TOP TIPS for insight collection

1. Focus on ‘wants’ and ‘needs’

Simply collecting facts is not that useful - focus on the motivations, wants, needs and emotional drivers.

2. In interviews, ask open questions

Use phrases like “What do you think about…?” or “Can you tell me about…”

3. Pauses are good

Give your interviewee plenty of time to speak and listen carefully, especially after long pauses - that’s often when the nuggets come.

4. Ask why, but avoid the word “why?”

It can put people on the spot and sound accusatory. Try phrases like: “Can you expand on that...”

5. Look for hidden clues, beyond the obvious

The best solutions are often hidden under the surface - don’t jump to quick conclusions, study responses carefully, and search for hidden themes.