Insight cards are a visual output of your analysis. They are collections of the most interesting, relevant and actionable findings in your analysis and are commonly used to present your analysis to stakeholders. They can be customised and downloaded from the insights screen.
In this article:
The anatomy of an insight card
Insight cards contain four primary components:
A title and description
Recommended actions based on the included information - the 'so what' of your insight
Aggregated relative difference representing the collective of all included linguistic features
One or more linguistic features surfaced in the comparison along with their relative difference values
Verbatim examples from the analysed text
Creating new insight cards
New insight cards are created from within the comparison explorer by hovering over a relevant linguistic feature and selecting the lightbulb icon. You'll then be prompted to enter a title and description.
The plus icon allows you to add the discovery to an existing insight card - we recommend grouping related findings together on a single insight to build out themes.
Once an insight card has been created, verbatim examples and recommended actions can be added via the insights screen.
Adding verbatim examples
Including relevant examples from your data set is a useful way to craft narratives from the data. The quote editor allows you to include only the most relevant snippets on your insight cards. You can also include relevant metadata associated with the text to better communicate context to your stakeholders.
From the comparison explorer, click 'View insights' to see a collection of all insight cards created for a particular project
Click ‘Add a quote’ to view a selection of verbatim examples for a particular language element
To include relevant metadata points along with the example from the text, click the cog icon and check the boxes next to the metadata points you wish to include
Click the plus icon next to the verbatim(s) that you wish to add to your insight card.
To specify certain snippets of a comment to include on an insight card, hover over the quote and click the pencil icon to launch the quote editor. Then, click and drag to select the relevant snippets to include. Multiple snippets can be selected. Use the rewind icon or hover over a selected snippet and click the x to undo your changes if needed. Once done, click 'Confirm'.
The quote editor can be moved anywhere on your screen by clicking the three lines and dragging the editor to the desired position.
Actions allow you to communicate the 'so what?' of your insight and make recommendations to stakeholders. The most appropriate action will depend on what you (or your stakeholders) are trying to accomplish.
To add an action, simply click the + button next to 'Actions' near the top of your insight card.
Here are a few ideas:
Testing geography-specific advertising copy
Implementing an escalation process when customers use churn indicative language in live chats with support agents
Updating or adding new buyer personas to support sales and marketing efforts
Launching an advertising campaign that exploits the identified weak points of a competitor
Once completed, you can customise the appearance of insight cards and export them for use in presentations and reports.