Gathering Insights: Understanding People, Needs, and Context
Introduction
Now that we’ve defined the problem in the Problems stage, it’s time to dig deeper. The Learn stage is all about gathering knowledge, data and insights that will shape the solutions to come. This is where you step into the shoes of the people involved within the problem, explore their perspectives, needs, and uncover opportunities. Think of it as building the foundation for informed, user-centered innovation.
What is the Learn Stage?
The Learn stage focuses on collecting the information you need to better understand the problem. This might involve engaging with stakeholders, conducting primary research, observing behavior, or analyzing data. The goal is to uncover insights that help you validate (or challenge) your assumptions about the problem.
Key activities in the Learn stage include:
- Interviews and Surveys: Directly asking people about their experiences, needs, and challenges.
- Observation: Watching how people interact with systems or environments related to the problem.
- Research and Analysis: Reviewing existing data, studies, or trends for context.
- Thematic Clustering: Identifying patterns in feedback to focus on what matters most.
These methods help ensure you’re solving the right problem with the right context in mind.
Why is the Learn Stage Important?
This stage ensures your solutions are informed by reality rather than assumptions. Without understanding the people and environments involved, even the best ideas can fall flat. The Learn stage:
- Builds empathy for those affected by the problem.
- Validates the problem statement and aligns the team’s focus.
- Identifies opportunities and challenges you may not have considered.
Example
Let’s revisit the university recreation center example. After defining the problem as:
“How might we help students at our university create flexible, tech-enabled recreation spaces to improve collaboration and attendance?”
The Learn stage might involve:
- Interviews: Speaking with students to understand their preferences and barriers to participation.
- Observation: Noting how existing spaces are used—what works, and what doesn’t.
- Research: Exploring trends in recreation technology and how other universities are innovating their spaces.
Through these activities, you discover students want more group workout options, spaces with better lighting, and the ability to book equipment online. These insights will guide the brainstorming in the next stage.
How Learn Connects to Work
The insights gathered in the Learn stage provide the fuel for creativity in the Work stage. By understanding what users need and value, you can brainstorm solutions that are both innovative and practical. For example, knowing students want group workout options might inspire ideas for modular workout spaces or a social fitness app. Without this research, brainstorming could lack focus or miss key opportunities.
FAQs
Q1: How do I know when I’ve learned enough?
A: When patterns begin to emerge, and you feel confident in your understanding of the problem and user needs. If new data isn’t adding value, it’s time to move forward.
Q2: What if my findings challenge my original problem statement?
A: That’s a good thing! Use what you’ve learned to refine the problem statement. The process is iterative and should adapt to new insights.
Q3: How do I engage people effectively during interviews or surveys?
A: Keep questions open-ended, actively listen, and ensure participants feel comfortable sharing honest feedback.
Learn More
Dive deeper into the Learn stage and other parts of the Innovation Funnel: