Coda for Research: Craft and Run Simple, Polished Studies (🌶 Mild Kit)
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Coda for Research: Craft and Run Simple, Polished Studies (🌶 Mild Kit)

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5. Distill Insights

Choose which insights to highlight from your interviews.
💡 Research Tip

Review the notes you made for each participant and turn them into key insights. Then, check off which findings are worthy of highlighting later in your summary section, which might be worth acting on and what your recommendations are for potential next steps. NOTE: This page relies on data you've entered in the previous parts of this toolkit.

1. Add Insights and Connect to Assumptions
Select an assumption to evaluate.
Click the ‘+ New row’ link at the bottom of the table, then double-click the ‘Related Assumption’ column to select an assumption you’d like to add insights to. Select the name of a person in the ‘Participant’ list that yielded a related insight. Once done, add your insights, then select ‘Add to report’ next to those you think are worth adding to your summary report.
Organize insights
5
Related Assumption
Participant
Notes
Insight
Add to report
Users are not finding and exploring banana types that align to their original intent or use case for hiring our product.
1
Nick Slick
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.
Open
We are not holding and keeping user attention when they walk into the store.
User sees how bananas at our store are better than those at others stores, which motivates them to buy bananas.
2
Pepper de la Salsa
The only reason this user comes to our store is because of the banana selection. He heard there are pink bananas, and he has to see them for himself. Sure enough, we didn’t disappoint, they’re pink alright.
Open
Competitive differentiation in the banana aisle compels buyers unfamiliar with our brand to head to our stores.
Nick Slick
User was distracted from his quest to find bananas, but the bright nature of the pink bananas made him take notice of the banana section, and he grabbed a bundle.
Open
How bright and “loud” the banana section is inside the store is as important as its reputation outside of the store
The banana’s minimal distractions help the user quickly understand the most essential information.
1
Hal E. Peña
A banana is a banana. There’s really not much that could persuade this user to think otherwise.
Open
Users aren’t looking to learn more about bananas, they believe they know what they need to know.
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2. Summarize and Decide if Worth Acting
Given the insights you’ve identified above, determine if each of your assumptions was True or False.
Select ‘True’ or ‘False’ in the ‘Assumption T/F” column. Then, switch the ‘Worth acting on?’ toggle to ‘on’ if you think a particular insight is worth acting on, so it can automatically be added to the
Recommendations
⁠
table below.

Search
Related Assumption
Assumption T/F?
Insight
Worth acting on?
User sees how bananas at our store are better than those at others stores, which motivates them to buy bananas.
2
True
2
Competitive differentiation in the banana aisle compels buyers unfamiliar with our brand to head to our stores.
How bright and “loud” the banana section is inside the store is as important as its reputation outside of the store
Users are not finding and exploring banana types that align to their original intent or use case for hiring our product.
1
True
1
We are not holding and keeping user attention when they walk into the store.
⁠


3. Add Recommendations for Next Steps
A summary of all the recommendations you’ll share with stakeholders on the
6. Report Findings
⁠
page .
For each ‘Insight’ listed, type out a recommendation framed as a ‘Potential Next Step’.
Recommendations
5
Insight
Potential Next Step
1
We are not holding and keeping user attention when they walk into the store.
Bananas should stay in the back to prompt impulse sales, but vibrant signage could be the difference between finding them, and not.
2
Competitive differentiation in the banana aisle compels buyers unfamiliar with our brand to head to our stores.
Lean into even more of the competitive differentiation in the product itself. Tout this differentiation on social to compel word of mouth.
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Up next :
6. Report Findings
⁠

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