Transform Your Market Research Data into Actionable Intelligence
What is Insights?
Insights is Highlight's comprehensive market research analytics platform that transforms survey responses into strategic business intelligence. Whether you're testing new products, evaluating customer preferences, or analyzing market trends, Insights provides the tools you need to make data-driven decisions with confidence.
Key Capabilities
Insights offers a complete suite of analytical tools designed for modern market research:
Real-Time Data Exploration
- Explore: Watch survey results stream in with dynamic visualizations
- Interactive bar charts, open-end summaries, and ranking tables
- AI-powered sentiment analysis and topic modeling for open-ended responses (Learn how Highlight uses AI)
- Filter by products, segments, and demographics in real-time
Statistical Analysis & Reporting
- Scorecard: View final results with statistical significance testing
- Crosstabs: Create detailed cross-tabulation tables with confidence levels
- Compare products, segments, and demographics with pair-wise statistical tests
- Export results in a CSV
Advanced Analytics
- Penalty Analysis: Identify which product attributes impact overall satisfaction
- Alienation Analysis: Assess risk of losing customers due to product changes
- Statistical significance testing at multiple confidence levels (80%-99%)
- Scale-adjusted thresholds for consistent analysis across studies
Customization & Organization
- Product Groups: Create custom product combinations for comparative analysis
- Segments: Build flexible respondent filters based on demographics and behaviors
- Draft and Ready states for controlled rollout of configurations
- Real-time respondent count feedback
Automated Reporting
- Instant Reports: Generate comprehensive PowerPoint presentations and Excel spreadsheets
- AI-generated summaries and insights for qualitative data (Learn how Highlight uses AI)
- Customizable report settings by survey, product, and segment
- Report generation with version control
Data Access
- Downloads: Export complete survey data, photos, and videos
- Individual response-level data with unique respondent IDs
- Media files organized by survey and question
- Integration with partner platforms for video analysis
How Insights Works
1. Data Collection
Insights connects seamlessly with your survey platform to collect responses from multiple survey types:
- Trial Surveys (product comparisons)
- Screener Surveys (participant qualification)
- Pre-Trial and Post-Trial Surveys
- Wrap-Up Surveys
2. Real-Time Processing
As responses come in, Insights automatically:
- Processes and categorizes data by question type
- Applies statistical calculations and significance testing
- Generates AI insights for open-ended responses
- Updates visualizations and reports
3. Analysis & Insights
Use our comprehensive toolset to:
- Compare products side-by-side with statistical confidence
- Segment responses by demographics and behaviors
- Track trends and patterns across different groups
4. Action & Sharing
Transform insights into action:
- Generate executive-ready reports instantly
- Export data for further analysis
- Share findings with stakeholders
- Make data-driven product decisions
Getting Started
- Navigate to Insights: Access Insights from your project dashboard
- Start with Explore: View real-time results as surveys are fielded
- Apply Filters: Use Product and Segment selectors to focus your analysis
- Review Statistical Results: Check Scorecard and Crosstabs once surveys close
- Generate Reports: Create Instant Reports for stakeholder presentations
- Export Data: Download raw data and media files for deep-dive analysis
Common Use Cases
Product Development
- Compare multiple product variants to identify winners
- Understand which attributes drive customer satisfaction
- Assess risk of changes to existing products
Market Research
- Analyze demographic preferences and behaviors
- Identify market segments with unique needs
- Track sentiment and emerging themes
Strategic Planning
- Generate executive presentations with statistical backing
- Support go/no-go decisions with data
- Validate product positioning and messaging
Best Practices
- Set Up Segments Early: Create demographic and behavioral segments before analysis begins
- Use Product Groups: Organize products logically for clearer comparisons
- Monitor in Real-Time: Use Explore during fielding to spot early trends
- Leverage AI Features: Let AI surface themes and sentiments from open-ended responses
- Export Regularly: Download data at key milestones for backup and external analysis
Data Security & Privacy
Highlight takes data protection seriously. Learn more about:
- How Highlight protects sensitive data: Our comprehensive approach to data security, encryption, and access controls
- Use of AI systems at Highlight: How we responsibly use AI while protecting your data
Support & Resources
- Knowledge Base: Access detailed guides for each Insights feature
- Video Tutorials: Watch step-by-step walkthroughs of common workflows
- Customer Success: Contact your account manager for personalized training
- Help Center: Submit support tickets for technical assistance
Ready to transform your market research? Start exploring your data with Insights today.