Insight Statements

The results of the customer interviews are used to formulate insight statements.

A consumer insight statement addresses the underlying motivation that drives the consumer. Insight statements can be a starting point for idea generation.

Insights are defined by determining the following:

• WHAT does a consumer think or do? What is her / his dilemma?
• WHY does the consumer think or do something? Why is this a dilemma?
• ‘WOW’ describes a desired end-state or solution to solve the dilemma.

The gathered insight statements and insight platforms can be used as input for the ConceptMap®.

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