Data vs. Findings vs. Insights - The Differences Explained

Sara Ramaswamy: Data refers to unanalyzed user observations, findings capture patterns among data points, and insights are the actionable opportunities based on research and business goals. With findings alone, researchers are not able to determine why a pattern was observed or to make recommendations that are right for users and the business. Findings describe patterns in collected data or summaries across it. Insights are focused explanations of what is observed in the scope and scope on user research.