Creating insights is a central part of stage three of a project in Relative Insight.
This guide will help you make the leap from data to insights with ten useful tips from our expert account managers to help you put together powerful, high impact insights in the platform.
For a step-by-step on how to create insights within your dashboard, click here.
TIP 1: Link back to your questions and objectives 🤔
When building insights, it’s important to always go back to the first stage of the project – the questions. Think about what it is you are trying to achieve. As you explore the analysis, focus on the discoveries that are most relevant to your questions and objective.
TIP 2: Be open-minded 🤯
Relative Insight is not intended to be a search tool, rather our comparison methodology focuses on the discovery of ‘unknown unknowns’ that reveal insights you wouldn't have searched for. Try to avoid going into the data looking to prove or disprove a hypothesis. Instead, keep an open mind and prepare to be surprised!
TIP 3: Utilise insight cards to organise your thoughts 💡
Insight cards help keep your discoveries organised. You can easily add to or create insights from the ‘Explore’ screen using the three dots, and view them from the ‘Insights’ tab. Be sure to give your insight cards a title and description to summarise the insight.
TIP 4: Use all of the language categories
You'll find interesting nuggets of information diffused across the language categories: topics, grammar, phrases, words and emotion. Be sure to utilise all the categories when building insights. We recommend starting with topics, before going through the other categories looking for evidence to support your existing insights, or to create new ones.
TIP 5: Keep going until the picture becomes clear 🔎
Add anything that stands out as interesting to an insight card, even if it doesn’t seem particularly strong initially. As you create more insights, distinct themes and narratives will become clear. You may find certain themes begin to link together. When this is the case, you can merge insights together or simply remove any that are not relevant. Taking this approach will help reveal the entire story behind the data.
TIP 6: Include verbatim examples 💬
Verbatim examples help you understand the context in which a language element is being used, such as whether something is being discussed in a positive or negative way. Context is key for building insights, as you need to understand not just what people are saying but how they are saying it. Access verbatim examples by clicking into the particular language element (word, phrase, topic etc.) to reveal the quotes. You can add these directly to your insight cards to provide additional evidence to support your insight. This can be done by clicking on the lightbulb icon when viewing a verbatim.
TIP 7: Avoid focusing on the degree of relative difference
It may be tempting to focus on the relative difference value when building insights, particularly when it comes to language elements with a high relative difference. It is important to note that all results surfaced in the platform are statistically significant at a 99% confidence level, and thus you can be confident in highlighting even small differences to your colleagues and clients. The results are ordered in the platform based on significance.
TIP 8: Be wary of infinite relative difference ♾️
When you see a relative difference value of ∞, this means that a language element is statistically significant in one language set and completely absent from the other. Be cautious when you see this symbol, as an infinite relative difference does not always mean that the insight is relevant. For example, names and source specific words will often be shown to have an infinite relative difference. Consider a comparison between a Harry Potter book and The Great Gatsby. ‘Gatsby’ would almost certainly surface as having a ∞ relative difference, but this is hardly surprising or insightful.
TIP 9: Create actionable insights 🎬
Once you’ve completed your comparison and built insight cards, the next stage of the project is taking actions. In other words, this is the stage where you take your insights out of the platform to drive results. To build actionable insights, be sure to ask yourself 'What can be done with the information?' and 'How does it contribute to our ability to achieve our overall objective?' as you explore the analysis. You can record your ideas on how to action the insight within the ‘action’ field on the insight cards.
TIP 10: Go beyond the obvious
When building insights and defining actions, ask yourself ‘So what?’ or ‘Has this surprised me?’ to help yourself move beyond the obvious. This can help you take your analysis a step further, moving from what an audience is saying to understanding why they are saying it. For example, if healthcare practitioners are talking about ‘rapid testing’, perhaps they are saying this because they feel that current testing is too slow or that there are so many patients that they need to be able to move faster. The ‘description’ field on an insight card is a great place to capture this thinking.