INSIGHT on INSIGHT: Overview of Designing Insights

Before any insight project can begin, the client needs to think about five dimensions to the project.  How well these are defined and understood will determine how well the project can accomplish something of value.

The better these questions are considered and answered, the better direction the project will take from the start. 

 

What is the purpose of the project? 

Insights exist to drive action.  Without a clear understanding of what those ultimate actions are, the insights will likely ask the wrong questions or not enough questions to create a convincing case for that action to be taken.

Who needs to be understood?

Insights are based on studying a particular population.  Not thinking through whom or how many people need to be studied could result in having great insight on the wrong group or insight that is missing certain segments.

Who is the audience the results should influence?

A single insights project can often deliver perspective to a variety of audiences.  To design the most appropriate approach, analysis and summary, projects need to consider the expectations of an audience that can range from C-suite executives looking at the big picture to graphic designers or product engineers looking for detailed guidance.

What is the scope of the learning plan?

There typically are more questions to be answered than time or money to answer them.  Defining the boundaries of the project will bring focus.  Most projects skew toward either needing broad & shallow learning or narrow & deep learning.  Not having a clear understanding of what needs to be learned tends to produce projects that result in something that is either not broad enough or not deep enough.

What tangible stimuli will this change to generate greater value?

Insights can do everything from feeding into strategy documents or creative briefs to establishing design specifications for product or package updates to crafting a selling story to gain distribution or social media programs to attract shoppers.  A clear understanding of this desired new state will ensure recommendations align with the specific decisions needing to be made.

With a little time for reflection, most projects will morph from the initial thoughts to a more refined approach.  This refinement is critical to making sure the entire insight project is designed toward the most valuable and most needed results.