We are all familiar with the phrase "connecting the dots" especially as it relates to generating insights. Design Thinking teaches a process of "grouping" and "theming" of data, observations, etc. My observation, however, and the key to Insightful Thinking, is to connect the dots forward.
Connecting the dots forward forces you to think about the implications and the potential scenarios that the data suggest. This is where the true "ahas" occur, as we stretch the known into the imagined unknown. Anything short of this is simply descriptive of the present... sometimes useful, but not insightful.
This blog offers stories and discussions on how to build more relevance and differentiation for brands. The author is Timothy Coffey, Chief Revolutionist of Launchforce Strategy, a consumer research consultancy that specializes in highly creative qualitative methods. His experience ranges from brand and research management at Procter & Gamble to innovation management at Tupperware to founding and leading an integrated marketing strategy agency. He is the author of three books, Innovation Myths & Mythstakes, The New Super Consumer, Mom&Kid, and The Great Tween Buying Machine.