Frame insights effectively

An insight is a deeper understanding that connects multiple research findings together. Unlike a single data point or observation, a meaningful insight reveals patterns and relationships that might not be obvious at first glance. It's like solving a puzzle: you arrange separate pieces of information until a clear picture emerges that explains why users behave the way they do and what it means for your business.

Different stakeholders need differently framed insights: executives want ROI, engineers want specifications, and designers want user context.

In any case, lead with the impact and not the process. Instead of saying "Our analysis of 500 journey maps revealed users struggle with password requirements," frame it as "We're losing $2.4M annually from cart abandonment caused by password creation friction." Use concrete examples and user quotes to make insights tangible. A frustrated user saying, "I just wanted to buy shoes, not create an account," carries more weight than abstract statistics.