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What Is Insight? The Five Principles of Effective, Insight Definition

What is Insight? Teh 5 Principles of Insight Definition.

As customer experiences take center stage so does the need for more profound and compelling insight definition. Insights form the cornerstone of the design and innovation process, a lighthouse for what you should do next, and a catalyst for creating new value for your customers.

The ever-increasing explosion of data puts more knowledge at our fingertips than ever before, but you need to know what to do with it. Otherwise, it is obsolete and ineffective. We see an increasing lack of insight with companies living in an “illusion of knowledge,” drowning in data, insight poor, and failing to turn information into intelligence. Why?

The lack of a shared definition of insight and a common understanding of what an insight is, and is not is one reason. An absence of the methodological rigor required for meaningful insight generation to happen is another. We see organizations frequently struggle to arrive at a standard definition of what an insight is, and a repeatable methodology for finding and articulating them. Trial-and-error prevails, with insight definition relying on a eureka moments for sudden insight and perspective. Most ‘new insights’ we see are unfortunately nothing more than mere observations, reporting what has been seen in-field without any overt action or outcome attached. If we do not have a clear understanding of what ‘insight’ is, how can we possibly use it as a guidepost to define what’s next?

What An Insight Is Not

‘Insight’ has become a horribly misused word, much in the same vein as ‘brand,’ ‘strategy’ and ‘innovation’ have become misused words. So let us first get definitional and restore some meaning to the word by considering what insight is not:

Insight is not data

Why a consumer insight is not data

Data can take many forms, but we have to remember it is just that — data! Alone, it is not an insight, and it does not do your thinking for you. With masses of data at hand the fundamental problem is a lot more essential, how do we mine and analyze the data to reveal insight we can act on. Look at your data holistically and be cautioned against becoming attached to that singular inspiring data point that can drive a swift conclusion. Think holistically. Analyze intensely. Insight definition requires you to take a multi-dimensional view.

An observation is not an insight

The power of acute observation is an incredibly important part of creating new insight but still only one data point to consider and should never stand alone. They are facts that lack the “why” and the “motivation” behind a consumer’s behavior. Never stop short of the hard work involved during the process of insight definition of converting an astute observation in something more meaningful and actionable. Always get to the “why.”

An observation is not a consumer insight

A customer wish or statement of need is not an insight

An Insight is not an articulated statement of need. Insights are less apparent, intangible, latent. A hidden truth that is the result of obsessive digging and sharp perceptivity. Anytime you hear ‘I want’ or ‘I need’ in a statement — step back and pause — as you probably need to dig deeper and understand the motivation, and the why behind ‘the want.’ Articulated needs are ideal for defining features and benefits, but do not lead to insights that have the gravity to topple existing categories and create new ones. Obsess about the outcome people want, don’t merely record their statements of need and assume you have insights, you likely do not.

Insight Definition

Definitions abound about what an insight actually is. But rather than get hung up and belabor the definition of insight we encourage our client partners to define their process of insight definition based on the business impact they want to drive within their own organizations. A definition of insight is helpful but knowing what value your insight should deliver is far more important and makes them actionable, building momentum for change. At THRIVE we look at the insights we craft to deliver the following as a working definition:

– An unrecognized fundamental human truth that reveals the inner nature of things
– A new way of viewing the world that causes us to reexamine existing conventions and challenge the status quo.
– A penetrating observation about human behavior that results in seeing consumers from a fresh perspective.
– A discovery about the underlying motivations that drive people’s actions.

Turning Knowledge into Insight

How to turn knowledge into consumer insight

Casual observation and simply having knowledge is not enough. Insight definition takes work; it’s a skill that requires creativity, persistence, and deep thinking to craft. The most valuable insights come from rigor and serious analysis to translate large amounts of data into concise and compelling findings. Organizations who want to use insights as the platform for organic growth require a process that is both scalable and repeatable so that it can become routinized within the organization with predictable long-term results. Use written insight statements guided by five key principles to turn research data into actionable insight to inspire new ideas for product and service development.

The Five Principles of Insight Definition

Compelling insight statements should show a clear understanding of the target consumer and should be structured around five key principles:

1. Set the Context

Set the context for your insight statement by simply and clearly explaining the background. A simple observation of how people behave in a given situation, what they think, what they feel, but most importantly explain what they are doing and trying to achieve.

2. Communicate the Dilemma

A critical part of insight definition is understanding the barriers that are stopping consumers from achieving what they want to achieve with a given product, service or experience. Dilemmas occur around the territories of values, behaviors, needs, and desires. Look for strong emotions as they happen, when a consumer has a conflict, tension or discomfort. This is where you find those powerful insights that give you the opportunity to create an emotional bond with consumers. Having a well-crafted dilemma is essential to any insight statement, without it there is no problem to solve, and no unmet need calling for a solution.

3. Articulate the Why

An insight statement is a discovery of understanding and the identification of unmet needs to explain why something is happening the way it is. It should be a concise synthesis of the observed behavior, a look at the activity and what is driving it. You must know the reason a consumer is behaving in a particular way, and why it is happening if you are to develop a product or service that can in some way augment the behavior or change it. It is critical step in figuring out how we can help consumers achieve their goals.

4. Capture the Motivation

Discovering the underlying motivations that drive people’s actions is fundamental to insight definition. End-users of a product or service are motivated to change by the tensions that exist in their lives. These manifest themselves as unfulfilled needs they need to satisfy to make a given tension disappear. Look for tensions in four key areas: the physiological, the emotional, the cognitive and the environmental to inform your insight statements. Find the frustration that surrounds any given experience, and you will locate the core motivating factors.

5. Envision the Ideal

The final and fifth principle is ‘Envision the Ideal.’ It is important to describe the desired end-state or situation the consumer is seeking. The key here is not to define a solution but clearly convey how the consumer would like the world to look and feel, what the ideal experience should be. An excellent way to articulate this is to start with the statement “I wish there was,” and envision the ideal situation for the consumer from this perspective.

Language Matters

In market research you can go through the mechanics of detailed analysis and know you have a great insight that can reframe a category, and give you an insurmountable competitive advantage and disrupt the status quo. However, if you do not make it inspirational, a rallying cry for action for your design and innovation teams to develop more surprising and interesting products and services, then all your good insight definition work will fall by the wayside. Think of insight definition as a three sentence journey that takes the reader through the consumer’s situation, frustration, and future desires. Structure your insight statement succinctly in three sentences that command action:

First Sentence – Describe the current situation and the incumbent consumer behavior:

“Having pictures around that instantly remind me of special moments and people, makes me feel good.”

Second Sentence – Describe the dilemma the consumer has and clearly articulate why this is a frustration in their life:

“But I find that pictures from my digital camera often stay hidden on my devices because I never have time to print them.”

Third Sentence – Describe the consumers desired end-state, their ideal situation:

“I wish there was a way to enjoy them everyday without having to actively play them on my TV or computer.”

Always write in the first person from the consumers perspective to help you connect with them on a deeper emotional level. Be real, be human, and avoid jargon — remember it is not a sales pitch — keep it objective and honest. This is especially important if you plan on validating your insights with consumers either quantitatively or qualitatively at a later date. Here are some examples of insight statements THRIVE has developed with our clients across different categories:

“ Having pictures around that instantly remind me of the special moments and people in my life, makes me feel good. But I find that pictures from my digital camera often stay hidden on my devices because I never have time to print them. I wish there was a way to enjoy them everyday without having to actively play them on my TV or computer.”

How Do You Know When You Have A Significant Insight?

You know you have a  powerful insight when it can be recognized to do the following:

– It connects with consumers on an emotional level and elicits the reaction “you obviously understand me.”
– It reexamines existing conventions and challenges the status quo.
– It solves a real problem that results in the creation of new customers.
– It inspires action by giving you a clear target to aim for.
– It is a clear statement of what to do next and how to deliver value to your customers.
– It bring s a new level of perceptivity to team and aids informed decision making.

End with Ideas Not Insights

Ideas start where customer insights end

It is easy to get myopic when mining data, synthesizing the findings and crafting insight statements. So don’t forget about the big picture. It is good to remember that new insights are only the beginning, not the end, and form part of a far more significant process. Use your insights as the fuel for ideation but rephrase them to be actionable for the creative process rephrasing them as “How might we?” statements.

“How might we enjoy our memories every day without having to take the time to actively play them on devices?”

Making your insights visual is a powerful way of activating them within an organization, visualize them as creative springboards around the “How might we?” statements.

from customer insight definition to insight activation using creative springboards

New insights are terribly difficult to find but critical to unlocking organic growth. They reduce irrelevance and focus you on what is meaningful, setting the foundation for successful product and service development. Think of the insight statement as the question, the idea as the answer, and the resulting product or service as the solution. Reduce the data. Increase your insight. Be a smarter business. Don’t let your new product and service development efforts suffer from a lack of insight.

THRIVE’s team of researchers, strategists and designers specialize in going where people live, work and play to understand how life is actually lived to intimately get to know their values, needs, and behaviors. The result is a holistic understanding of people in the context of their lives and the definition of actionable insights that help you identify new ways to create value and lay claim to untapped areas of opportunity.

Like what you’re reading? Let’s talk more and see how we can help.

SOURCES:

Strive for Impact, Not Just Insight | Information Builders, http://www.informationbuilders.com/blog/bruce-kolodziej/21336.
We Need Better Insights, Not More Data | Danny Brown, http://dannybrown.me/2013/01/24/we-need-better-insights-not-more-data/
Data is Not an Insight – Yahoo Finance, http://finance.yahoo.com/news/data-not-insight-210000368.html
Campaign Planning – Understanding Insights – John Drake, http://johndrake.typepad.com/advertising/2012/07/insights.html 
Consumer Motivation – SlideShare – Prof. Abhipsa Mishrahttp://www.slideshare.net/abhipsamishrasatpathy/consumer-motivation-46571255

[Update] What Are Participle Phrases? | having คือ – NATAVIGUIDES

What Are Participle Phrases? (with Examples)

A participle phrase is an

Examples of Participle Phrases

In each of these examples, the participle phrase is shaded and the participle is in bold.

(Remember that participle phrases function as adjectives.)

  • Peering over the top of his glasses

    , her tutor shook his head.

  • (The participle phrase describes “her tutor.”)

  • Cracked from top to bottom

    , the mirror was now ruined.

  • (The participle phrase describes “the mirror.”)

  • Look at the panther

    climbing the tree

    .

  • (The participle phrase describes “the panther.”)

  • Sebastian reached across for the pipe,

    signalling his agreement with the chief’s proposal

    .

  • (The participle phrase describes “Sebastian.”)

A Participle Phrase Can Start with a Past Participle or a Present Participle

Here is a quick revision about

  • Present Participles (ending “-ing”). Here is an example of one as an adjective:
    • The rising tide
  • Past Participles (usually ending “-ed,” “-d,” “-t,” “-en,” or “-n”). Here is an example of one as an adjective:
    • The risen cake

Read more about participles.

More Examples of Participle Phrases

In each row in the table below, there is an example of a present participle being used as an adjective, a past participle being used as an adjective, and then one of those participles being used in a participle phrase. (As before, the participle phrases are shaded, and the participles are in bold.)

The VerbThe Present ParticipleThe Past ParticipleExample of a Participle Phrase

To risethe rising sunthe risen sun

Rising out of the sea in front of us

, the sun started to warm our faces.

To printthe printing documentthe printed document

Printed on the very first press

, the document was extremely valuable.

To breakthe breaking newsthe broken news

Broken by a government whistle-blower

, the news is all over the media.

Perfect Participles

Also, keep an eye out for participle phrases headed by “perfect participles.” Perfect participles are formed like this:

“Having” + [past participle]

Examples:

  • Having seen
  • Having taken
  • Having read

These are not a third type of participle. The perfect participle is just a commonly used structure that features a present participle (“having”) and a past participle.

Here are some more examples of perfect participles (shaded):

  • Having read your book

    , I now understand your position.

  • Having signed the document

    , Jason felt the weight of responsibility lift from his shoulders.

Why Should I Care about Participle Phrases?

Participle phrases might seem complicated, but it is worth learning about them because they can be used to create a highly efficient sentence structure (see Reason 1) as well as being linked to some common writing errors.

So, here are four good reasons to think about participle phrases a little more clearly.

(In all of these examples, the participle phrases are shaded, the head participles are in bold, and the nouns being modified are underlined.)

(Reason 1) Use a participle phrase to say two or more things about your subject tidily.

A fronted participle phrase can be used to create a sentence structure that lets you to say two or more things about a subject efficiently.

  • Communicating well upwards, downwards and laterally

    , John has managed expectations across the program and ensured that all projects remain oriented towards the program objective.

  • (The participle-phrase-upfront structure has allowed three observations about John to be shoehorned into one sentence.)

  • Having displayed a cooperative spirit from the outset

    , John has become a role model for those seeking to share research ideas and techniques.

  • (Here, it has allowed two observations about John to be recorded in a chronologically tidy way.)

Don’t write every sentence in this style, but the odd one will give your text variety and help you to cram more information into fewer sentences. This structure is particularly useful when writing personal appraisals.

(Reason 2) Punctuate your participle phrases correctly.

Here are some general guidelines to help with correctly placing and punctuating a participle phrase.

(Guideline 1) When a participle phrase is at the front of a sentence, offset it with a comma and put the noun being modified immediately after the comma.

  • Removing his glasses

    , the professor shook his head with disappointment.

(Guideline 2) When a participle phrase follows the noun it’s modifying, don’t use a comma.

  • Scandal is gossip

    made tedious by morality

    . (Playwright Oscar Wilde)

However, if the participle phrase is nonessential (i.e., you could delete it or put it in brackets), then offset with a comma (or two commas if it’s mid-sentence). (You could also use dashes or brackets.)

  • The yellow Ferrari,

    unregistered in the UK and probably stolen in France

    , was used as the get-away car.

Read more about this issue on the page about restrictive (or essential) modifiers.

(Guideline 3) When a participle phrase is at the end of your sentence and not immediately after its noun, offset it with a comma to help show that it’s not modifying whatever is to its left.

  • The boys loved their boxing gloves,

    wearing them even to bed

    .

(Reason 3) Avoid dangling modifiers, especially when using fronted participle phrases.

  • Having taken the antimalarial tablets religiously

    , the malaria diagnosis came as a shock.

  • (The shaded text is a participle phrase headed by a perfect participle. It’s meant to be an adjective to a noun (or a pronoun), but that noun doesn’t feature in the sentence. That’s why nothing is underlined.)

  • Overcome by emotion

    , the whole speech was delivered in two- and three-word bursts.

  • (The shaded participle phrase is meant to be an adjective to a noun, but the noun is missing. That’s why nothing is underlined.)

To avoid a dangling modifier, assume that any participle phrase you put at the start of a sentence is “dangling” (i.e., isn’t modifying anything) until you’ve written the noun (or pronoun) it is modifying.

  • Having taken the antimalarial tablets religiously

    , Sarah was shocked by the malaria diagnosis.

  • Overcome by emotion

    , he delivered the whole speech in two- and three-word bursts.

Read more about dangling modifiers.

(Reason 4) Avoid misplaced modifiers when using participle phrases.

With a dangling modifier, the noun being modified is missing. With a

  • The meerkats are acutely aware of the eagles,

    scurrying from burrow to burrow

    .

  • (This is not wrong technically (see Reason 2: Guideline 3 above), but it is clumsy and potentially ambiguous – if you knew nothing about meerkats or eagles. Note also that if the comma were missing, this sentence would definitely be wrong because it would mean “the eagles that are scurrying from burrow to burrow” (see Reason 2: Guideline 2 above).)

  • Tattered but not ripped

    , Lee handed the ticket to the doorman.

  • (This is clumsy and potentially ambiguous.)

  • Tim saw David Attenborough,

    filming the leatherback turtles for Blue Planet

    .

  • (This is clumsy. There are better ways to avoid ambiguity than relying on that comma.)

The best way to avoid a misplaced modifier with a participle phrase is to put it next to the noun it’s modifying. Let’s fix the examples above.

  • Scurrying from burrow to burrow, the meerkats are acutely aware of the eagles.

    from burrow to burrow,are acutely aware of the eagles.

  • Lee handed the ticket,

    tattered but not ripped

    , to the doorman.

  • When he was filming the leatherback turtles for Blue Planet, Tim saw David Attenborough.
  • (Rewording your sentence is often a good idea.)

Read more about misplaced modifiers.

Key Points

  • Use a participle phrase to say something about your subject before you’ve even mentioned your subject. That’s cool. For example:
    • Packed with vitamin C and antioxidants

      , oranges are a popular fruit.

  • Placed at the front of a sentence

    , a participle phrase is offset with a comma.

  • A participle phrase

    placed immediately after the noun its modifying

    is not offset with commas (unless it’s nonessential).

  • Put your participle phrase next to its noun. If there isn’t a noun, you’re dangling (and that’s never good).
    • Having read your letter

      , my cat could not have fathered your kittens.

    • Having read your letter

      , I can assure you that my cat could not have fathered your kittens.

Ready for the Test?

Here is a confirmatory test for this lesson.

This test can also be:

  • Edited (i.e., you can delete questions and play with the order of the questions).
  • Printed to create a handout.
  • Sent electronically to friends or students.

Here is afor this lesson.This test can also be:

A participle phrase is an adjective phrase headed by a participle In each of these examples, the participle phrase is shaded and the participle is in bold.(Remember that participle phrases function as adjectives.)Here is a quick revision about participles . Remember that a participle is a verb form that can be used as an adjective. There are two types of participles:In each row in the table below, there is an example of a present participle being used as an adjective, a past participle being used as an adjective, and then one of those participles being used in a participle phrase. (As before, the participle phrases are shaded, and the participles are in bold.)Also, keep an eye out for participle phrases headed by “perfect participles.” Perfect participles are formed like this:Examples:These are not a third type of participle. The perfect participle is just a commonly used structure that features a present participle (“having”) and a past participle.Here are some more examples of perfect participles (shaded):Participle phrases might seem complicated, but it is worth learning about them because they can be used to create a highly efficient sentence structure (see Reason 1) as well as being linked to some common writing errors.So, here are four good reasons to think about participle phrases a little more clearly.(In all of these examples, the participle phrases are shaded, the head participles are in bold, and the nouns being modified are underlined.)A fronted participle phrase can be used to create a sentence structure that lets you to say two or more things about a subject efficiently.Don’t write every sentence in this style, but the odd one will give your text variety and help you to cram more information into fewer sentences. This structure is particularly useful when writing personal appraisals.Here are some general guidelines to help with correctly placing and punctuating a participle phrase.(Guideline 1) When a participle phrase is at the front of a sentence, offset it with a comma and put the noun being modified immediately after the comma.(Guideline 2) When a participle phrase follows the noun it’s modifying, don’t use a comma.However, if the participle phrase is nonessential (i.e., you could delete it or put it in brackets), then offset with a comma (or two commas if it’s mid-sentence). (You could also use dashes or brackets.)(Guideline 3) When a participle phrase is at the end of your sentence and not immediately after its noun, offset it with a comma to help show that it’s not modifying whatever is to its left. Dangling modifiers are most commonly seen in sentences starting with participle phrases. (A dangling modifier is an error caused by failing to use the word that the modifier is meant to be modifying.)To avoid a dangling modifier, assume that any participle phrase you put at the start of a sentence is “dangling” (i.e., isn’t modifying anything) until you’ve written the noun (or pronoun) it is modifying.With a dangling modifier, the noun being modified is missing. With a misplaced modifier , the noun being modified is too far away. To avoid a misplaced modifier, make sure it’s obvious which noun (or pronoun) your participle phrase is modifying. Often, context will tell your readers which noun the modifier belongs to, but a misplaced modifier will – at the very least – cause a reading stutter and portray you as a clumsy writer. Sometimes, a misplaced modifier can lead to your sentence being ambiguous.The best way to avoid a misplaced modifier with a participle phrase is to put it next to the noun it’s modifying. Let’s fix the examples above.


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How to add cognitive features to your automations without having AI or data science skills (in Thai)


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Use case : Extract words from image file by using OCR and save them to Excel
Facebook : https://www.facebook.com/dynamics365.finance.scm

How to add cognitive features to your automations without having AI or data science skills (in Thai)

This Page Is Having a Problem Error in Microsoft Edge FIX


This Page Is Having a Problem Error in Microsoft Edge FIX.
Some users of Windows 10 and the Microsoft Edge web browser are unfortunately having a problem that shows the error, “This page is having a problem” whenever they attempt to load a new webpage. This is not a broad problem across the board because it only appears to affect those with outdated software.
If you are running an older version of Symantec Endpoint Protection (SEP), then this can cause Microsoft Edge, and even Google Chrome to have problems. Now, the reason SEP is causing this problem is that Microsoft’s Code Integrity feature is enabled in Edge.
You see, older versions of SEP are incompatible with this feature in the Chromium engine. Therefore, the best option is to get it uptodate.
This tutorial will apply for computers, laptops, desktops,and tablets running the Windows 10 operating system (Home, Professional, Enterprise, Education) from all supported hardware manufactures, like Dell, HP, Acer, Asus, Toshiba,Lenovo, and Samsung).

This Page Is Having a Problem Error in Microsoft Edge FIX

Having a Seminar is an Innovation bidah?


ASSIMALHAKEEM JAL ASKZAD
00:00 Intro \u0026 Ques
00:16 Answer

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Having a Seminar is an Innovation bidah?

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ขอบคุณที่รับชมกระทู้ครับ having คือ

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