BY UNDERSTANDING INSIGHTS

: framing & research you do on a given project leads to insights

• the work we love & are attached to much be framed and have a significant insight that defines that project from anything else
  • comes from the quality of what we’re investigating or “research”

단순히 “하고 싶어서” 가 아니라 research를 통해 “해야만 하는 이유”를 댈 수 있어야 한다

FRAMING?

like photographers/filmmakers use “finger frame” to establish shots b4 relying on the view seen thru the lens:

• do lots of research
• copy write to establish your position
• so we can focus our challenge, conduct+document our research, expertly prototype best ideas

DEFINE, FRAME, STATE

(the challenge)

RESEARCH, CO-CREATE, COLLECT, GATHER

(research)

start “defining” where you MIGHT start, and where you COULD frame

• how will u likely find a good insight thru the related research?
  • and unrelated research (outside ideas can sometimes bring freshness)
• SURFACE INSIGHTS
  • find new combinations of UNEXPECTED THINGS TGT