workshop REFRAMING THE QUESTION
Christian Bason & Cynthia Shanmugalingam
Slide 2
the art of FRAMING THE QUESTION
where DO INSIGHTS COME FROM?
some pitfalls IN THE PROCESS
• People who are in love with a solution – looking for a problem
• Brainstorms/retrospective analysis with smart people but never getting out of the building
• Placing too much emphasis on one or two insights which are aren’t really true
Obersvations Insight Ideas Judgement
moving through a PROCESS
• Louise likes coffee • Louise loves to socialise over coffee and has great
taste
• Young people eat unhealthy food • Young people anxious about their friendships feel
social pressure to eat unhealthy food and are scared of losing their friends
what is a good INSIGHT?