Searching for Diamonds: 

Capture the Insights. 

From Superficial to Deep Listening.

  • A discovery about the underlying motivations that drive people’s actions 
  • The understanding of “why” rather than “what” 
  • Helps if you make an exercise to differentiate fact, observation and insight 


  • Fact: People tend to feed their pets twice a day 
  • Observation: They tend to feed them at breakfast and dinner time 
  • Insight: People feel guilty eating in front of their pets 

Frameworks to Capture Insights, Research & Trends Information