Research is most useful when people can act on what you learned. Insights reports help you turn highlights from a study, interview, or research file into a clear report for a specific audience. Start with a template or a blank report, then tailor the content to support the decision in front of your team.
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Overview
Insights reports let you turn highlights from Aha! Discovery research into a structured report. You can create a report from a study, interview, or research file, then build it from a template or a blank layout.
There are three report types:
Study insights reports: Aggregate highlights from interviews and research files linked to a study.
Interview insights reports: Capture findings from a single interview.
File insights reports: Capture findings from a single research file.
Reports support components such as highlights, text, links, banner images, and section headers. You can start with a template built for a specific type of analysis or choose Blank report to create your own structure. Select Draft with Elle to generate a first draft from the template and linked research highlights.
After you create a report, you can keep refining it, share it as a secure webpage for people outside your Aha! account, or export it as a PNG image or PDF.
Use Elle to draft an insights report
Elle, the AI assistant, helps you analyze research quickly and turn it into a report your team can use. Start with a template prompt or write your own prompt telling Elle exactly what you want to learn.
After Elle drafts the report, you can open Elle at any time to revise the content of your report. Answer additional questions, incorporate new data, or add visuals such as whiteboards to support your findings.
Create an insights report
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Open the source record you want to use for your insights report:
For a study insights report, open the study and click Insights.
For an interview insights report, open the interview and select Report.
For a file insights report, open the research file and select Report.
Select New report.
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Select a template or choose Blank report.
Templates give you a starting structure for a specific type of analysis. For help choosing one, jump to this section or read this article.
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Choose how to start:
Select Add blank report to build the report yourself.
Select Draft with Elle to generate a first draft from the template and linked research highlights.
If you select Draft with Elle, a pre-written prompt opens. You can revise the prompt before you send it.
Add, move, remove, and edit components until the report fits your audience and purpose.
You can create more than one report from the same source record when different audiences need varying levels of detail or a specific format.
Your changes save automatically, so you can keep updating each report over time.
You can link report content to your roadmap by connecting a highlight to an Aha! goal, initiative, feature, epic, or idea. This helps you connect customer insights directly to product plans. Hover over the insight, then click the Aha! icon to add a Record link.
Choose a template
The template you choose shapes how your findings are organized, so it is worth picking the format that best fits your audience and the product decision you need to support.
Choose the template that best fits the outcome you need. Start with the clearest use case, then edit the report so it reflects your research and supports your decision-making.
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Executive summary: Use this template when you need a concise overview of the most important research findings. It works well for leaders and cross-functional teammates who need the main takeaways quickly.
Best for: sharing a high-level summary of what you learned and what the team should understand next
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Jobs to be done: Use this template when you want to organize research around what customers are trying to accomplish, the obstacles they face, and the outcomes they want.
Best for: clarifying customer needs, shaping product direction, and grounding roadmap decisions in real goals
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Journey map: Use this template when you want to understand an experience across a sequence of steps. It helps you examine what customers are doing, thinking, and feeling at each stage.
Best for: identifying friction points, moments of confusion, and opportunities to improve an end-to-end workflow
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Opportunity solution tree: Use this template when you want to connect customer problems to possible solutions in a more structured way.
Best for: exploring opportunities, comparing possible approaches, and keeping the team focused on customer needs before choosing a solution
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Persona analysis: Use this template when you want to compare patterns across customer types, roles, or segments.
Best for: spotting differences in goals, pain points, and behaviors across the people you serve
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Problem validation: Use this template when you need to confirm whether a problem is important, recurring, and worth solving.
Best for: testing assumptions, gathering evidence, and deciding whether the team should invest further in a problem area
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Product messaging: Use this template when you want to turn research into clearer language about customer needs, value, and positioning.
Best for: refining how you describe a product, feature, or benefit based on what customers actually say
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Voice of the customer: Use this template when you want to highlight direct customer language and recurring themes.
Best for: capturing quotes, patterns, and evidence you can share with the broader team
Choose Blank report when you already know the structure you want, need a format for a specific audience, or want to combine findings in a way that does not fit an existing template.
A template gives you guidance. A blank report gives you full control from the start. In either case, you can keep editing the report after it opens.
Add components
Components help you shape the report around the message you need to share. They make it easier to present findings clearly, add context where it is needed, and connect research to related work in Aha! As your research develops, you can add, move, remove, and edit components so the report stays useful for the audience you are writing for.
Click Add component to add one of the following:
Banner: Add a visual header at the top of the report. Set custom colors so the component matches your brand and the look of the report.
Highlights: Add quotes, learnings, summaries, sentiment, and other highlight types from linked interviews and research files. Drag and drop to rearrange the order of highlights.
Links: Visualize how highlights from your research connect to related roadmap records that are already linked to those highlights.
Section header: Divide the report into clear sections.
Text: Add context, recommendations, or next steps. You can also embed a whiteboard to visualize findings.
When you add highlights, you can choose which ones to include and update the report as new research comes in.
Export an insights report
Share an insights report as a secure webpage when you want to give people access in a browser without inviting them into your Aha! account. Or export the report as an image or PDF when you need a static version for presentations, documents, or offline review.
Open the report you want to share, then click the Export icon in the upper right.
Use the toggle to Show participant names or Hide participant names based on your privacy preferences. When you choose to hide participant names, they are replaced with participant numbers.
Select PNG image or PDF file to save the static report to your computer.