# Understanding the types of Insights

The initial step for creating Insights is to select the type of Insight that will best serve your objectives. When choosing an Insight type, you should consider what question you're trying to answer or what decision you need to make. Tellius offers three types of Insights and this guide will help you understand the distinctions between them.

* Key Drivers
* Trend Insights
* Comparison insights

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Tellius also has another type of Insight, called [**Discovery Insight**](/insights-discover/discovery-insights.md), which can be triggered only from Search or Vizpad charts.
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### Key Drivers Insights

#### What are Key Drivers Insights?

Key Drivers Insights identify the main factors that significantly affect your business's performance. It's about understanding which variables or elements have the most significant impact on your results. This could include looking at which features of a product are most appreciated by customers or what marketing channels are yielding the best ROI.

#### When to Use Key Drivers Insights

Use Key Drivers Insights when you aim to:

* Pinpoint critical success factors
* Allocate resources effectively
* Improve product or service features
* Optimize marketing strategies

### Trend Insights

#### What are Trend Insights?

Trend Insights digs into patterns over time. By analyzing trends, you can understand the trajectory of certain metrics, such as sales, user engagement, or website traffic. This insight can help to pinpoint when changes occur and if they are part of a larger upward or downward trend. It's not just about seeing the change but understanding the timing and movement of those changes.

#### When to Use Trend Insights

Opt for Trend Insights when you need to:

* Track performance over time
* Identify seasonal effects or market shifts
* Anticipate future movements in key metrics
* Understand the longevity and sustainability of your strategies

### Comparison Insights

#### What are Comparison Insights?

Comparison Insights are about contrasting different subsets of data to find out why variations occur between them. This could involve comparing the performance of two different user cohorts, products, time periods, or any other segmentable aspect of your data. It’s useful for identifying why one group may be performing better than another and for making informed decisions about where to focus your efforts.

#### When to Use Comparison Insights

Employ Comparison Insights to:

* Analyze performance differences between segments.
* Understand customer behavior across different cohorts.
* Inform product development based on segment-specific feedback.
* Tailor marketing efforts to the most responsive audiences.

Selecting the appropriate insight type is crucial for effective data analysis. Consider what you want to achieve and choose accordingly:

* For impact-focused analysis, use **Key Drivers**.
* For temporal pattern recognition, investigate **Trends**.
* For segment-based differentiation, explore **Comparisons**.

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