How to Turn User Research Into Insights

Contenido del curso

Getting into the world of innovation

Listening to your user

Creating valuable ideas

Considering the outside world

Recap

15
Innovación Empresarial: Estrategias para la Creatividad y el Análisis Competitivo
04:08 min

Putting your ideas to the test

Going from idea to business

Getting people on board

Innovating in the real world

Tomar examen

Cursos Empresas Blog Live Conf Eventos Precios

0:005:46

How to Turn User Research Into Insights

Curso de Innovación para Emprendimiento

Clase 8 de 27

Clase 8 / 27

Comentarios (34)34 comentarios

Juan Diego Rodríguez Rodríguez

Hace 5 años

How to go from info to insights

What is your end goal with listening to your users?

Go from information to INSIGHTS that helps us better understand our innovation challenge.

Insigth: Is a new and deep understanding about the user that inspires action and unlocks a business opportunity

OBSERVATION + UNDERSTANDING = INSIGHT

Insights should not just be true

They must be

Authentic
Useful
Unobvious
Revealing

Carolina Boquín

Profesor

Hace 5 años

Besides the wonderful teacher, I am really enjoying the examples provided in the course. Thank you Daphne!

Marcelo Damián Briones

Hace 5 años

Eureka!!!! <- Arquimides' Insight moment

Juan Carlos Ortiz Romero

Hace 5 años

Cómo pasar de la información a la visión ¿Cuál es su objetivo final al escuchar a sus usuarios? Pase de la información a visión que nos ayuden a comprender mejor nuestro desafío de innovación. La visión: es un conocimiento nuevo y profundo sobre el usuario que inspira a la acción y abre una oportunidad comercial. OBSERVACIÓN + COMPRENSIÓN = VISIÓN Las percepciones no solo deben ser verdaderas

Deben ser: • Auténticas • Útiles • No evidentes • Reveladoras

Fabián Antonio Ibarra Medina

Hace 5 años

Insight: Mexican patients feel tired and distrustful of waiting more than 30 minutes for their medical appointments as well as of receiving a 15-minute long consultation after waiting so.

Daphne S. Leger

Profesor

Hace 5 años

Powerful insight! Another way to present it would be: Mexican patients feel tired and frustrated when their waiting time is often twice as long as the actual consultation time.

Fabián Antonio Ibarra Medina

Hace 5 años

Right! Thank you for your feedback!

JHØN AVALØZ

Hace 5 años

INSIGHT

A new an deep understanding about the user that inspires action and unlocks a business opportunity.

Observation + Understanding = INSIGHT

Notice something + Why is this important? = Actionable learning

Insights should be:

Authentic
Useful
Unobvious
Revealing

Daniel Jose Carrillo Herrera

Hace 5 años

INSIGHT: Men feel tired of apps like Tinder because they depends so much of physical appearance to get a possible connection with a woman.

Fabián Antonio Ibarra Medina

Hace 5 años

That's a very nice insight. I have pretty little experience using Tinder but I'm curious; what do you think Tinder is doing (directly or indirectly) to overvalue physical appearance over other people's aspects?

Ronald Lezama Camargo

Hace 4 años

Algo que descubro de mi usuario es que no se imaginaron que una comercializadora pueda tomar como punto de trabajo el tema sostenible ambiental, valoran el hecho de hacerlo, valoran el tomar en cuenta sus opiniones y esperan seamos un ejemplo para otras empresas.

Juan Pablo Jimenez

Hace 5 años

8.-How to go from info to insights

-- When you really listen to the user there's a point where you end up with a lot of information. After a while you'll start to find patterns and themes.

-- What is your end goal with listening to your user?

Go from information to insights that help us better understand our innovation challenge.
Insight: A new and deep understanding about the user that inspires action and unlocks a business opportunity. Something different we didn´t knew before.

-- Insights should not just be true

They must be:

Authentic.
Useful.
Unobvious.
Revealing

-- In order to later help you generate valuable ideas. Go to those things that are surprising, or revealing.

Felipe Bernardo González Barranco

Hace 5 años

Insights should be

Authentic
Useful
Unobvious
Revealing

Henry Benavides

Hace 5 años

The most useful insight that I had 1 year ago when I discovered the potencial of little cities, and how to create a business idea if we could connect all city with local businesses. by the way even the people dont understood the problem or they wouldnt imagine that the have a problem. It was a hard challenge but we did it

Sari Monserrat Gutiérrez Ortiz

Hace 4 años

Un insight que he tenido con mi reto es: Los entrenadores no tienen la capacidad educativa, estructural ni económica para enriquecer las prácticas deportivas con otras disciplinas.

Daphne S. Leger

Profesor

Hace 3 años

súper interesante ese insight!

Lee Andy

Hace 4 años

Existe una Super Market muy cerca de mi casa, y aunque el negocio no sea mio, el problema siempre es el mismo, las colas largas y aburridas. entonces como uno puede generar valor para el cliente?. Bueno si tan solo tendrian una forma de pagar directamente desde una app seria algo mas comodo y rapido para salir de este problema

Martín Valverde

Hace 5 años

By listening the class I couldn't avoid to think about the book Hooked by Nir Eyal. Highly recommended to understand as much as possible the people interests.

Gabriela Garcia

Hace 5 años

What is your end goal with listening to the user?

Go from information to insights that help us better understand our innovation challenge. An insight is a new and deep understanding about the user that inspires action and unlocks a business opportunity.

Insights should not just be true, the must be authentic, useful, unobvious and revealing. It is normal that when you go to these process you would notice things that are obvious, those are not things that are going to transform into insights, take those things that are surprising, contradictory or revealing.

Ricardo Antonio Cuba Alván

Hace 4 años

Really helpful examples! Thnks to Daphne

Jorge Sarmiento Padilla

Hace 3 años

Los gerentes y/o administradores de las empresas, quisieran mejorar u optimizar el desempeño de sus procesos y de su rentabilidad, apoyados en herramientas tecnologicas que propicien toma de decisiones

Oscar Cuenca Roca

Hace 3 años

From here i check which are the actions to ber implemented in my product to solve this:

Simplicity and ease of use: Design your product with an intuitive and user-friendly interface that requires minimal learning curve. SMEs value solutions that can be implemented and used without extensive training.

Customization and flexibility: Adapt your product to meet the specific needs of SMEs. Offer customization and configuration options so they can adjust the solution to their processes and unique requirements.

Modularity: Consider offering your product in scalable modules or packages, allowing SMEs to start with basic functionalities and add additional features as they grow or need them. This enables them to control costs and adopt the solution gradually.

Affordability and flexible pricing models: Provide flexible pricing options such as monthly or yearly subscriptions, allowing SMEs to adjust their investment based on their financial capabilities. Consider offering more economical versions or staggered payment plans to facilitate acquisition.

Support and customer service: Highlight responsive and efficient customer support. Provide robust support to help SMEs resolve issues or inquiries, offering tutorials, clear documentation, and technical assistance.

Demonstrations and free trials: Offer live demonstrations or free trial periods to allow SMEs to experience your product before making a purchase. This builds confidence and enables them to evaluate the usefulness and adaptability of the product to their specific needs.

Compatibility and integration: Ensure that your product is compatible with other commonly used solutions and systems in SMEs. The ability to integrate with existing tools and systems is crucial for facilitating adoption and seamless business processes.

Success stories and testimonials: Showcase success stories and testimonials from SMEs that have derived significant benefits from using your product. This builds trust and demonstrates the relevance and effectiveness of your solution in their business context.

How to implement all these points into my product. It is a matter of developing plus marketing plus custom service, all this in order to offer a "all in one solution"

MARIA TERESA PANIAGUA RIVERA

Hace 4 años

El Insigth el disparador que mueve a la acción

Moises Humberto Garcia Martinez

Hace 4 años

Insight: Some of the people who went for a chiropractic adjustment had more mental problems (stress, anxiety) than physical problems. They wanted to go to a chiropractor because they wanted to feel a sense of relief.

Daphne S. Leger

Profesor

Hace 4 años

amazing insight!

Recursos

Turning raw user research into actionable insights is the moment where innovation projects either take off or stall. After hours of interviews, observations, and Post-its covering every wall, you face a wall of information that feels impossible to organize. The good news: patterns emerge, and with the right lens, you can move from data overload to aha moments that unlock real business opportunities.

What is an insight in innovation?

An insight is a new and deep understanding about the user that inspires action and unlocks a business opportunity. It reveals something surprising or different, something you did not know before, and it reframes how you see your innovation challenge.

Think of it as a ladder with three steps:

Observation: you simply notice something happening.
Understanding: you ask why that behavior matters.
Insight: you translate the understanding into an actionable learning.

What is the difference between an observation and an insight? An observation only describes what you see. An insight explains why it matters and points to an opportunity you can act on to add value to the user.

How do you build an insight step by step?

A classic example makes it click. Start with the observation that most people feed their dogs in the morning and evenings. Interesting, but flat. Add the understanding that people feel better feeding their dogs during their own family breakfast and dinner times. Now elevate it: people feel guilty eating in front of their dogs if they are not being fed at the same time.

That final layer is the insight. It reveals a hidden emotion, guilt, that you can design around if your challenge is pet feeding.

A more serious example from real projects: elderly people seek autonomy and accessibility to manage their finances, but they also want advice and support to use digital tools. Notice the contradiction. Two things are true at the same time, and that tension is exactly where opportunity lives.

Why must insights be authentic and unobvious?

An insight has to be more than technically true. It also has to be authentic, useful, unobvious, and revealing. A graph showing correlation between how loud you play music and how many calls you miss is true, but it will not spark any valuable idea. It is obvious.

Your users will confirm plenty of things you already knew. Those are not your raw material. You are hunting for the surprising, the contradictory, and the revealing — the moments where you literally say aha. In innovation, insights and ahas are the same thing.

What makes an insight valid? It has to be authentic, useful, unobvious, and revealing. If your team already knew it before the research, it is not an insight worth building on.

How do contradictions help you find insights?

One of the most reliable shortcuts to a strong insight is to look for contradictions in what users say and do. When you can write a sentence in the form this is happening, but this is also happening, you are usually close to something valuable. Contradictions expose unmet needs, hidden tensions, and spaces where current solutions are failing.

How do you turn insights into an innovation challenge?

Insights only matter if they reshape the problem you are solving. A real example: during a project with Cinepolis, ethnographic interviews revealed that the moment between arriving at the cinema and the start of the film is one of the few times during the week that couples have to relax together and chat.

It sounds counterintuitive. You would assume couples spend plenty of time together. But day-to-day life gets in the way, and that pre-movie window becomes rare, protected time.

That insight was translated into a design challenge: that moment must be designed to encourage a unique opportunity for couples to connect and catch up when they arrive at the movie theater and before the movie starts.

How do you know an insight is actionable?

A useful test is to see if the insight naturally suggests a how might we question or a design brief. If reading it out loud makes your team start proposing ideas, you are holding an actionable learning. If it just sits there as a fact, you need to keep digging.

A few signals that you are ready to move from information to action:

The insight surprises at least one person on the team.
It exposes an emotion, tension, or contradiction, not just a behavior.
It points to a specific moment, context, or user need you can design for.

Now it is your turn. Share in the comments one insight you have uncovered about your user through the listening methods you have been practicing. Seeing everyone's ahas is the best way to learn how insight-hunting works in the wild.

Resumen

What is an insight in innovation?

Think of it as a ladder with three steps:

Observation: you simply notice something happening.
Understanding: you ask why that behavior matters.
Insight: you translate the understanding into an actionable learning.

What is the difference between an observation and an insight? An observation only describes what you see. An insight explains why it matters and points to an opportunity you can act on to add value to the user.

How do you build an insight step by step?

That final layer is the insight. It reveals a hidden emotion, guilt, that you can design around if your challenge is pet feeding.

Why must insights be authentic and unobvious?

What makes an insight valid? It has to be authentic, useful, unobvious, and revealing. If your team already knew it before the research, it is not an insight worth building on.

How do contradictions help you find insights?

How do you turn insights into an innovation challenge?

It sounds counterintuitive. You would assume couples spend plenty of time together. But day-to-day life gets in the way, and that pre-movie window becomes rare, protected time.

How do you know an insight is actionable?

A few signals that you are ready to move from information to action:

The insight surprises at least one person on the team.
It exposes an emotion, tension, or contradiction, not just a behavior.
It points to a specific moment, context, or user need you can design for.

Getting into the world of innovation

Innovación Empresarial: De la Idea al Negocio Real

How Might We Statements Define Innovation

Why Innovation Keeps Your Career Relevant

What Innovation Really Is (It's Not Tech)

Design Thinking vs Lean Startup Explained

Listening to your user

User Research Methods That Actually Work

Why Empathy Shapes Better Solutions

How to Turn User Research Into Insights

Creating valuable ideas

Creativity as a Skill You Can Build

Finding Ideas by Borrowing From Other Fields

Brainstorming Rules That Actually Generate Ideas

De idea a concepto: Transformación y priorización efectiva

Considering the outside world

Identificación y Análisis de la Competencia en Negocios

Context Map Canvas for Your Business Idea

Recap

Innovación Empresarial: Estrategias para la Creatividad y el Análisis Competitivo

Putting your ideas to the test

Prototipos: Validación de Ideas Empresariales

Prototipado Efectivo: Qué y Cómo Validar Ideas

Six Prototyping Methods Before You Build Anything

Iterations, Pivots, and Killing Bad Ideas

Going from idea to business

Business Model Canvas Explained in One Page

Business Models That Capture Value

Getting people on board

Why Most Innovations Die Before Launch

How to Pitch Your Idea Using Aristotle

Innovating in the real world

Frugal Innovation: Doing More With Less

Romper Hábitos para Fomentar el Pensamiento Innovador

Entrepreneurial Innovation Skills Course Recap

Habilidades de Innovación para Emprendedores e Intrapreneurs

How to Turn User Research Into Insights