Q: Are findings and insights the same in user research?
A: No! Here's the skinny:

Findings include articulated observations of things you saw and heard, including body language, tone of voice and facial expression.

• Findings represent key behaviors or attitudes that are seen or observed

• They are our data points. Our quotes, descriptions of who, what, how often, how many, and when, artifacts we collect etc.

• You report on the findings that relate to the research goals directly.

• Findings come before insights --> always.

We analyze and synthesize our data to uncover insights which are interpretations of findings. Insights:

• Often answer the question “what does this mean?” or “why does this matter to [customers/stakeholders]?”

• May conflict with earlier pieces of data in or outside of the study.

• Provide a fresh perspective and reveal hidden truths. They are unarticulated, a-ha’ moments!

• Speak to our audience and are memorable

It is not an insight if:

• Your organization has heard it before

• A participant articulated it

• It's not a new perspective

• It is not grounded in actual data