Just because you’re going to class doesn’t mean you are learning. In the same way, doing research doesn’t mean you have consumer insight. Many companies use the word “insight” to describe anything from shallow morsels of data to completely intangible – and inapplicable – factoids. Insights typically aren’t worth their weight in the thousands of pages they’re printed on.
We don’t collect insights, we craft them. Our process starts by gathering “fodder,” our term for all of the independent quotes, observations and other inputs that we get from the client, end-users and outside sources. Through the Discovery phase, our pool of fodder starts to grow, we can begin making connections. When our intuitions kick in and a pattern emerges from the fodder, we’re able to develop what we call a “hunch.”
Hunches are our initial hypotheses, ideas about what makes end-users tick or areas where value can be created in the market. We test, combine, divide, second guess, challenge and test drive each hunch until we’re sure we’ve found a pure, blemish-free, 24K piece of value.
Finally, you have what we call an insight. Each and every insight is an intentionally crafted statement that describes the end-user, market or other opportunity. While they’re designed to drive ideation and brainstorming, the intentionality and learning behind these insights can inform decision-making well after the conclusion of our project.
Next Step: Strategic Planning