ideaction

You can read an interesting article from Sumit Roy here. Sumit comes from univbrands, an Indian organization that advocates learning by 'doing'.

The article discusses an insight generation tool that he uses to identify that much sought after 'Aha Moment'. He uses a tool called an Aha tree like to one below. To me a tool like this is a useful way of structuring thinking and arguably another twist on Laddering. But I'm not sure it will work for all research questions were insight is the objective.

The Aha tree might be a useful start point for developing an initial theory or hypothesis on any given topic. Yes I agree with Sumit that observation and projective techniques can help reach the Aha moment. But not everyone is going to use a technique like this in the right way.

Ultimately the rigour of well designed qualitative research will be much more powerful than Sumit's 'on the hoof' insight generation. Decide for yourselves...