Look for tensions in four key areas: the physiological, the emotional, the cognitive and the environmental to inform your insight statements. Find the frustration that surrounds any given experience, and you will locate the core motivating factors. The key here is not to define a solution but clearly convey how the consumer would like the world to look and feel, what the ideal experience should be.
In market research you can go through the mechanics of detailed analysis and know you have a great insight that can reframe a category, and give you an insurmountable competitive advantage and disrupt the status quo. However, if you do not make it inspirational, a rallying cry for action for your design and innovation teams to develop more surprising and interesting products and services, then all your good insight definition work will fall by the wayside.
Structure your insight statement succinctly in three sentences that command action:. First Sentence — Describe the current situation and the incumbent consumer behavior:. Second Sentence — Describe the dilemma the consumer has and clearly articulate why this is a frustration in their life:.
Third Sentence — Describe the consumers desired end-state, their ideal situation:. Always write in the first person from the consumers perspective to help you connect with them on a deeper emotional level.
Be real, be human, and avoid jargon — remember it is not a sales pitch — keep it objective and honest. This is especially important if you plan on validating your insights with consumers either quantitatively or qualitatively at a later date.
But I find that pictures from my digital camera often stay hidden on my devices because I never have time to print them. I wish there was a way to enjoy them everyday without having to actively play them on my TV or computer.
You know you have a powerful insight when it can be recognized to do the following:. It is easy to get myopic when mining data, synthesizing the findings and crafting insight statements. It is good to remember that new insights are only the beginning, not the end, and form part of a far more significant process.
New insights are terribly difficult to find but critical to unlocking organic growth. They reduce irrelevance and focus you on what is meaningful, setting the foundation for successful product and service development. Think of the insight statement as the question, the idea as the answer, and the resulting product or service as the solution.
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