Customer Insights

Across a variety of industries, insights managers are concerned about the impact they’re having. Evidence suggests that effective insights leaders get traction by employing techniques that increase their odds of success.

How do you find out what people really need? The answer is a hybrid of social science and design planning methodologies. Focus on critical needfinding principles to figure out what’s really going on.

Organizations working to better understand their customers would do well to employ direct observation techniques. But how do these techniques actually work? Here are some guidelines for the novice practitioner.

Today more than ever, business growth requires an ability to see new possibilities, and seeing new possibilities requires new ways of looking at the world. Here’s how to get started.

Business growth today requires new ways of looking at the world, say Sarah Rottenberg and Isabel O’Meara, of design firm Jump Associates in New York. In Rotman Magazine, they offer seven ways to enhance your ability to see new possibilities that do not yet exist.

Here’s a simple equation that leads to new thinking and novel products. But it’s a formula that too few companies have grasped.