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Create Insight Statements

A critical piece of the Ideation phase is plucking the insights that will drive your design out of the huge body of information you’ve gathered.



Suggested Time

60 Minutes

Level of Difficulty


Materials Needed

Pens, paper, your work from Find Themes


Design team

Process Phase

You’ve heard a lot from a lot of different people, downloaded learnings, and identified key themes from your research. The next step in the synthesis process is to Create Insight Statements, succinct sentences that will point the way forward. Insight statements are incredibly valuable as they’ll help you frame How Might We questions and give shape and form to subsequent Brainstorms. It’s not always easy to create them, and it will probably take some work editing them down to the three to five main insights that will help you drive toward solutions.


  1. Take the themes that you identified in Find Themes and put them up on a wall or board.
  2. Now, take one of the themes and rephrase it as a short statement. You’re not looking for a solution here, merely transforming a theme into what feels like a core insight of your research. This is a building block, not a resolved question.
  3. Once you’ve done this for all the themes, look back at your original design challenge. Sift through your insight statements and discard the ones that don’t directly relate to your challenge. You only want three to five insights statements.
  4. Take another pass at refining your insights. Make sure that they convey the sense of a new perspective or possibility. Consider inviting someone who is not part of your team to read your insight statements and see how they resonate.