Discovering your data with associative insights

Associative insights reveals relationships in your data. The Qlik cognitive engine searches your data model for excluded values in a subset of fields. It then highlights those values, so you can explore them.

You can compare the contributions of your selections and excluded values against your measures. In any data set, particularly in complex ones, this can help you uncover blind spots and reveal relationships that you may have missed.


App consumers with the appropriate access rights for an app can use associative insights. They must connect to a Qlik Sense Enterprise or Qlik Core server. They cannot:

Associative insights selections view

When generating insights, Qlik Sense looks at your selections and analyzes the excluded values in your data model. It then highlights data that may be of interest for further exploration. That data is displayed in cards, which can be clicked to provide a more detailed view.

Associative insights selections view

A: Selections

Your currently applied selection or selections. The top list box shows data associated with your current selection. The other list boxes show data excluded from your current selection.

B: App dimensions

The selections that are available to you. By default, only master items are displayed. Select Show fields to show all fields.

C: Measure

The measure that Qlik Sense has selected for insights. You can change the measure in the drop-down menu.

D: Current selection card

This shows the impact of the current selection on the measure. Click on the card to open a new window that shows a more detailed analysis.

E: Insights cards

Insight cards show the impact of the excluded value on your measure. In this case, it shows that one employee (EmployeeName), who is not in Canada (CAN), contributed 37.8% of yearly sales (YearlySales). Purple indicates an insight. Click on a card to reveal the insights details view.

Insights card details view

Associative insights card details view

A: Details view

A detailed view of the currently selected card. Click the chart to see the data in a table. Purple indicates an insight.

B: Insights card

This is your currently selected card. You can select another card, including your current selection card.

Generating insights

Do the following:

  1. In a sheet in your app, click Selections. The Selections window opens. The window contains the Associative insights panel.

  2. Select a value in App dimensions.

    By default, only master items are displayed. Select Show fields to show all fields. You can then select a value from the fields that are shown. For more information, see Using the selections tool.

  3. Click Generate insights.

  4. Cards are shown in the right hand panel. The cards show the effect of your selection on dimensions and measures in your data.

  5. You can change the measure is assessed. Choose a new measure from the Measure drop-down menu.
  6. Click a card to see more information about your associative insight.

You can make or change you selections in the Associative insights window at any time. Make your selections and then click Refresh. The cards will be updated based on your new selections.

Associative insights example: No data left behind

In this example, we use a simple data set to uncover an insight.

Sample data - Associative insights

Do the following:

  1. Here is a view of our app with the Selections window open. We have selected CAN in the Country field. US is colored light gray because it is an alternate selection. The values in the EmployeeID, EmployeeName, and YearlySales fields are white because they are possible values. In other words, they are associated with our selection of CAN.

    the generate insights button

  2. When we click Generate insights, Qlik Sense selects interesting data to show in the associative insights cards. We see that CAN contributes 62.2% to our yearly sales. We also see in the bottom card that one of our employees (or 5% of all EmployeName) is excluded from this selection. This employee contributes 37.8% to our yearly sales. Purple indicates an insight.

    Associative insights with one selection

  3. When we click on card, Qlik Sense shows us a detailed view of the data. It shows how much this excluded employee contributed to yearly sales. Who is this employee? We know they are excluded from our selection of CAN. Click Reveal data for the excluded values.

    Associative insights card detailed view

  4. We now see a table showing information about Kasie, the excluded value from the EmployeeName field. Click Select excluded to apply Kasie as a selection.

    Associative insights card detailed view after clicking Reveal data for the excluded values

  5. We are brought back to the Selections window. Kasie is selected. Values in our former selection of CAN are colored dark gray, because they are now excluded.

    Click Explore selections, and then Generate insights.

    Associative insights with previously excluded values included

  6. Click the EmployeeName card, and you will see an updated insight card details view.

    Detailed view showing Kasie as selected value

Troubleshooting associative insights

I cannot see associative insights

Possible cause  

A script variable is disabling this feature.

Proposed action  

Contact your administrator.

Insights are not available

Possible cause  

Qlik Sense is offline or not connected to a Qlik Sense server.

Proposed action  

Verify that you are online. Log into your Qlik Sense server and try again. If this does not solve the problem, there might be an issue with engine.