Coda for Research: Craft and Run Simple, Polished Studies (馃尪 Mild Kit)
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5. Distill Insights

Choose which insights to highlight from your interviews.
馃挕 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 鈥+ New row鈥 link at the bottom of the table, then double-click the 鈥楻elated Assumption鈥 column to select an assumption you鈥檇 like to add insights to. Select the name of a person in the 鈥Participant鈥 list that yielded a related insight. Once done, add your insights, then select 鈥Add to report鈥 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鈥檛 disappoint, they鈥檙e 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 鈥渓oud鈥 the banana section is inside the store is as important as its reputation outside of the store
The banana鈥檚 minimal distractions help the user quickly understand the most essential information.
1
Hal E. Pe帽a
A banana is a banana. There鈥檚 really not much that could persuade this user to think otherwise.
Open
Users aren鈥檛 looking to learn more about bananas, they believe they know what they need to know.


2. Summarize and Decide if Worth Acting
Given the insights you鈥檝e identified above, determine if each of your assumptions was True or False.
Select 鈥楾rue鈥 or 鈥楩alse鈥 in the 鈥楢ssumption T/F鈥 column. Then, switch the 鈥榃orth acting on?鈥 toggle to 鈥榦n鈥 if you think a particular insight is worth acting on, so it can automatically be added to the table below.

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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 鈥渓oud鈥 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鈥檒l share with stakeholders on the page .
For each 鈥業nsight鈥 listed, type out a recommendation framed as a 鈥楶otential Next Step鈥.
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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