Oh I love this article. Thanks for sharing @KhaiSeng. I’d came across very few well-written articles that explores in depth what insight is, what synthesis meant to produce. Especially like this part:
“When I teach this I actually get people to build their own kaleidoscopes to show how it works. There is the interplay of the eyepiece (the marketer) and the customer (as the beads) with the researcher playing a key role by using the mirrors to filter out the beads (for amplifying the sample). If you buy that analogy, the point is that insights don’t come from insighters; we’re the mirror not the lens. It works when everyone works together, when they interact. And you need to know as much about the client’s mindset as the customer’s.”
That resonated immediately because that’s what I always try to do intuitively with my clients. Getting to the deep why of the user is not enough. When talking about the user need, a FAQ the client always asks back is, “Hmmm ok interesting. But so what? What does this mean to me/my organisation?” An insight is only insightful if it’s relevant to the business objectives/process in some way. So over time, that became a repertoire in my synthesis process - asking the “So what?” question during synthesis, to get towards making an insight actually useful for the client, instead of just some deep understanding of why their users are behaving in a certain way.
Is that something you guys do too @leon @KhaiSeng ?