Here's a look at what goes on in an Insight Club.
Help Us Find the "Pain Points"
 Activities at this stage center on finding what consumers are using now to do an existing "job". Two examples of jobs include getting energy in the morning or amusing your kids at night. You will help us discover the shortcomings of existing alternatives--why they don't do a good job of meeting consumer needs--and the opportunities for innovation.
Activities will seek to uncover:
- Needs, behaviors, and priorities in product/service use
- General problems/"pain points" with existing products/services
- Bad and good experiences with specific products/services
- Opinions regarding competitive products and recent innovations
- Wish lists for new products
Evaluate New Ideas
 Increasingly, companies are also seeking the input of customers at the evaluation stage. You might help us critique inventions that were created by a client's internal R&D or by BIG's inventor network.
Activities will be directed to discovering:
- Best ideas
- Improvements to all ideas
- Key benefits and selling points from your point of view
- Ideal target consumer for specific innovations
Refining Ideas
 Once the target list of innovations has been narrowed, companies begin development. At this stage, critical details are resolved as you help companies define all aspects of the consumer's experience with the product/service.
Activities will help companies:
- Refine and improve products in development
- Focus and critique branding and positioning
- Determine ideal offers
- Evaluate marketing messages, ads, etc.
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