Insight
An insight is a relevant understanding that connects evidence and helps to explain a need, a behaviour or a tension
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It goes beyond describing a data point and should guide a decision. For example, observing drop-off on a form is a finding; understanding that people do not know which document is being requested makes it possible to propose an improvement. The interpretation should be traceable back to its evidence.
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