"An observation tells you what. An insight tells you why. Only one of them is useful."

Do this now

Take one thing you've noticed about your audience or problem. Write 'This suggests that…' and finish the sentence. If the ending surprises you slightly, it's probably an insight. Keep asking why until the answer feels true rather than obvious.

Unpack

Insight isn't clever — it's honest. Facts describe. Insights explain. The test is whether it changes what you'd design. If knowing it doesn't shift anything, it's probably just information. Insight comes from looking at what's actually there rather than what you expected to find.

Draw it.

Fast and messy is better than perfect.