Structure new insight

Structure new insight

Structure insight gained during the in-depth interviews

You have conducted in-depth interviews and gained a deeper insight into the target group and what it wants to achieve.

Return to Step 1, and add new or supplementary insight about JTBD and PLUS and MINUS experiences.

Try to group the insights into 3-5 main categories. Using these categories, discuss the following:

• What are the reasons for a PLUS or a MINUS experience?
• Is there a need to gain more insight that explains the reasons for a MINUS?
• Is there a need to gain more insight linked to the target group’s PLUS experiences?