A kernel of truth or a pattern of behavior identified through research. Numerous observations should lead to an insight, but good insights represent universal truths, not just a collection of observations.

For example: “Decline is more terrifying than death” is an interesting and unique insight rather than “We all get old.”

Generally an outcome of Synthesis, and is an input into Opportunity Areas and Design Principles.

See also

  • Ethnographic Research
  • Synthesis
  • Opportunity Areas
  • Design Principles

For more inspiration