Link insights to objectives

Every finding and insight should connect to your original research objectives. If you set out to understand cart abandonment, your discoveries should illuminate that issue. Findings that don't link to objectives might be interesting but distract from your core story. This alignment ensures your map delivers promised value.

Create explicit connections using a simple framework: state the objective, present relevant findings, and if you've discovered one, reveal the insight that explains everything.

For example:

• Objective: Why do trials not convert?
• Findings: Users explore heavily in week one then disappear
• Insight: Customers treat trials as research phases for future purchases, not current decisions.

This linking process also reveals research gaps. If key objectives lack strong findings, acknowledge this honestly. If you've uncovered important findings outside original scope, note them for future investigation. Maintaining objective alignment keeps stakeholders focused while building trust through transparency.