Insights must incite. If a fantastic insight falls in the forest and no one hears it, is it still valuable?
What Design brings to research to make it more suitable for innovation is not better research methods.
The creative-thinking and rule-breaking of design does little to improve the reliability of research… what it does bring is a new perspective on the problem:
- Seek more interesting users (extreme people with strong ideas and opinions)
- Ask more surprising questions (to learn the unexpected)
- Look between the lines (discover the latent needs that describe opportunity areas)
- Focus on the future (forget describing what is currently happen, predict what logically comes next)
- Focus on what is actionable (forget describing the entire experience, illuminate what has potential)
- Deliver findings in a compelling way (use visuals to make insights more accessible)
- Design the experience of receiving the insights (no more PowerPoint– get your listeners involved)