Repeat problems are the root of all insights

An insight is the “aha" moment that emerges from design research.

So how do you uncover insights?

1️⃣ COLLECT PROBLEMS
During rigorous research and customer interviews, you’re going to hear the same types of problems emerge over and over again.

For a local antique shop, these are the kind of pain points you might uncover:

💸 “I love this set, but I can’t justify spending so much.”

🤔 “There’s no one easily available if I have a question about an item.”

🤷🏻‍♀️ “I don’t have a way to bring this furniture home with me today.”

2️⃣ IDENTIFY THEMES
Group similar ideas together and give each group a short label to categorize them.

💛 “Perception of value.”
💛 “Immediate access to help.”
💛 “Lack of moving resources.”

3️⃣ REFRAME THEMES AS STATEMENTS
Rewrite each theme as a short, specific observation (NOT a solution) focused on your target audience.

For example, the 2nd theme around “help” may turn into: “Curious customers have a higher intent to purchase.”

EVALUATE
How do you know when you’ve arrived at a key insight?

🌟 Previously unknown root of a problem
🌟 Grounded in research, not opinion
🌟 Inspires ideas for new solutions

•••

Large consulting agencies can be excellent resources for collecting robust industry level insights.

But if you’re a small business owner, sometimes it’s necessary to uncover your own.