--- - |2 Abstract This study takes a novel qualitative approach to the investigation of everyday insight experience. It offers ecological validation to findings principally rendered, prior to this research, from a quantitative, cognitive standpoint. In addition, it considers emotional as well as cognitive components of insight. Participants were given different (or no) definitions of insight to ensure experiences collected did not simply mirror the examples of insight provided. This avoided the circularity problem of previous insight research. With the use of an open‐ended questionnaire (online or hardcopy), first‐hand textual accounts of insight instances were recorded. Data collected from 76 participants were analyzed using an adapted qualitative methodology, Integrative Thematic Analysis. This enabled the researchers to identify themes from the data, building a new typology of insight: Content (Personal, Intellectual, Practical), Process (Social Facilitation, Time Away, Active Search) and Feelings (Positive Feelings, Negative Feelings) aspects of insight. The findings suggest everyday experience of insight reaches beyond cognitive problem solving to include elements related to applied psychology, namely Personal (counseling psychology) and Social Facilitation (occupational psychology). Notably, this study offers examples of negative insight, Uh‐oh moments, for the first time. Future research should focus on the interaction of cognitive and affective components in insight moments. - The Journal of Creative Behavior, Volume 52, Issue 3, Page 201-211, September 2018.