insight generation process
DESCRIPTION
Insight Generation in a simple 3 step process. This was originally presented to students at Oxford University's Said Business School as part of a two-part series on co-creation that we do every year.TRANSCRIPT
Insight GenerationA co-creation exercise with MBA students at Oxford University Said Business School
Three step process
Personal
Team
Capturing observations
Sharing, enriching and clustering observations
Generating insights that sit behind clusters of observations
(template provided)
Team
Each individual within a team captures on post-it notes their observations from
the morning
The really important point here is that this should be focused on ‘what I have
seen’ & ‘what I have read’ without jumping to any analysis or
interpretation
All considered through the lens of the specific target audience
Capture observations
Cluster observations
Each team member shares with the others their key observations, and
post-it notes should be placed on a flip-chart
Other team members are encouraged to call out and add to observations that
are made, such that observations are enriched, or validated by other team
members
The observations should then be clustered & grouped where the teams
feel that there is common ground
This can either be done as the team goes along or can be done after all the
observations are shared
OUTPUT PER TEAM:
Grouped
observations
on Post Its
Working through each cluster of observations and identifying the underlying consumer truth (the insight) that sits behind them
First of all it is worthwhile confirming why those observations sit together, and coming up with a title for the cluster
Then the most important thing is to relentlessly ask the question ‘why’ – why do people think the way they do or act the way they
do?
WHAT IS THE UNDERLYING TRUTH ABOUT HUMAN NEEDS OR WANTS OR ATTITUDES THAT DRIVES THE BEHAVIOURS
WE SEE
BECAUSE we are trying to understand WHY people do what they do, or think what they think, very often an Insight has a BECAUSE
in it!
Getting to the insight
WHY?
WHY?
Pleasure in food often comes from giving
A simple example
“I heard that for Mum the greatest pleasure she had was
seeing the smile on her children’s face when they were
eating an Ice Cream”
“I heard that for Mum the greatest pleasure she had was
seeing the smile on her children’s face when they were
eating an Ice Cream”
“I heard that for Maria she was at her most happy when her
whole family were sitting down eating a meal she had cooked”
“I heard that for Maria she was at her most happy when her
whole family were sitting down eating a meal she had cooked”
For mums the greatest pleasure comes from providing food for her family BECAUSE it makes her feel like a real mum and is a way of expressing love
for her family
Remember that an insight can take many forms, it could sit on a very
generalised ‘human’ level, or it could be more specific to an environment or the
category
But the most important thing in this context is that it has some kind of
human dimension, and it relates to our specific audience
At this stage it doesn’t need to be beautifully or richly expressed; it
should reflect a basic human truth in a clear and easily understandable way
Getting to the insight
