Qualitative Insights

User research is all about insights. User research is usually either:

• evaluative - what did we learn from testing out this new product idea? Did it work or not, and if not, why not?
• generative - did we uncover any new opportunities that we weren’t pursuing, but maybe we should be?

Most of the learning is evaluative: we know the problem we’ve been asked to solve, so we’re focused on finding a solution that actually works.  

But we can always uncover things we didn't know - ask "why" a lot.