Organizing findings to reveal insights

Before insights can emerge, you need a rich collection of findings from multiple sources. Findings include quantitative data (analytics, metrics), qualitative observations (interview quotes, support tickets), and behavioral patterns. Each finding is a clue that might contribute to a larger insight when combined with others.

Organize findings by customer journey stage, theme, or data source. Look for clusters where multiple findings point toward similar issues. A finding about pricing confusion in surveys, another about comparison shopping in analytics, and support tickets about billing questions might cluster around financial transparency concerns.

Document findings without forcing connections. The temptation is to label every interesting finding as an insight, but resist this urge. Instead, build a comprehensive library of findings and let patterns emerge naturally. Quality insights often come from unexpected connections between seemingly unrelated findings.