1. INSIGHTS EYECHARTwhere to look for insights and how to organize themINSIGHTSIMPLICATIONSIAn insight is to see what everybody else has seen, and to think what nobody else has thoughtsecondarySCANNINGSTEEP Get out from behindthe mousesecondaryTREND PRECURSORSSWIPES The future isnt often at the end of a trend line contextual primaryOBSERVATIONAEIOU Assume a beginners mindset contextual primaryOBSERVATIONP O E M SNever underestimate yourown ignorance contextual primaryOBSERVATION P O ST AWhere there is a workaroundthere is often an innovation contextual primaryOBSERVATION W HYSaw what? So what? BUSINESSOPPORTUNITY I M P AC T Is there a there, there?secondarySecondary research is,SCANNINGS P E C TA C L E SsecondarysecondaryThe better you know a domainSCANNINGP E S T LI E Dthe less scan-hitsyou will encounter Wayne R Pethrick | wayne@pethricks.com

2. Insights EyechartThe Insights Eyechart presents a range of different acronyms, each serving as a framework or lens,with the purpose of guiding the framing and focusing of insight gathering and then the subsequentIdevelopment, sharing and remembering of the insights that emerge from this work.STEEPThe acronyms represented here have been drawn from the disciplines of foresight, design, anthropologyand business development, and cover both primary and secondary approaches to gathering data.SWIPESThe Eyechart is based on the following assumptions: AEIOU1. Insight discovery, while sometimes serendipitous, can be routinized and enhanced by simple P O E M S yet powerful tools and frameworksPO S T A W H Y2. Whether exploring an area that is new or familiar, approaching the space with a different perspective can yield insights that are both fresh and provocativeI S P M E C P T A A C C L E T S P E S T L I E DIt is envisioned that by using this tool, the product manager will be prompted and inspired to lookbeyond the areas where they customarily acquire information, findings and insights. The eyechartsymbology serves as a metaphor for clarity and perfect vision which, although not likely to be achieved,is something that we, as product management professionals, hopefully aspire to.IInsights (and their implications) STEEP Social Technological Economic Environmental PoliticalSWI P E S Statistics Written and broadcast materials Intense focus Pitches and promotionsExits and entrants Superhits A E I OUActivities Environments Interactions Objects UsersP O E MS People Objects Environment Messages Services P O STA People Objects Settings Time Activities WHY What How WhYI MPAC T Idea Market size Positive net present value (Opportunity Costs) Acceptance by customers Competition Timing SpeedS P EC TAC L E S Social Political Economic Cultural Technological Aesthetic Customer Legal Environmental SectoralPESTLIED Political Economic Social Technological Legal International Environmental DemographicContextual Research HintsWhen you are visiting customers and users for the purposes of gathering insights, its unlikely that you will get to theactual answer without asking a few different questions a few different ways. The following are a range of tools andtechniques that can be deployed to keep moving forwards when feel when you havent got to the real answer yet.Involve Participants in ActivitiesDemonstration Show us how you send an invoice. or Ask for a demonstration of invoice sendingTasks Can you draw me a flowchart of how you plan an event? map of your computer network?Participation Can you show me how I should find this customers name?Role-playingIll be the customer and you be the helpdesk representative, show me how they should respond.or Role play the ideal interaction between customer and helpdesk representativeTypes of Questions to AskSequence Walk me through a typical day then what do you do next?Specific ExamplesWhat software did you use this morning?Peer ComparisonDo the other operators do it that way?Project AheadWhat do you think it will be like in 5 years?Look BackHow are things different than they were last year?Quantity How many customers fall into that category?Suggestive Opinion Some people really dont like using this product, others love it. What are your feelings about it?RelationshipsHow do the different departments work together?Organizational Structure Who is your bosss boss?Product Comparison Whats the difference between receiving that information by fax or email?Explain It If you had to tell your wife how to change this ink cartridge, what would you tell her? Wayne R Pethrick | wayne@pethricks.com