Coda for Research: Craft and Run Simple, Polished Studies (🌶 Mild Kit)
5. Insights analysis
A view of user interview notes and space to flow write insights, research answers and recommendations –– focusing on one step at a time.
Use the to manage each interview’s study questions, notes, and insights. As you craft detailed insights based on the notes, you’ll grow an . 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
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.
There are no rows in this table
This keeps track of the growing list of insights you gathered while evaluating user interviews in the 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 next. Focus on filling out the columns in green.
Insights log
Detailed Insight
Participants
Contributing Interviews
1
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. answer our research questions, which leads to our . Focus on filling out the columns in green.
Research answers
Question
Detailed insights
Answer
Assumption
Average assumption validity
Honing our understanding
Highlight Reel
1
What does it take to compel someone to try one of our bananas?
When a user tries a banana for themselves via taste or smell, they're sold.
New recipes open users' minds to banana possibilities.
A physical booth with samples is the most guaranteed way to compel purchase.
Users would be more compelled to interact with our bananas if we offered in-store fresh-cooked recipes.
This was true...and capitalizing on the senses drives adoption.
2
Why do users buy bananas from our store?
We are not holding and keeping user attention when they walk into the store.
Users are attracted by items related to bananas that we sell in our store.
Users see how bananas at our store are better than those at other stores.
But... bananas are not the only product that meets user needs.
There are no rows in this table
Recommend actions based on your research answers, which can shared as you report on your study findings. Focus on filling out the columns in green.
Recommendations
Answer
Research team recommendation
1
A physical booth with samples is the most guaranteed way to compel purchase.
Display a very unusual rare type of banana (i.e., pink bananas, finger bananas)
2
Users are attracted by items related to bananas that we sell in our store.
Bananas should stay next to rare fruits to prompt impulse sales, and better signage should be added
There are no rows in this table
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