Motivation and habit
Curiosity gap
Also called Information gap
When people know a little and can see there's more, the gap between what they know and want to know motivates them to close it.
Curiosity isn't strongest when people know nothing. It peaks when they know enough to see what's missing. A teaser that opens a question gets clicks; one that answers it doesn't.
Use it to draw people into features worth discovering: show a preview of the result, the first lines of an answer, or what a feature will tell them once they try it.
In practice
A report that shows three of your ten biggest opportunities and invites you to connect your data for the rest.
Common mistake
Clickbait: opening a gap the content doesn't close. People feel tricked, and learn to ignore your teasers.
Where it comes from
George Loewenstein set out the information gap theory of curiosity in The Psychology of Curiosity (1994).