It’s important to recognize that observations and insights are not the same thing.
Observations are raw data, the gradual accumulation of research information that you have consciously and carefully recorded—exactly the way you way you saw or heard it, with no interpretation.
Insights are the sudden realizations—sometimes described as “Aha!” or “Eureka!” moments—that happen when you interpretthe observations and discover unexpected patterns.
Patterns that reveal gaps between where people are and where they’d ideally like to be—between their current reality and their desires. Rifts between the way something is now and the way people assume it should be.
Wherever there’s tension (observation), there’s a gap. If you can spot the gap (insight), you can fill the void (opportunity).