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 

 Example:

• 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