It is the key moment, the most exciting for the team…
You meet the company, collect information, dive into the context, meet users, observe  and talk to them… in a word, you create empathy.
Then you analyze the data collected, catalog them, find the keywords, proceed by similarities, change your point of view and, step by step,
close the circle and define it.
The concept, even a single drawing on a piece of paper, hides all this behind it.