This thesis presents an empirical research that aims to explore insight generation in discrete-event simulation (DES) studies. It is often claimed that simulation is useful for generating insights. There is, however, almost no empirical evidence to support this claim. The factors of a simulation intervention that affect the occurrence of insight are not clear. A specific claim is that watching the animated display of a simulation model is more helpful in making better decisions than relying on the statistical outcomes generated from simulation runs; but again, there is very limited evidence to support this. To address this dearth of evidence, two studies are implemented: a quantitative and a qualitative study. In the former, a laboratory-based experimental study is used, where undergraduate students were placed in three separate groups and given a task to solve using a model with only animation, a model with only statistical results, or using no model at all. In the qualitative study, semi-structured interviews with simulation consultants were carried out, where participants were requested to account examples of projects in which clients change their problem understanding and generate more effective ideas. The two separated parts of the study found different types of evidence to support that simulation generates insight. The experimental study suggests that insights are generated more rapidly from statistical results than the use of animation. Research outcomes from the interviews include descriptions of: the phase of a simulation study where insight emerges; the role of different methods applied and means used in discovering and overcoming discontinuity in thinking (for instance, the role of consultant s influence in problem understanding); how some factors of a simulation intervention are associated with the processes of uncovering and overcoming discontinuity in thinking (for example, the role of clients team in the selection of methods used to communicate results); and the role of the model and consultant in generating new ideas. This thesis contributes to the limited existing literature by providing a more in depth understanding of insight in the context of simulation and empirical evidence on the insight-enabling benefits of simulation based on an operational definition. The findings of the study provide new insights into the factors of simulation that support fast and creative problem solving.

User centered design is a process which aims to understand user needs and desires by using different tools and methods. This is challenging in the industry as companies have different goals compared to the academic discipline of user centered design. As companies have different goals, common UCD methods which are used in the academic field are often not used. Therefore, there is a gap in how UCD is done in practice compared to theory. Designers and user experience specialists must use the tools which are available, capitalize on the opportunity to use existing resources in the organization in order to understand users and their needs. Insights explain the why and the motivation of the consumer or user, and they are less apparent and intangible, hidden truths that result from continuous digging. Insights can be draw from several different sources, from data and qualitative sources. This thesis investigates from what available sources in an organization can insights be generated from in order to understand users and design better experiences, specifically from the organizations perspective. The purpose is not only to understand users but to drive the organization’s objectives and goals. This thesis uses an innovative collaborative workshop methodology, working with digital designers, to answer the research questions and as a result presents an insights generation model. The research has been specifically conducted for an organization, and from their available sources, but the methodology and model creation has the potential to be used in similar settings, domains or projects.