- As a result of the customer discovery you should have a range of new insights about your topic at hand, they should represent what you have learned from the research
- Translate those insights into so called “opportunity areas”
- Look at your insights in its entirety. See if some are leading to a similar direction and decide to combine them or re-group them
- Articulate an opportunity for each of the groups in a way that point to the assumed potential for innovation – defining the possible solution space
- Try to formulate a sentence for each opportunity area that sounds like an appeal. Play with imperatives.
As an example – in a project for a fashion retailer, two of the insights that have been generated from the deduction of the field research about their customers shopping behavior were:
- “Every woman is also a daughter.”
- “Together it’s more fun.”
Those two insights combined, as well as a couple of others that pointed in that direction, led to the following articulation of an opportunity area:
- “Give space for collaborative activities.”
This opportunity area can be split up into a range of ideation questions in the next step and ultimately filled with ideas in the idea generation.
Note: the boundary between the formulated insights and the opportunity areas is often blurred. The actual difference consists mainly in the way they are articulated.
Please reflect here with your peers