Insights

About

In this tutorial you will learn how to generate and qualify insights from customer feedback.

Insights are high-level observations distilled from customer feedback—findings that describe issues or experiences and may call for more profound investigation.

Instead of analyzing the feedback manually, which is tiresome and time-consuming, Timebook equips you with a powerful AI engine that captures and prints the key points for you.

Structure

Types of insights

Insights can be classified into five types:

• Pain – a problem or frustration the customer faces today

• Need – a functional requirement which should be resolved

• Desire – a nice-to-have, albeit not essential thing

• Quote – a customer statement worth preserving

• Idea – a possible solution or suggestion worth investigating

Insight types are not just descriptive: they provide context for AI, allowing for more accurate results.

Card layout

The insight card consists of several sections:

1. Learnings – the key takeaway from the source material.

2. Importance Score – a rating how critical the insight is.

3. Quotes – the verbatim evidence backing the statement.

4. Source – the raw signal from which the learning was pulled from.

Expanded insight card

Generating insights

Features marked with * are restricted to higher plans.

To generate insights, you must first provide raw signal to analyze. Timebook has several entry points for customer data:

1. Feedback tickets – customer feedback created from emails and Slack messages.

2. Interviews – conversations with customers aimed at understanding their needs and pain points.

3. Surveys* – uploadable questionarries with data in structured form.

Feedback tickets

Whenever new feedback comes in, Timebook automatically scans the content, creates a summary, and suggests follow-up items: insights, work items*, or both.

• Insights are high-level objects that can be escalated into opportunities. This may include feature requests, suggestions, and usability pain points to address.

• Work items* are low-level objects that can be immediately picked by the team to work on, e.g. bug reports or accessibility violations.

Reviewed feedback ticket with insight proposition

Interviews & surveys

With interviews and surveys, Timebook skips AI triaging and restricts the outcome exclusively to insights. The process of qualifying remains the same.

Insights distilled from interview

Manual generation

You can also add insights manually using the 'New insight' button. This option is useful for writing down thoughts and quotes that you find worth keeping to work on later.

Manual insight generation

Disabling automatic generation

You can turn off automatic triaging and insight generation in the Feedback tab of your product space settings:

Activation switch for automatic feedback AI triage

Working with insights

Qualification

Every insight needs to be manually qualified before one can further work on it.

• Promoting an insight will map it to an existing opportunity (or create an opportunity if none exists)

• Keeping the insight as informational will change its status to resolved so you can save it to your backlog.

• Declining an insight changes its status to canceled.

If you want to delete the insight entirely, you need to do it manually.

Insight qualification options

You can revert qualification actions by changing the status in the insight's properties:

Types of statuses in insight properties

Management

All insights are collected in the Insights tab of your product space, allowing for quick access to any of them.

You can change the layout to board, list, table, or column by clicking 'Manage view'. For example, you can group insights by their status by selecting 'Item type' as the paremeter:

Insights in table view sorted by type (status)

You can also drag and drop items around, provided the selected grouping parameter allows it:

Dragging insight cards between boards

In the next tutorial, you'll learn how to map insights onto opportunities and carry on with your Product Discovery journey.