Insights Overview

Overview

Insights is the results section of a Highlight project. It's a row of tabs, each answering a different question about your data: what did people say, which product came out ahead, and which differences actually mean something.

You don't have to wait for your study to close. Insights opens the moment your project is created, and Explore, Scorecard and Crosstabs fill in as responses arrive.

Throughout this article, Products and Product Groups are the labels on a physical product study. On a concept study they read Concepts and Concept Groups.

Where to Find Insights

Insights is one of the top-level tabs on your project, beside Setup. Clicking it lands you on Summary.

Every Insights page has a ? icon beside its title. Click it and that page's help article opens in a new tab.

A Tour of the Tabs

• Summary — an overview of the finished study written by Highlight AI — headline findings, key performance indicators and recommendations, against the objectives set for your project. It's the one tab that waits for data collection to finish.
• Explore — one chart or table per survey question, plus AI summaries of your open-ended answers. This is the tab to live in while responses are arriving.
• Scorecard — a single table of the metrics you've chosen to track, with your products and segments as columns and significant differences marked with letters. One metric per question, so it stays short enough to share.
• Crosstabs — the full breakdown. Every answer option and every metric as a row, your products and segments as columns. Where Scorecard summarises, Crosstabs shows the lot.
• Penalty Analysis — see which attributes are dragging your overall liking down, by comparing scores from people who said something was too much or too little against those who said it was just right.
• Alienation Analysis — thinking of changing a product? Nominate one as Control and one as Test, and see how the same people rated each, so you can weigh the risk of losing the people you already have.
• Reports — generate a slide deck and spreadsheet that recap your research. Create as many as you need; each one is its own file.
• Downloads — take your data out as files: the raw responses CSV, plus photos, videos and any deliverables.
• Tools — where you build the things the other tabs use. Segments group your participants; Product Groups combine several products into one column.

Penalty Analysis and Alienation Analysis sit under an Analysis menu, and each is set up per project. Don't see them? Ask your account manager.

Where to Start

1. Open Explore while responses are still coming in, and watch how each question is going.
2. Under Tools, set up the Segments and Product Groups you'll want as columns. Switch each one from DRAFT to READY, or it won't appear in the selectors.
3. Use the Settings sidebar on the left of the analysis tabs to choose the survey, products and segments you're reading.
4. Open Crosstabs and Scorecard to find out which of the differences you spotted are statistically significant. Crosstabs is live from day one; Scorecard becomes usable once data collection begins.
5. When you have something to present, create a report on Reports and pull the underlying files from Downloads.
6. Once data collection completes, come back to Summary.

Tip: If a number looks lower than you expected, check Full Completes Only in the Settings sidebar. It's on by default for new projects and it's the most common explanation. See Response Types.

Comparing Several Projects

To read more than one project together — waves of the same study, or related studies side by side — a Multi-Project Dashboard puts them into a single set of Insights tabs. Summary is the exception — read a project's summary on the project itself.

Data Security and Privacy

Your results hold survey responses and may include sensitive information. Two articles cover how Highlight handles that: how Highlight protects sensitive data, covering encryption and access controls, and use of AI systems at Highlight, covering where Highlight AI is used and what it's given.

Inside Insights, Highlight AI writes the Summary tab, summarises your open-ended answers on Explore, can prefill a Scorecard, and writes the narrative in a report.