1. Analysis of
qualitative data

2. ACTION RESEARCH
CUSTOMER INTERACTION
WITH PROTOTYPE
PIN POINT
GENERAL
CUSTOMER
INTERACTIONS
ANALYSIS
FINALIZED
CONCEPT
PROTOTYPE DESIGN
ANALYSIS AND IMPROVEMENT
OF PROTOTYPE

3. PIN POINT INTERESTING AREAS TO RESEARCH FURTHER.
FRAME THE PROJECT

4. GENERAL CUSTOMER
INTERACTIONS
BEHAVIOURS
NEEDS
DRIVING FORCES
KNOWLEDGE
EXPECTATIONS
DREAMS

5. ANALYSIS
CLUSTERS OF INSIGHTS
& PRINCIPLES
PATTERNS
RE-OCCURING TENDENCIES
HIGHEST RELEVANCE
CJM, BEHAVIORAL GROUPS
VISUALIZE!

6. CLUSTERS OF INSIGHTS & PRINCIPLES
ANALYSIS - CUSTOMER INSIGHTS
CUSTOMER PROOVEN
SOLUTION

7. CLUSTERS OF INSIGHTS & PRINCIPLES
ANALYSIS - CUSTOMER INSIGHTS
WHY?
CUSTOMER PROOVEN
SOLUTION
WHAT?

8. CLUSTERS OF INSIGHTS & PRINCIPLES
EXAMPLES
To administer a child is
a family matter
!"#$%"&'()%**"+(%*",(-"-./%"-$%"+.+"0,-(")(,)0+%'.-0(,
!"1.'+"-("2%-".,"*-.-3*"(4%'40%5"(6"-$%"5$(7%"6.8079
!"#$%"8(8"0*"0,"6()3*
!":.)$").*%"0*";.*%+"(,".,".,"0,+040+3.7"*()0.7"*%)3'0-9",38;%'
WHY?
WHAT?

9. ANALYSIS
!"#$%&'(#)*+,'-&.),*
/"#0)*1#2&..(*3
4"#5'(&.(#6(*('&7#)*3)6%.3

10. ANALYSIS
!"#$%&'(#)*+,'-&.),*
" " !"<%.+"(3-"0,-%'40%5*"0,"2'(3&
" " !"=077"0,"50-$"9(3'"%>&%'0%,)%"6'(8"9(3'"0,-%'.)-0(,*
" " !"?0*)3**"9(3'"23-"6%%70,2
" " !"@'0-%"+(5,".77"/%9"6.)-('*"(,"&(*-!0-*"AB3(-%*C"(;*%'4.-0(,*C""
" " "".)-0(,*C"&'(;7%8*C"-$(32$-*C"-(3)$&(0,-*C";%$.40(3'*C",%%+*C"
" " ""+'040,2"6(')%*C"/,(57%+2%C"%>&%)-.-0(,*C"+'%.8*"%-)DE

11. ANALYSIS
/"#0)*1#2&..(*3
" " !"<%.+".77"-$%"&(*-!0-*"(3-"7(3+".,+"&7.)%"-$%8"(,"."5.77
" " !"F(4%"&(*-!0-*".'(3,+"-("6('8")73*-%'*"50-$")(88(,""
" " ""+%,(80,.-('*
" " !"G%%&"."704%"+0*)3**0(,"0,"-$%"2'(3&"5$%,"6('80,2"
" " "")73*-%'*"
" " !"H''.,2%".,+"'%.''.,2%"-077"-$%"2'(3&"6%%7"*.-0*69%+

12. ANALYSIS
4"#5'(&.(#6(*('&7#)*3)6%.3
" " !"I((/".-"-$%"&(*-!0-*"0,"%.)$")73*-%'".,+"-'9"-("*388.'0J%"
" " ""-$%8"0,".")(88%," " !"K0)/"L!M"&(*-!0-*"6'(8"-$%")73*-%'"-$.-"*3&&('-"-$%")(88%," " !"N(8;0,%"-$%")(88%,-".,+"&(*-!0-*"-(")'%.-%"-$%"2%,%'.7"
" " ""0,*02$" " !"?("-$0*"6('".77"-$%")73*-%'*

13. EXAMPLE OF GENERAL INSIGHT
To administer a child is
a family matter
!"#$%"&'()%**"+(%*",(-"-./%"-$%"+.+"0,-(")(,)0+%'.-0(,
!"1.'+"-("2%-".,"*-.-3*"(4%'40%5"(6"-$%"5$(7%"6.8079
!"#$%"8(8"0*"0,"6()3*
!":.)$").*%"0*";.*%+"(,".,".,"0,+040+3.7"*()0.7"*%)3'0-9",38;%'

14. SUMMARY
REMEMBER TO:
THE GOAL IS TO HAVE A JOINT UNDERSTANDING FOR THE CUSTOMERS:
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