Analyze key findings

Once you’ve organized your data broadly based on themes, the next crucial step is to identify key insights. They essentially represent the potential answers to your original research questions and objectives.

For instance:

• If your research question is about why users do or don't buy your product, key insights might include users' pain points and their perceived value of your product.
• If you want to know what users think could be improved about your product, key insights may reveal the features that are working well and those that need improvement.
• If you are interested in understanding when users are most likely to buy your product, key insights could provide valuable information about their behaviors and daily schedules.

To derive these key insights, look for common denominators in user interview answers, focus group studies, diary entries, and other relevant sources. This process will help you further organize your data into manageable and scannable chunks, making it easier to revisit and utilize the insights later.