Want the full breakdown?
We walk through the method (with examples) here:
👉 www.sunbeam.cx/blog/turning...

We call it a “bottom-up” insight model.
Think building with Legos, not sand. Each block is a real user moment.

This gives you insights that are:
✔ Grounded in reality
✔ Easy to trace back to users
✔ More actionable for product teams

We've found you can flip the process, there's more upfront work but it then lets you draw out far more interesting patterns.
→ Start with concrete moments (not themes)
→ Preserve raw context
→ Cluster after you understand what's being said

The problem? We try to extract themes too early.
We collapse diverse input into vague takeaways before we really understand what people are saying.