273 - What (Almost) Everyone Gets Wrong About Insights

Hi, we need to talk. This is important.

One of the worst things that AI is doing to PMMs right now: making pattern recognition look like insight. I've been surprised how many tools give you dozens of "insights" without anything to back it up other than pattern recognition and quotes. Just because something came up multiple times doesn't make it an insight! Please hear me out, we must do better.

00:00 The disconnect between interesting information and decision insights

02:48 Defining decision insights

05:16 Emotional insights in B2C

07:48 The limits of current research tools

10:07 Introducing Aha PMM

12:55 Why decision insights matter today

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Aha PMM ⁠blog article⁠

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