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