# Insight statement · INS-[xx] · [Product] · [Date] **Owner:** [PM] **Status:** Draft / Briefed / Decided / Retired **Linked decision:** [decision log entry] ## The insight in one sentence [User] needs [need] because [explanation of the behavior]. ## Structure - **Who:** [role, context, position in the buying group] - **Observed:** [the behavior, stated as observation, not interpretation] - **Evidence:** [n interviews, usage report, tickets, reviews, with source IDs] - **Because:** [motivation or constraint that explains the behavior] - **Tension:** [what they want] versus [what stops them] - **So we believe:** [implication for the product] - **Confidence:** High / Medium / Low - **What would change our mind:** [specific evidence] ## Quality test | Test | Pass / Fail | Note | |---|---|---| | Non-obvious: the team was not already acting as if this were true | | | | Explains behavior: says why, not only what | | | | Grounded: traces to at least two independent sources | | | | Implies action: a reader knows what to do differently | | | ## Contrary evidence - [What doesn't fit, with source IDs] ## Forward trace | Decision (build / defer / reject) | Requirement IDs | Date | Result when measured | |---|---|---|---| | | | | |