Insight

A true thing about people that the work can act on. Not a fact and not a statistic; the reason a fact matters.

An insight sits one level beneath a finding. The finding: people abandon the form. The insight: they abandon it because it asks for trust before it has given any reason. Findings describe behaviour; insights explain it, and only explanations can be designed against.

The test of a real one is torque: it should make some existing work look suddenly wrong and some unmade work suddenly obvious. If the sentence produces nods and no consequences, it is an observation wearing insight's clothes. One true insight can fund a year of work; most decks contain none.