An insight is a revelation. It’s hidden in plain sight – Julian Coles, Strategy Trainer
In femtech, having a groundbreaking idea is only step one. Today’s investors aren’t just looking for cutting-edge technology; they want to see that you genuinely understand your audience. You got away with a quick Google search to bag some angel funding but if you’re looking for money beyond seed, the finance guys want to know that you’ve done more than skim demographics—that you’ve uncovered the deep insights that reveal your users’ true pain points, motivations, and priorities. Demonstrating this level of understanding shows that you’re not just building a product; you’re creating a solution that resonates on a human level.
So, what exactly is an audience insight, and why is it such a critical tool for femtech founders? Let’s break it down.
What is an audience insight?
An audience insight is much more than just a data point or statistic; it’s a glimpse into what truly drives your users. At its essence, an audience insight is a revelation—a powerful understanding of what matters to the people you’re serving. In women’s health, these insights go even deeper, often rooted in complex emotions and personal experiences that aren’t always shared openly.
As strategist Julian Cole says, “An insight is a revelation. It’s hidden in plain sight.” For women’s health, though, these revelations are often buried within untold stories and hidden in places no one is talking about. A woman using a menstrual health app may, on the surface, be tracking symptoms, but what she’s really seeking is clarity about her body and empowerment over her health decisions. This motivation, subtle but powerful, is the kind of insight that can guide every decision about your product’s design, features, and user experience.
Quantitative vs. qualitative data: understanding the “what” vs. the “why”
To gain real audience insights, it’s crucial to understand the roles of both quantitative and qualitative data—and how each plays a unique part in forming a complete picture.
Quantitative data is all about the “what.” It answers questions like:
- How often are users logging in?
- What features are they engaging with most frequently?
- How many users drop off at a certain stage?
This type of data is essential because it provides measurable, concrete answers about user behaviour. Quantitative data lets femtech founders observe trends, assess engagement, and identify basic patterns. For example, it might tell you that users are spending a lot of time on educational content in a menstrual health app. But while it reveals what’s happening, it stops short of answering why.
This is where qualitative data steps in. Qualitative data gives you the “why,” bringing emotional context and depth to the numbers. Through methods like interviews, focus groups, and open-ended surveys, qualitative data explores:
- Why do women choose certain health solutions?
- What emotional factors influence their healthcare choices?
- What frustrations or needs remain unmet?
Unlike the hard figures of quantitative data, qualitative data is richly nuanced, giving a deeper look into the emotions, beliefs, and motivations behind your users’ decisions. It goes beyond surface feedback and delivers structured, research-backed insights that can guide strategic choices. With qualitative data, you’re not just learning what users say; you’re discovering why they feel that way and how you can create products that answer needs they may not even be able to articulate.
Together, quantitative and qualitative data form a powerful partnership: the numbers show you patterns, while insights reveal purpose. Combined, they provide a comprehensive view of your audience that allows you to connect with them in a meaningful way.
Why audience insights matter
A good example of when you need a combination of quantitative and qualitative data is the high customer churn experienced by direct-to-consumer healthtech Zoe. As part of an announcement about cutting staff head-count, the company’s co-founder Tim Spector said that “half” of users only subscribe to Zoe for six to nine months before leaving — and the company was focusing on how to “keep people for years”.
So quantitative data highlights a trend and with qualitative research explains the WHY.
For femtech founders, understanding audience insights is more than just a best practice—it’s a strategic asset that sets the foundation for creating impactful, differentiated products. In women’s health, where needs are personal, nuanced, and often underserved by traditional healthcare solutions, these insights give you the chance to build products that go beyond functionality. When you understand both the “what” and the “why” behind user behaviour, you’re positioned to create something that not only works but resonates deeply.
The benefits of prioritising this level of understanding extend far beyond product design:
- Brand Differentiation: By crafting products that speak directly to the unique needs and values of women, you differentiate your brand in a crowded market. When your product addresses the real pain points women face, it stands out as a solution that is both thoughtful and essential.
- Service Refinement: Deep insights into user motivations and frustrations give you the ability to refine your offerings, ensuring that every feature, interaction, and touchpoint aligns with what truly matters to your audience. This continuous refinement enhances user experience and strengthens long-term engagement.
- Marketing with Impact: When you know your audience on a deeper level, you can create authentic messaging that resonates. You’re not just promoting features; you’re speaking directly to the values, struggles, and priorities of the people you serve. This makes your brand’s story compelling and relevant, drawing users who feel seen and understood.
- Investor Appeal: Ultimately, the time and care you put into understanding your audience create a compelling story for investors. Demonstrating a real connection with your market shows investors that you’ve done the work to go beyond the basics, proving that you’re serious about not just building a product, but meeting a genuine need. Investors are far more likely to support a venture that has clearly identified its market’s core motivations and has the insights to back it up.
Audience insights aren’t just about data—they’re about building relationships, making a difference, and creating products that users can’t imagine living without. When femtech founders lead with insights, they’re not just improving products; they’re setting a new standard for women’s health solutions. And for investors, that’s the kind of vision worth backing.