12. Insight occurs when people recognize relationships or make associations between objects and actions that can help them solve new problems . Britannica
45. Columbo is: Treating insight as a consequence, rather then a cause in problem solving Understanding the underlying structure of the problem and restructuring the problem to avoid functional fixedness Applying procedural similarity to take advantage of representative transfer Waiting patiently for “suddenness of solution”
50. A culture of validation: $200K+ OF DISCOVERY RESEARCH 100 FOCUS GROUP PARTICIPANTS 25 INDEPTH INTERVIEWS 10 ETHNOGRAPHIC STUDY SUBJECTS 5 PERSONAS = 0 UNIQUE INSIGHTS
51. A culture of inquiry: $1300 TO RENT A VAN AND A CAMERA 5 LOCATIONS 4 HYPOTHESIS 3 GUT CHECKS 1 SEVEN MINUTE FILM = 2 UNIQUE INSIGHTS