Discovering and developing the “Insight” by opportunity-oriented user research

Opportunity-oriented user research emphasizes the “Insight”. The insight is the clue that extracted from the data, and can be exported for further opportunities discovering. It serves as the link between data and design opportunities. On one side, it comes from the survey data and summarized observation output; on the other side, it serves as the basis of opportunities and design directions, achieving guiding purpose of user research for innovation. In 2012, Industrial Design Department of Tsinghua University conducted a 14-month research projects on Chinese air passenger experience. In this project, surrounding the before/during/after of the “Insight” formation, research team has developed some new research methods as well as the process logic. The use of the insight discovering and development research method achieved good research results.