Insight by Design

The application of design thinking principles to identify and communicate actionable insights. We employ our Insight Assurance Process for each client engagement, adapted from Graham Wallas’ creativity process.

  • Preparation

    Beginning with a co-creative Design Meeting, we develop a thorough and contextually relevant understanding of the business problems and insight objectives.

  • Observation

    We acquire evidence through primary data collection or secondary sources.

  • Incubation

    We examine the evidence relative to the objectives and build on the initial story until ready.

  • Illumination

    Synthesizing our evidence-based insights with our clients’ market knowledge, we arrive at a shared understanding of the implications and recommendations.

Insight by Design Principles

Insight by Design generally follows Design Thinking, and specifically builds upon the five principles of Service Design Thinking, as posited by Marc Stickdorn and Jakob Schneider:



We focus on the perspectives and needs of end-users: our clients, their colleagues, and our clients’ customers


Through our formal processes, we truly collaborate with our clients to yield stronger, actionable insights


We formally evaluate our clients’ objectives from a broad perspective


Throughout each engagement, we effectively communicate and provide draft and final materials, leading to a better experience


Our Insight Assurance Process systematically ensures we address all insight objectives