Explaining Insights, Tests and Research

Record Types

There are 3 types of "records" on Nela, that you will see if you click the green plus button at the top right. 

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Tests: 

The definition of a test will vary for every industry and purpose. Generally, tests have an objective to discover insights on a certain topic. For example:

• Testing to see if red or green buttons will convert users better on a website.
• Testing two different pricing models to see which one generates the most interest.
• Investigate what users' biggest pain points are.

Research Notes: 

Research notes could be ideas, observations or secondary research you conducted. For example:

• Research on competitors' website designs, as part of the website re-design project in your organisation.
• Researching new digital marketing strategies and their documented successes.

Insights:

An insight is an actionable piece of information that is derived from either qualitative or quantitive data. It usually comes from a test or just general observations or feedback. For example:

• The insight that came out of the test "test if red or green buttons will convert users better on a website" would be "red buttons are shown to convert more than green buttons, especially when the CTA alludes to a sense of urgency".
• Alternatively, it could just come from customer feedback: "One of the main points customers keep raising is the lack of customer support available after-hours."
• It could also be something derived from research, such as analysing competitors' websites and coming up with an insight: "All of our competitors seem to have an introductory discount of 10%."

If you are unsure what is "information" and what is an "insight", the team at Nela believes that insights should inherently have a next action step to it.