Data Insights vs Data Points

In marketing research, we work with data all the time. It is important not just to get the data but to understand it and to be able to apply it to your research. When looking at data, you will run into data points and data insights.

Data Points are individual pieces of information, inside a large data set. An example of this would be a singular purchase of a product.

Data Insights are patterns and trends that can be reached to from analyzing a group of data points. Insights are focused explanations of opportunities, based on other user research and business context.

A real-world example would be that a purchase of a button-down shirt on the Ralph Lauren website would be a data point. And the data set would be what are the other items that people purchase with the button-down shirt.

Understanding data could be more important than actually obtaining the data itself, so it is important to understand it to excel in marketing research.