. You can then compare your insights next to your assumptions, and rate the validity of your assumptions. Focus on filling out the columns in green.
Clear sample data
Interview log
Participant
Persona
Research Question
Search
Participant
Persona
Study question
Notes
Insights
Clips
Our assumption
Assumption validity
Participant
Persona
Study question
Notes
Insights
Clips
Our assumption
Assumption validity
1
Jenny Penny
Specialty store enthusiast
I see you’ve just purchased a bundle of bananas. In 1-2 minutes, describe what motivated you to buy bananas from this store, if anything.
Jenny was walking out of the store and noticed someone with bananas. They looked good so she went in and added them to her shopping list
We are not holding and keeping user attention when they walk into the store.
Users see how bananas at our store are better than those at other stores.
2
Nick Slick
Specialty store enthusiast
I see you’ve just purchased a bundle of bananas. In 1-2 minutes, describe what motivated you to buy bananas from this store, if anything.
Every time user walks into our store with the intent to buy bananas, he gets distracted by the cucumbers. Look at variety! He is so distracted that he fails to follow the signs to the banana aisle.
We are not holding and keeping user attention when they walk into the store.
Users see how bananas at our store are better than those at other stores.
3
Hal E. Peña
Occasional splurger
How likely are you to purchase bananas today?
Had no ability to tell one banana from another
When a user tries a banana for themselves via taste or smell, they're sold.
Users would be more compelled to interact with our bananas if we offered in-store fresh-cooked recipes.
4
Hal E. Peña
Occasional splurger
Now imagine that you had encountered this banana booth in our store. Walk through the experience of interacting with this booth as you normally would.
Liked it but not familiar with banana bread
New recipes open users' minds to banana possibilities.
Users would be more compelled to interact with our bananas if we offered in-store fresh-cooked recipes.
above. You can also use this table in reverse: add new insights directly to this table, to create a menu of insights that you can select from while evaluating the interview notes. Evaluating these insights will help you arrive at your
We are not holding and keeping user attention when they walk into the store.
Jenny Penny
Nick Slick
Jenny was walking out of the store and noticed someone with bananas. They looked good so she went in and added them to her shopping list
Every time user walks into our store with the intent to buy bananas, he gets distracted by the cucumbers. Look at variety! He is so distracted that he fails to follow the signs to the banana aisle.
2
When a user tries a banana for themselves via taste or smell, they're sold.
Hal E. Peña
Had no ability to tell one banana from another
3
New recipes open users' minds to banana possibilities.
Hal E. Peña
Liked it but not familiar with banana bread
There are no rows in this table
Use detailed insights to craft research answers and evaluate original assumptions.