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What to do after you've collected your interview data. How to analyze and synthesize the data so you have actionable insights into your product development.
Definitions
- UX research analysis - A phase where collected data is organized.
- UX research synthesis - A phase where collected data is reassembled to answer the question "Do the users need your product?"
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[MUSIC]
0:00
After collecting rich data for
user interviews,
0:04
it's time to make sense of it all.
0:07
This is a two part process,
analyzing and synthesizing.
0:10
In the analysis phase,
you'll organize your collected data.
0:15
Then in the synthesis phase you will
reassemble it in a different way.
0:19
A way that will help you answer
the question we started with.
0:23
Do the users need your products?
0:28
There is no one way to analyze and
synthesize research data and
0:31
there are no two people who
do it in the same exact way.
0:35
Figuring out what happened
during the research and
0:39
what it means is a team effort for
two excellent reasons.
0:42
One, a shared understanding clarifies
what different people in the team
0:46
learn from the research.
0:51
Sharing those learnings increases
everyone's understanding.
0:53
Two, a shared understanding also means
everyone in the team is committed to
0:58
what's coming up after
the research is done.
1:02
If people agree on what's next, they
are more committed to making it happen.
1:05
Let's go into detail about making sense
of research data in a team setting.
1:11
First, different team members have
different insights from research.
1:17
Yet, since they were all involved in
research as moderators, observers,
1:22
or people who go over the data, they
assume they agree on what they saw and
1:27
what it means.
1:31
As soon as each person's
understanding is shared and combined,
1:33
everybody understands they were seeing,
thinking, or concluding different things.
1:37
The team then shapes their
various learnings, understanding,
1:43
and insights through a process
of analysis and synthesis.
1:47
At the end of this process, the team
has reached a shared understanding
1:52
of what happened during the research and
what should be done about it.
1:56
Shared understanding is
the collective knowledge of the team
2:00
that builds up over time
as the team works together.
2:04
The more a team collectively understands
what it's doing and why, the less it
2:07
has to depend on second hand reports and
detailed documents to continue its work.
2:12
Your key take away is to involve
as many team members as possible
2:18
in research in general.
2:22
And specifically in the process
of coming to conclusions
2:24
after data collection has ended.
2:27
Next, we'll introduce affinity diagrams.
2:30
It's a popular way to
synthesize interview data.
2:33
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