***THERE IS A PROBLEM WITH THE VIDEO STARTING AROUND 14:30, YOU CAN WATCH ROUND 2 STARTING FROM THERE WITHOUT ANY ISSUES HERE.***
In this video conversation, I discuss:
The five-layer insight question model as a framework to extract progressively deeper, more actionable insights during synthesis.
How AI tools like Breyta can enhance efficiency by surfacing themes across transcripts, but require human interpretation to avoid misdirection or hallucination.
The difference between broad, hard-to-action pain points and layered, specific insights that drive meaningful change.
Strategies to test AI’s usefulness by layering questions tied to stages, products, goals, and user segments.
Key takeaways:
Layered questions make insights more actionable. Using top-level questions like “What are the main pain points?” only gives broad strokes. By layering questions, adding context like journey stage, feature, or goal, you surface insights that teams can actually act on. For example, identifying pain points with a specific booking feature during the consideration stage reveals usability issues the product team can directly address.
AI tools help, but they don’t replace your thinking. Tools like Breyta can accelerate the synthesis process by scanning multiple transcripts and identifying recurring themes. But they don’t do the analysis for you. You still need to critically evaluate what’s surfaced, connect dots, and build context. You’re not outsourcing the insight, you’re speeding up how you get there.
Nuance creates opportunities. Broad findings like “travel schedules are inconvenient” are often not feasible for teams to act on. But when you dig deeper, like discovering that Gen Z values maximizing time at a destination, you can reframe pain points into strategic product opportunities, such as promoting early arrival flights or flexible departure windows.
Efficiency opens the door for creativity. AI helps you explore insights you may not have had time to look into. That “interesting quote” from a few users that would usually get dropped? You can now ask precise questions to explore whether it’s a larger pattern worth surfacing.
Copy-paste is not the goal. Even with AI tools, insight creation remains a deeply human job. The goal isn’t to take what the tool gives you at face value, it’s to use it as a springboard. Combine it with your notes, memory of interviews, secondary research, and strategic lens to shape insights that are not just descriptive, but directive.
The 5-layer template:
Grab the 5-layer insight question template here and try it out with your next project (or with a project you recently did!).
Try Breyta:
Want to try this out on Breyta? You can grab an extended free trial below
Interested in sponsoring the podcast?
Interested in sponsoring or advertising on this podcast? I’m always looking to partner with brands and businesses that align with my audience. Reach out to me at nikki@userresearchacademy.com to learn more about sponsorship opportunities!
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