Insight Digger Tool

Where Great Ideas Get Their Fuel

What's This Board For?

The Insight Digger is your go-to for uncovering unexpected angles — whether you're cracking a brief, exploring cultural shifts, or going deep on your audience.

It helps you move from wide-open exploration to sharp, strategic directions. Great for early-stage thinking, idea stretch sessions, or breaking past the obvious.

🎥 Curious how it works? Watch the Insight Digger in action before you start digging.

How to Use It

1. Start loose — no Problem Statement yet. Let the tool roam. Resist the urge to be specific upfront — this is your permission to wander. Hit Spark and scroll through the insights like creative window shopping.
2. Then get focused. Now write a clear Problem Statement tied to your brand, product, or audience. Run it again to generate sharper, more targeted insights. (Spoiler: Still hit Spark.)
3. Pin what pops. Look for insights that challenge, provoke, or reveal something fresh. Pin full insights or just the fragments that stand out.
4. Filter out the obvious. Use the Exclude field to cut what feels too expected or off-brief. The tool will recalibrate and go deeper.

Understanding the Output

Every Spark from the Insight Digger serves up a mix of insight types — each one unlocking a different angle on your challenge. Here’s how to spot them, and what to do with each:

Brand Insights What the brand represents, struggles with, or stands for.

→ Use these to sharpen positioning or reframe the brand’s role in the world.

Product Insights Truths about how the product works, why people use it, or what sets it apart.

→ Great for finding creative angles in comms or shaping value props.

Cultural Insights Wider societal, tech, or trend-driven shifts.

→ Use these to connect the brand or product to what’s happening out there.

Audience Insights What people care about, how they behave, or what tensions they face.

→ Feed these into briefs, personas, and audience-first thinking.

Human Insights Universal truths, emotional drivers, or contradictions in human behavior.

→ These are your goldmine for big creative territory and powerful storytelling.

Heads Up

• Don’t jump in with a tight Problem Statement too early — let the randomness breathe
• Not every insight will be gold — skip the fluff, save the sharp
• Exclude field = underrated power move
• Remember, insights aren’t answers — they’re provocations

Pro Tips

• Hit Spark again if nothing hits — it’s like refreshing your feed
• Use Canvas Mode to cluster and map insights into territories
• Run a solo session, then compare Pins with your team — overlap is good, divergence is better

Now go dig up some gold. ✨