HCD - Analysis & Bridging Exam Newest 2025/2026 Actual Exam Complete Questions And Correct Detailed Answers (Verified Answers)

HCD - Analysis & Bridging Exam Newest 2025/2026 Actual Exam Complete Questions And Correct Detailed Answers (Verified Answers) Different types of insights? - Answer- General insights: broad conclusions and overarching tendencies. Key insights: the most critical, prioritized findings. Process insights: customer journey map, organized along a chronological timeline. Behavioral insights: segmentation, identifying distinct types of users. Customer/market segmentation - Answer- The process of identifying a distinct group of customers based on their specific shared needs, characteristics, or actions. Segmentation can be made according to - needs & behaviours - demography - psychography (identity, personality) Need groups - Answer- Need groups identify people who share the same needs that depends on characteristics and conditions. Why analyses? - Answer- • you have a lot a unprocessed material • Go from a big mess, turn it to insights and problem statements • Find themes and distill the insights What is important to look for? - Answer- Patterns, drivers and hinders, conflicts or problems, good quotes, gaps How to analyze? - Answer- - First make it visual - make a research wall. - Read through all the material carefully - Start to cluster the post-its in themes - Prioritize and refine insights - Formulate a short statement that describes your insight They share similar practical requirements driven by conditions such as their resources, competences, age, and lifestyles. Needs can change! Personas - Answer- Personas evoke empathy by portraying an individual's static personality, values, and cultural aspects. Personality doesn't change! Should be made out of the research, not on stereotypes. What is the core framework / The sense-making process in analysis - Answer- Data (collection), Information (interpretation), Knowledge (processing), Wisdome/Insights (reduction). Data - Answer- The raw collected stuff, has no meaning until you interpret it. Information - Answer- When you assign meaning to the data. Calls coding. Knowledge - Answer- When you find patterns across multiple pieces of information. Wisdome (insights) - Answer- How to decide how to use the knowledge in the design process. Which are the 3 paths of analysis? - Answer- Immersion, Analysis on the wall, Analysis with database Immersion - Answer- For inspiration only. - beginners and small budgets - expose design team to raw data - fast but might miss important insights Analysis on the wall - Answer- - For small teams - Cluster quotes, insights, themes on a wall - social but chaotic Database - Answer- - Large studies, When there is too much data! - Sort raw data in spreadsheets - Efficient and thorough, gives proof but less inspiring - To more carefully avoid bias and preconceptions What does results or insights on different levels mean? - Answer- - Top level insight or "big idea" that can reframe a project or lead to a new strategy. - Broader concepts like an important latent need, group segmentation, a set of principles, etc. - Bullet-lists of problems, or opportunities for improvements. How to go deeper when clustering? - Answer- spend time going through your materials to extract interesting pieces before starting clustering. After the first clustering, recluster using different "logics". Coding - Answer- Interpreting and assigning meaning to the data. Be careful when interpreting! Think of other interpretations are possible.