Insight GenerationA co-creation exercise with MBA students atOxford University Said Business School
T hr ee step pr ocess Capturing observations Personal Sharing, enriching and Team clustering observations Generating insights that sit behind clusters of observations Team (template provided)
Capture observations 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
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 TEAM: T PER OUTPU d Groupe This can either be done as the team ations observ Its goes along or can be done after all the t on Pos observations are shared
Getting to the insight 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 WHY? 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? WHY? 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!
A simple example “I heard that for Mum the “I heard that for Maria she was greatest pleasure she had was at her most happy when her seeing the smile on her whole family were sitting down children’s face when they were eating a meal she had cooked” eating an Ice Cream” Pleasure in food often comes from giving 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
Getting to the insight 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