researcher of writing insights for 5 years now; trust me… I didn’t do a very good job at it in the beginning either, but with time and lots of practice, I was able to write insights that are powerful.

It won’t hurt to add here that before you carry out your research and wrote your insights, you would need to start with a solid research plan, as it is a document you will need to refer to when deciphering what insight is going to be impactful in answering your research questions.

What is an Insight? 

Let’s get into it, before you understand how to write insights, you first need to know what an insight is. Insights, as I’ve come to understand in my journey as a UX researcher, are like guiding stars in the vast universe of design (just kidding, this isn’t going to be one of THOSE articles). 

Insight is the understanding of people’s needs, behaviors, and expectations. It is the ‘why‘ behind people’s needs, behaviors and expectations. It’s the ‘what‘ you say when your manager asks you ‘So did you learn anything new about our users?).

• An insight is a discovery about human behavior, challenging our assumptions about users and providing knowledge that uncovers core motivations behind user actions. It is integral to UX research, pushing us to question our beliefs, understand the ‘why’ behind the ‘what’ and ‘how’, and design experiences that truly resonate with users.
• Second, an insight challenges our established beliefs about users. As UX researchers, we often start with assumptions. Insights force us to reconsider these assumptions and encourage us to accept unexpected research findings.
• Lastly, an insight reveals the underlying principles that shape our understanding of users. It’s not only about understanding what users do, but also why they do it. This is the real value of insights in UX research. 

“Insights don’t just describe what’s happening, they explain why it’s happening.”

NIKKI ANDERSON

Why do you need to know how to write insights?

Insights offer valuable user information, including needs, challenges, and expectations. This data isn’t assumptive, it’s derived directly from users through UX research and distilled into insightful reports. 

These insights guide us towards effective solutions by identifying areas for improvement, allowing for informed decision-making rather than relying on personal opinions. 

Furthermore, insights increase the persuasiveness of our work. Backed by hard data, our recommendations carry more weight, garnering serious consideration from stakeholders and team members. 

Remember, an insight without action is just a fact. As a UX researcher, your role is to convert these facts into actionable recommendations, a skill that hinges on your ability to write compelling insights.

So, understanding how to write insights isn’t just about presenting reports. It’s about driving change and enhancing the user experience on the back of solid research and effective communication.

Now that we’ve cleared up what an insight isn’t, let’s discuss how to write insights that are not only meaningful but impactful!

How to Write Insights That are not only meaningful but Impactful? 

Writing impactful insights is a skill that can be honed with practice. Here are some guidelines to make your insights more compelling: 

• Be concise. An insight should be a clear and succinct statement that gets to the heart of the matter.
• Be specific. Avoid vague statements. The more precise your insight, the more actionable it will be.
• Focus on the ‘why’. An insightful statement doesn’t just describe a situation, it explains the underlying reasons.

Examples of Impactful Insight Statements 

Now that we’ve covered the theory, let’s look at some examples of impactful insight statements: 

1. “Users are abandoning the signup process because they find it too complicated and time-consuming.”
2. “Customers are not using the search function because they don’t trust its accuracy.”
3. “Users are frustrated with the app’s slow loading time, causing them to abandon their tasks.”
4. How to Write Powerful Insight Statements in UX Research  As a UX researcher, writing insightful statements is a fundamental part of your role. It’s not just about identifying what the problems are, but also understanding why they exist and how they impact the overall user experience. In this post, we’ll take a step-by-step approach to writing compelling insights from
5. “Users are leaving the website before checkout because the process involves too many steps.”
6. “Users are not utilizing the recommended product feature as it’s hidden within the interface.”
7. “Customers are frequently asking for help because the help section is difficult to find.”
8. “Users are more likely to complete their purchase when offered personalized recommendations.”
9. “Site visitors often return to the homepage, indicating they are lost within the site navigation.”

These examples illustrate how insightful statements uncover the ‘why’ behind the data, paving the way for effective and strategic solutions.

How to Spot an Insight 

Good insights do not come out of thin air, they come from asking good interview questions. Don’t try to spot an insight from quantitative data because you will be able to spot the ‘what’ is happening but you will not find the ‘why’.

Spotting an insight is more of an art than a science. It involves sifting through the data, connecting the dots and uncovering hidden truths. When carrying out user research with 3 participants or more I use an affinity mapping technique to spot patterns and trends in the data. Whether you work remotely or face to face always have your affinity map digitized, I use Miro for this. 

Related: 6 Best Design Thinking Tools for 2023.

What is Not an Insight? 

Now that you know where insights come from and how to spot them, it’s crucial to understand what an insight is not. This article by Nikki Anderson sums up what is not an insight pretty succinctly.

1. An insight is not a mere observation. Observations record what is happening, while insights explain the reasons behind it.
2. An insight is not a universally known fact. It’s a unique discovery that reveals something new about your users or your product.

Conclusion

As we wrap up this insightful journey (pun intended), it’s important to take a moment and reflect on the key takeaways. Writing UX research insights is a crucial process in understanding and interpreting user behavior.

It’s an art that transforms raw data into meaningful explanations and valuable suggestions. As a UX researcher myself, I can not stress enough the importance of presenting your findings in a clear and compelling manner. 

Key Takeaways 

1. Develop an Insightful Mindset: Approach every user interaction with the intent of gaining deeper understanding. Remember, every user action or reaction is a clue, pointing you to a potential insight.
2. Document Rigorously: Ensure every detail, no matter how minor, is recorded. Remember, the devil is in the detail and these fine details often hold the key to your most valuable insights.
3. Interpret Wisely: Analysis and interpretation of your data are as critical as the data itself. As a researcher, your skills in distilling complex information into digestible insights will set you apart.
4. Communicate Effectively: Even the most ground-breaking insights are useless if not communicated effectively. Your insights should tell a story, one that resonates with your audience and compels them to take action.

Remember, the goal is not just to write insights, but to make them valuable and compelling. The more your insights resonate with your audience, the more they’ll be able to make informed decisions.

As you continue to hone your skills in writing insights, bear in mind that this is a continuous learning process. You’ll stumble, make mistakes, but with each blunder comes an opportunity for growth. Never shy away from seeking feedback and look for opportunities to learn from fellow researchers. 

As we conclude, I hope this guide serves you well as you navigate the exciting world of UX research. Keep exploring, keep asking questions, keep learning, and most importantly, keep writing those insightful research findings!