Formulate Insight: Deriving Themes
Objective
Derive common themes and superior interests from collected feedback. Identify patterns and root causes from your ground truth research.
Analysis Process
Step 1: Review Ground Truth Data
Refer back to: Ground Truth
Step 2: Identify Patterns
Talents Insights
From the problems discovered, here are the deeper insights:
- INSIGHT 1: Visibility = Survival
If skilled talents cannot be seen or found, they cannot get jobs, regardless of how good they are.
- INSIGHT 2: Digital platforms ignore artisans
Fashion designers, barbers, hairdressers, plumbers, carpenters, etc., are not really represented on online job platforms.
- INSIGHT 3: Overcrowded digital marketplaces discourage new talents
Digital talents are overshadowed by older, more established freelancers on global platforms.
- INSIGHT 4: Talents need income stability, not occasional work
They want predictable weekly jobs, not random opportunities.
Patterns from Talents
From interviews, these repeated patterns emerged:
- “No clients”
- “No platform for us”
- “People don’t trust new people”
- “The existing apps are too crowded”
- “I don’t have a shop, so people don’t know my work”
- “Clients underpay”
- “Artisans have no online presence”
- “We do get leads but we’ll embrace a platform that provides better opportunities and visibility”
Insight Summary Statement
Skilled Nigerians don’t just need a platform, they need visibility, trust, and consistent access to opportunities in both the digital and local markets.
Next Steps
Proceed to Formulate Hypothesis to develop your problem statement based on these insights.
Last updated: 18/12/2025