As the user experience gradually becomes the focus of designers’ attention, the demand for more insightful insights has also increased. This is the cornerstone of the design and innovation process, a prerequisite for starting the next step, and a catalyst for creating new value for customers.
Insight is a skill that requires creativity and perseverance. It is a basic truth about humans, a new way of looking at the world, and a brand new perspective on consumers through observation of human behavior.
But it should be noted that insight is not data. We can use the five principles of insight: context, dilemma, why, motivation, ideal. Transform research data into actionable insights to stimulate ideas for product development.
Insight is not just based on observation. Observation is a very important point in creating insight, but it absolutely cannot exist alone. It lacks the ‘why’ and ‘motivation’ behind the behavior of consumers. Insight is not a statement of customer needs. Obsess about the outcome people want, don’t merely record their statements of need, and assume you have sights, you likely do not.
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