An insight is several pieces of evidence saying the same thing. The evidence stays attached, so anyone can check the claim against what was observed.
Say why you believe it
The confidence level is a judgement, not a count. Six records from one usability session is weaker than three records from an interview, a complaint and the analytics. Write the reason: what makes the pattern convincing, and what would change your mind.
- Early signal — limited evidence, or from a single source.
- Developing — repeated evidence, but coverage or source variety is still limited.
- Strong — repeated across several relevant observations and source types.
An insight with no written reason is flagged on its page. A number on its own is not a reason.