Key Insights

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  Insight functions like market research, user research, and data analytics are converging into a single holistic practice called convergent insight.

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  Data-driven pressures in market research are making it more agile and methodologically similar to user research.

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  Convergent insight is characterized by holistic design, methodological rigor, fused techniques, and strong customer centricity.

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  Collaborative journey mapping enables users to co-create their journey through memory recall and group synthesis, combining market research and behavioral science.

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  Using homework assignments with behavioral triggers helps participants vividly recall past experiences for better primary research.

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  Collaborative focus groups employ timed exercises, power dynamics, and therapeutic techniques to unlock deeper, more accurate recollections.

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  Despite initial skepticism, users’ memories can be reliably harnessed to recreate customer journeys when emotional footprints are strong.

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  Collaborative journey mapping can be conducted quickly and cost-effectively, even with little pre-existing research data.

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  Engaging stakeholders directly with users in co-creation helps build empathy and shared understanding across teams.

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  Remote adaptation of collaborative journey mapping is possible but requires careful design to capture non-verbal cues and maintain participant engagement.

Notable Quotes