Customer insights.

Meaningful innovation starts with the people you design for.


User-centered techniques to find problems worth solving.

Try searching for “useless products” on the internet to find examples of organizations that designed fantastic solutions to problems no one has. These products may be perfect for their purpose, but that purpose just isn’t perceived as important by the end users.

That’s why understanding your end users needs to be at the heart of every innovation initiative. By understanding your customers, you start with a strong foundation for designing solutions that address end users’ needs and expectations.

What makes market research different from qualitative research is not only the scale but also the level of customer understanding and user insight

User insights are the golden nuggets that allow us to understand the needs, motivations, and aspirations driving the people we design for.


Learn how to collect user stories and *truly* understand your customers.

Conducting qualitative research:

Quantitative research is great to understand the size of the challenge, but to gain a deeper understanding of those challenges (and why they arise in first place), running qualitative research is critical to help you tackle business critical decisions from a user point of view.

Defining key insights & personas:

Through synthesising user stories, we will identify key insights that offer a human rather than technological or business lens to tackle the challenge at hand & build personas based on these user driven insights

Identifying opportunities for design:

Together with the team, we will help you turn these key insights into opportunities for design, and ensure alignment with key business priorities.

Program overview

A 4-week walk in your customers' shoes.

During a 4-week course, the team will learn, through practice, the skills and mindset needed for user research. Specifically, they will face a real-life case challenge and learn the three-phase user research process: empathize, define, and test.

In our experience, asking the right questions and finding useful user insights are the key challenges of user research, especially for team members who are not accustomed to customer-facing work. During these four weeks, our coaches will be by your side to help fine-tune your skill sets based on your individual needs and personal strengths.

  • Observation
  • Immersion
  • Engagement
  • Create persona
  • Define insight statements
  • Solution testing
  • Pitching

Customer insights

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Client cases

Trusted by Fortune 500 and global innovators.

Board of Innovation makes Fortune 500 companies innovate like startups, mixing proven methods from design thinking and lean startup strategies.

Thanks to the global team’s referral, we are happy to reach BOI team to help us in conducting the design thinking workshop on an innovation project. BOI team was very experienced DT process, not only on coaching but also on facilitation to drive the result.

Ivy Yang, Associate Director of Marketing, Danone Waters China

New concepts for the Chinese market with Danone

How we helped Danone create 8 food and beverage concepts for the Chinese market while training staff in practical business design methodologies.