So what? You’ve assembled a thousand observations. Although it is valuable evidence, this doesn’t make it an insight. Let’s dig deeper.
- Get the people around the table who have actually seen the customers do this a thousand times, or at least, evidence that they have. What exactly have they done? Define the action customers have taken. and make sure you all agree on the definition.
- Ask yourselves, what do these customers have in common? (Be sure you have a clear picture of the target).
- Figure out why you think they’re doing it. (Still not an insight, but getting closer: this is your hypothesis).
- Design an experiment or test to validate what you think. (Go beyond surveys: try it out in the same situation as the customer, or undertake depth research, or even invite them around a table to explain what you’ve observed and ask if they know why).
- Discuss your findings with your team and decide on the best way to use what you’ve learned that will serve your customer.
- Evaluate your concept with a pilot.
No matter how that turns out, there’s an actionable outcome: you’ve got answers that will let you scale the solution, or get off the wrong track. Now that’s an insight!