Insight
An insight is a deeper understanding of why something happens—going beyond tactics to understand the underlying principles.
While learning a tactic tells you what works in a specific situation, an insight reveals the why behind that tactic. For example, knowing that "adding an expiration date to subject lines increases open rates" is a tactic. Understanding that "creating a sense of urgency increases engagement, but expiration dates lose potency with each use while strong calls-to-action work repeatedly" is an insight.
How do insights emerge?
Insights come from testing multiple related hypotheses and understanding the nuances and context of what works and what doesn't. Each test tells you if a hypothesis is true or false for a specific context. By testing related hypotheses together, you start to understand the deeper principles at play.
In customer interviews, insights emerge from active listening. The quality of listening can mean the difference between an insight that transforms your product's direction and a mediocre interview that adds no new information.
Why do insights matter?
Insights represent accumulated knowledge that teams build over time. Without sharing insights across teams, organizations risk re-learning the same lessons repeatedly.
Learn more:
- Customer Interviews: How to Recruit, What to Ask, and How to Synthesize What You Learn
- Assumption Testing: Everything You Need to Know to Get Started
Related terms:
- Hypothesis
- Opportunity
- Interviewing
Last Updated: October 25, 2025