One of the worst things that AI is doing to PMMs right now: making pattern recognition look like insight. I've been surprised how many tools give you dozens of "insights" without anything to back it up other than pattern recognition and quotes. Just because something came up multiple times doesn't make it an insight! Please hear me out, we must do better.
00:00 The disconnect between interesting information and decision insights
02:48 Defining decision insights
05:16 Emotional insights in B2C
07:48 The limits of current research tools
10:07 Introducing Aha PMM
12:55 Why decision insights matter today
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