What is Insight?
Purpose of this step: To identify provocative, actionable truths that challenge assumptions, explain customer behaviour, and offer the potential to inspire breakthrough ideas.
What is insight?
Insights are the bridge between raw observations and breakthrough strategies. They transform 'what we see' into 'why it matters'—fuelling positioning that resonates deeply and stands apart.
How do we get to insight?
- Collect observations about customer behaviours, pain points, and workarounds that signal unmet need. Signals that hint at underlying pain points, desires, or contradictions include:
- Unexpected behaviours: Key stakeholders using products in unintended ways.
- Workarounds: DIY solutions to overcome product/service limitations.
- Emotional friction: Frustrations, guilt, or aspirations voiced repeatedly.
- Contradictions: Gaps between what customers say and do.
- Turn observations into testable explanations for why the behaviour occurs by asking why repeatedly (5 Whys method). This helps dig deeper.
- Identify Patterns: Look for recurring themes that point to specific groups sharing similar needs or motivations.
- Develop the Insight Hypotheses:
- Identify the audience: Who is experiencing the problem or emotion?
- Describe the current state: What is happening now? What is the emotional or practical pain point?
- Uncover the tension: What is the conflict between what they want and what they feel is possible?
- Reveal the why: What belief, fear, or motivation is driving this tension?
- Frame hypotheses as:
'[Target group] feel [emotion] because [current situation], but [barrier or underlying motivation].' - Land Actionable Insights: Refine hypotheses into insights that meet these criteria:
| Criteria | What It Means |
| Rooted in observation | Backed by real-world data (e.g., surveys, interviews, behavioural analytics). |
| Explanatory, not just descriptive | Answers why it matters, not just what happened. |
| Memorable & repeatable | Simple, human-centric phrasing that sticks (e.g., 'Time poverty drives shortcuts'). |
| Action-inspiring | Sparks clear strategic implications (e.g., 'Simplify meal prep for rushed families'). |
Example:
Insight: Busy parents feel guilty because they prioritise speed over nutrition. Serving these 'compromise meals' leaves them unsatisfied.