During an
intensive five-week period, 65 customers (lust and must passengers) took part in this ‘insightment community’,
which began with an ethnographic track in which customers observe their own journey by means of photos and
quotes. On the basis of both these observations and those from the ZMET method, participants were empowered to
dig deeper and arrive at insights together in a community discussion. The community yielded more than 3,600 posts