Insights vs. Observations! Difference between Observation and Insight with Simple Real Life Example скачать в хорошем качестве

Insights vs. Observations! Difference between Observation and Insight with Simple Real Life Example

In this video Mat Shore the expert innovation coach describes the difference between Observations and Insights. He explains why one of the simplest and most frequent mistakes we make when generating insights is to mistake facts about the customer for insight into the customer. Interesting discoveries, patterns of behavior and trends are only data points until we understand why they are happening! The single biggest mistake that people make when creating insights is that they are taking observations for insights. Observations are the building blocks of insights but they are ultimately just facts. People enjoy the preparation of food more than the eating sometimes is non insight; it's an observation unless we know why we can't move on to creating a useful value proposition. One of my client told me that they had an insight that people buy less wallpaper paste during a recession and when I asked them why, they said probably because they have less money well maybe or maybe because they're buying and selling less houses and people tend to decorate their houses in order to maximize the value before a sale or decorate their houses after a sale in order to personalize the house to their own tastes maybe painters come into fashion during the recession and wallpaper is seen as just too expensive ultimately someone may have created wallpaper with a self-adhesive backing and now you don't need wallpaper paste at all. The truth is that the first piece of information was just an observation and we need to do a process to synthesize the observation into insight by adding the motivation and desired outcome that hides behind that piece of data and how do we do that well. What we do is we do an insight synthesis workshop we collect together those observations that there's nothing wrong with them as the start point. In fact they're incredibly valuable and we can draw that information from all sorts of sources from quantitative studies from trends presentation from forecasts from share data from any kind of useful source of information about the customer and the market and our products but then we need to turn them into insights by adding the motivation and the desired outcome that the customer has and we can only do that initially by creating some hypothesis so we call these first draft insights hypothesis insights because until we've tested and validated them with the customer they're not real validated insights but they do create good stimulus for our conversation with the customer. You can find out more about Insight generation training and coaching at http://www.matshore.com/trainingcoach... SUBSCRIBE TO MatShoreInnovation https://bit.ly/2NQsqdQ MatShoreInnovation SOCIAL   / mat-shore-31374b5     / matshore     / 100011731063795      / @matshoreinnovation   About MatShoreInnovation? Mat Shore is an expert on Innovation having trained 35,000 people worldwide on the subject of Value Propositions and Insights since his company Outside In was founded in 2003. His clients include Philips, Samsung, GE and Citrix. You can find out more about Mat Shore from http://www.matshore.com or subscribe to his other Value Proposition Training Videos at MatShoreInnovation on YouTube.