# Insight: what it is and how it works · Zorraquino
> An insight is a relevant understanding that connects evidence and helps to explain a need, a behaviour or a tension.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/insight.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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.

Topics

[Research and insights](https://www.zorraquino.com/en/dictionary/category/investigacion-e-insights)

## Related concepts

- [Buyer persona](https://www.zorraquino.com/en/dictionary/digital-marketing/buyer-persona.html)
- [Willingness to pay](https://www.zorraquino.com/en/dictionary/willingness-to-pay)
- [Sentiment analysis](https://www.zorraquino.com/en/dictionary/sentiment-analysis)