Observation vs Insight
Distinguishing Between Raw Data and Innovative Understanding
At work, we recently engaged in a discussion about the distinction between observation and insight. It became evident that within the realm of UX research, there's a tendency to use these terms interchangeably without recognizing their distinct meanings. This article aims to clarify the fundamental difference between an observation and an insight.
While insight stems from observation, it is crucial to note that they are not the same. An observation constitutes raw data derived from what the researcher has seen and heard, essentially stating the facts. Observations serve as the "what" in the data, informing us about the occurrences within the data.
To make well-informed, data-driven decisions, it is imperative to transition from understanding what is happening to grasping the "why" behind the data or observation. An insight involves connecting the dots between data points and elucidating the underlying motivations, beliefs, and mental models. In contrast to observations that merely present facts, insights stimulate a new or reframed understanding, challenging our existing worldview.
An insight is more than a record of something new; it is, in essence, something genuinely innovative. It involves the application of experience and intuition, leading to a moment of discovery—the 'aha' moment.
For instance, consider the following takeaway from a research session:
"When creating an account on [redacted], most participants chose to use their initials rather than their full names."
This statement is an observation as it records what is happening but lacks an explanation for why it is happening. To delve into the motivations behind this behavior, additional in-depth interviews may be conducted. The insights gleaned from these interviews can then be synthesized, bringing a diverse range of experiences to bear on the data and fostering the 'aha' moment through imaginative and iterative idea exploration.
The value of an insight lies in its capacity to lead to new discoveries, offering a fresh perspective on the familiar. It enables us to see things differently and, ultimately, enhances our understanding of the user experience.
References
https://www.qlik.com/blog/insights-vs.-observations
https://senateshj.com/perspective/an-insight-is-so-much-more-than-an-observation/
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