This booklet reviews Rich Insights!2010, an elective course for MSc students Industrial Design Engineering at Delft University of Technology, in cooperation with user centered design agency Muzus and various participating companies with a specific case study. In continuation of the previous course [with one company as a client] the 2010 elective is a new challenge for five different types of companies, from small-medium sized enterprises to large enterprises. Tools and techniques used in user centered design , i.e. contextmapping, are put into practice by the students in these five different case studies. Ranging from athletes to parents on the go, from DIY painters to entrepreneurs and youngsters. This booklet provides insights on the theoretical substantiation of contextmapping as well as the application of the techniques, by means of the different cases explained and reviewed in text and image.@en