INSIGHTS
The magic of research is in the output. Data doesn't offer much until it is analyzed to find patterns, relationships and trends. When cross-referenced with the human sentiment gathered from qualitative research, the core findings unearthed using data analysis transform into novel and actionable insights.
Sometimes theres nothing better than writing ideas and quotes on post-its to form the foundation for meaningful insights
Findings are great, but without the why, they don't offer much in the way of action—proper insights pull back the curtain and offer opportunities for improvement
Every insight should be backed by data, supported with quotes, and provide ideas about how to create meaningful change
To offer the greatest impact, insights should tie to project goals and have layers of opportunity