{"id":8033,"date":"2022-06-23T10:59:23","date_gmt":"2022-06-23T09:59:23","guid":{"rendered":"https:\/\/www.mondayhappymonday.com\/como-redactar-un-insight-y-no-morir-en-el-intento\/"},"modified":"2022-06-23T11:04:13","modified_gmt":"2022-06-23T10:04:13","slug":"como-redactar-un-insight-y-no-morir-en-el-intento","status":"publish","type":"post","link":"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/","title":{"rendered":"C\u00f3mo redactar un insight y no morir en el intento"},"content":{"rendered":"

Las organizaciones disponen de mucha informaci\u00f3n, pero fallan a la hora de convertirla en inteligencia. \u00bfPor qu\u00e9? Existe una ausencia generalizada de una metodolog\u00eda que permita convertirla en los tan preciados\u00a0insights<\/em>. Pero, \u00bfqu\u00e9 es un insight<\/em>?<\/p>\n

    \n
  1. \u00bfUn descubrimiento?<\/li>\n
  2. \u00bfLa percepci\u00f3n de un problema?<\/li>\n
  3. \u00bfLa nueva comprensi\u00f3n de un problema?<\/li>\n
  4. \u00bfUna clave para la soluci\u00f3n?<\/li>\n
  5. \u00bfUn camino, un dato\u2026?<\/li>\n
  6. \u00bfUna oportunidad?<\/li>\n<\/ol>\n

    No existe una clara definici\u00f3n de lo que es, pero todo eso y m\u00e1s es un\u00a0insight<\/em>. Tambi\u00e9n es una frase, una frase que nos permite identificar d\u00f3nde se produce el problema de un usuario, qu\u00e9 le frustra y qu\u00e9 le gustar\u00eda que sucediera: todo eso junto en una misma frase. \u00bfY para qu\u00e9 necesitamos una frase? Es el punto de partida para convertir nuestro problema en un reto. \u00bfY por qu\u00e9 necesitamos convertir el problema en un reto? Porque, mientras que los retos se superan, los problemas jam\u00e1s pueden solventarse.<\/p>\n

    Volvamos a los\u00a0insights<\/em>. Hemos dicho que, a efectos pr\u00e1cticos, un\u00a0insight\u00a0<\/em>es una frase. \u00bfC\u00f3mo se construye esa frase? Sigue los siguientes pasos y sabr\u00e1s c\u00f3mo hacerlo. Por cierto, no olvides entrecomillarla y utilizar la primera persona del singular, como si fuera el propio usuari@ quien la dijera. Esto te permitir\u00e1 conectar y empatizar con \u00e9l\/ella de una forma emocional m\u00e1s profunda.<\/p>\n

    PASO 1) El contexto<\/h3>\n

    La primera parte de la frase debe captar lo que ocurre en una situaci\u00f3n concreta. C\u00e9ntrate en el tiempo, el espacio y\/o el movimiento. Imag\u00ednate que quieres solventar un problema relacionado con los mosquitos en la piscina. Nuestra usuaria, una mam\u00e1, podr\u00eda decir algo as\u00ed como “En verano, nos gusta utilizar nuestra piscina al aire libre, pero a menudo nos molestan los mosquitos”.<\/p>\n

    Utiliza nombres relacionados con espacios f\u00edsicos, tiempo y\/o verbos de movimiento<\/p>\n

    PASO 2) La frustraci\u00f3n<\/h3>\n

    Describe el problema al que se enfrenta el usuari@ y explica por qu\u00e9 esto es una frustraci\u00f3n para \u00e9l\/ella. Sigamos con el ejemplo de los mosquitos en la piscina: “Dudo a la hora de utilizar repelentes en mis hijos porque no estoy segura de que sean seguras”. Aqu\u00ed nos vendr\u00e1n bien verbos o conceptos que indiquen frustraci\u00f3n, como los de \u201cdudar\u201d o \u201cseguridad\u201d del ejemplo.<\/p>\n

    PASO 3) El deseo de futuro<\/h3>\n

    Describe c\u00f3mo le gustar\u00eda sentirse al usuari@, qu\u00e9 espera experimentar en el futuro (\u00a1Ojo! No se trata de dar ninguna soluci\u00f3n porque todav\u00eda no es el momento de las soluciones). La \u00faltima parte de la frase debe comunicar claramente una acci\u00f3n y un resultado: “Me gustar\u00eda que hubiera un \u00e1rea repelente que mejorara y reforzara la protecci\u00f3n contra los mosquitos en las piscinas, as\u00ed no deber\u00eda utilizar repelentes personales en mis hijos”. El usuari@ espera que no haya mosquitos cerca de la piscina para no tener que realizar la acci\u00f3n de utilizar repelentes en sus hijos.<\/p>\n

    Finalmente, el\u00a0insight\u00a0<\/em>podr\u00eda quedar algo as\u00ed como:<\/p>\n

    \u201cDisfrutamos cuando utilizamos la piscina al aire libre, pero nos molestan los mosquitos. Dudo de utilizar repelentes en mis hijos porque no estoy segura de que sean seguros. Me gustar\u00eda que hubiera un \u00e1rea repelente que pudiera mejorar y reforzar la protecci\u00f3n contra los mosquitos en torno a las piscinas, as\u00ed no deber\u00eda utilizar repelentes personales en mis hijos”<\/p><\/blockquote>\n

    Bien, ya tenemos el\u00a0insight\u00a0<\/em>correctamente redactado. Y, \u00bfahora qu\u00e9? A continuaci\u00f3n, podr\u00edamos utilizar esta frase para formular preguntas que inviten a soluciones, pero eso ser\u00e1 otro post\u2026 Por el momento, te sugiero que cuando procedas a solventar un problema, investigues, busques\u00a0insights\u00a0<\/em>y los redactes como te he ense\u00f1ado. Con ello, tendr\u00e1s m\u00e1s del 50% del problema solventado.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Las organizaciones disponen de mucha informaci\u00f3n, pero fallan a la hora de convertirla en inteligencia. \u00bfPor qu\u00e9? Existe una ausencia generalizada de una metodolog\u00eda que permita convertirla en los tan preciados\u00a0insights. Pero, \u00bfqu\u00e9 es un insight? \u00bfUn descubrimiento? \u00bfLa percepci\u00f3n de un problema? \u00bfLa nueva comprensi\u00f3n de un problema? \u00bfUna clave para la soluci\u00f3n? \u00bfUn […]<\/p>\n","protected":false},"author":2,"featured_media":8029,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[42,3],"tags":[1106,1107,88,769,1108,1109,300,554,1110,259,1111],"class_list":["post-8033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","category-work-methodologies","tag-bigdata-en","tag-challenge-en","tag-design-thinking-en","tag-empathy-en","tag-insight-innovation-en","tag-inteligencia-en","tag-organizaciones-en","tag-problem-solving-en","tag-service-design-en","tag-user-centric-en","tag-user-experience-en"],"yoast_head":"\nC\u00f3mo redactar un insight y no morir en el intento - Monday Happy Monday<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo redactar un insight y no morir en el intento - Monday Happy Monday\" \/>\n<meta property=\"og:description\" content=\"Las organizaciones disponen de mucha informaci\u00f3n, pero fallan a la hora de convertirla en inteligencia. \u00bfPor qu\u00e9? Existe una ausencia generalizada de una metodolog\u00eda que permita convertirla en los tan preciados\u00a0insights. Pero, \u00bfqu\u00e9 es un insight? \u00bfUn descubrimiento? \u00bfLa percepci\u00f3n de un problema? \u00bfLa nueva comprensi\u00f3n de un problema? \u00bfUna clave para la soluci\u00f3n? \u00bfUn […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/\" \/>\n<meta property=\"og:site_name\" content=\"Monday Happy Monday\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-23T09:59:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-23T10:04:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mondayhappymonday.com\/wp-content\/uploads\/2022\/06\/1655848719948.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Maite Moreno Bosch\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MonHappyMon\" \/>\n<meta name=\"twitter:site\" content=\"@MonHappyMon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Maite Moreno Bosch\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/\"},\"author\":{\"name\":\"Maite Moreno Bosch\",\"@id\":\"https:\/\/mondayhappymonday.com\/#\/schema\/person\/93e124b976b1c6ec34a19ceb3fe81347\"},\"headline\":\"C\u00f3mo redactar un insight y no morir en el intento\",\"datePublished\":\"2022-06-23T09:59:23+00:00\",\"dateModified\":\"2022-06-23T10:04:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/\"},\"wordCount\":644,\"commentCount\":4,\"publisher\":{\"@id\":\"https:\/\/mondayhappymonday.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/mondayhappymonday.com\/wp-content\/uploads\/2022\/06\/1655848719948.jpeg\",\"keywords\":[\"Bigdata\",\"Challenge\",\"Design Thinking\",\"empathy\",\"Insight Innovation\",\"Inteligencia\",\"organizaciones\",\"Problem solving\",\"Service Design\",\"User Centric\",\"User Experience\"],\"articleSection\":[\"Innovation\",\"Work methodologies\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/\",\"url\":\"https:\/\/mondayhappymonday.com\/en\/como-redactar-un-insight-y-no-morir-en-el-intento\/\",\"name\":\"C\u00f3mo redactar un insight y no morir en el intento - 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Existe una ausencia generalizada de una metodolog\u00eda que permita convertirla en los tan preciados\u00a0insights. 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