Evidence is one observation: a single thing someone saw, heard or measured. If it contains two ideas, it is two records.
Write what happened, not what it means
“Three participants could not find the stop button” is evidence. “The stop button needs work” is a conclusion — it belongs in an insight, where it can be judged against the observations behind it.
What to fill in
- The observation itself, in a sentence or two.
- A direct quote if you have one. It is the part people remember.
- The source: the study, the ticket, the dashboard, the meeting. Without it, the record cannot be checked.
- Product, theme and audience, so it can be found by someone who was not there.
Reviewing an item says the observation reads soundly. It does not say the source is recorded — a record with no source says so on its page.