Process 9-10: From findings to insights

Having defined three key clusters to work with we looked at the personas developed earlier in the project during the first round of fieldwork. We chose Siobhan and Patsy. This choice also helped us question our key areas of interest.

As we looked at the Personas of corporate parents we looked at our three key clusters to check the potential of each persona for our project. What followed was the creation of Insight Cards linking each persona with the sub-clusters using examples of their lived experience.

Below are seven Insight cards, which we prioritised so that we could take one situation/need to the ideation phase.