Insights are the building blocks of your journeys - a place to house the research and data that your journeys are built upon.

Use this lane to add pains, gains, moments that matter, needs, observations and quick wins so that your journeys are visually impactful and contain the data your teams care about.

Here's how it works:

Add insights to journeys by clicking "+"
- Choose whether you'd like to add insights by:
  - Generating them with AI
  - Creating a new insight
  - Or starting from an existing insight

Generating insights with AI

Insights AI works very similarly to Journey AI - it performs a thematic analysis on your qualitative data to pull out themes, and then those themes are represented in your journey as insights. If you start from the grey title area of your insights lane, and select the "..." menu and then "Insights AI," the insights that are generated will be placed into the correct step of the journey after analysis. If you start from within a step, the AI will create insights from your data just for the chosen step.
Use the field at the top to provide a few sentences about your research questions and the insights you'd like to create.
Select which lane contains customers actions, so the AI will know where to place the insights
Upload qualitative data for analysis.
- Supported file types include TXT, CSV, PDF, and XLSX
- Often, people use interview transcripts, VoC data, open-ended survey data, reviews, focus group data, or any other qualitative data you have.

Click "Create insights"
Next, the AI gets to work, performing a thematic analysis on your data. First, it scans the text to identify key themes, looking for patterns like common frustrations, moments of delight, and emerging trends. Then, it organizes these insights to show how experiences unfold across different stages of the journey. Finally, it places your emergent insights into the proper steps of the final journey map, or into the selected step.

Creating a new insight

Add a summary (the part that will appear in your journey map) in the top left field
Choose a type of insight by clicking "+ Add" next to "Type"
- Options include pain, gain, moment that matters, need, observation, and quick win
- You can also create custom insight types (if this is included in your license plan) in settings, and then select from those here.
Choose a sentiment for this insight by clicking "+ Add" next to "Sentiment"
- Options include positive, negative, and neutral
Assign personas to this insight by clicking "+ Add" next to "Personas"
Add labels by clicking "+ Add" next to "Labels"

Add a data source in the data source field to keep track of where this insight came from (add a link as well, if you like)
Add details in the "Details" tab
- This is a great place to link to dashboards or reports, put in quotes, tables, images, videos, and more, so that the data behind your insights is easy to access.
Add qualitative evidence in the "Evidence" tab
- Here, you can add files, highlight verbatims as evidence, and then refer back to them any time in your journey.
- If you used Journey AI or Insights AI to create any insights, the evidence is automatically added to this tab for traceability
See what other journeys an insight is used in by clicking the "Journeys" tab
Link an insight to recommendations by clicking the "Recommendations" tab, and then "Link recommendation"
- This is important for traceability as well. Once you know something (insights), you'll probably want to change something (recommendations), so by linking your recommendations directly to your insights, you'll always be able to trace back your work to the original research that led you there.
Click "Save"

Start from an existing insight

Search through all insights in your workspace to either reuse or copy and edit an existing insight
You can also filter this list using the filter to the right of the search
Once you find an insight to start from, click it to see a small menu to the right
- Choose "Create a copy" to copy this insight to this journey, and make changes to it here
- Choose "Use and edit existing" to reuse an existing insights - IMPORTANT: Because insights can be reused across multiple journeys and workspaces, any changes you make to this insight will also change this insight in any of its other locations.
Edit your insight
Click "Save"

Guide to Creating Journey Maps in JourneyTrack