When your research reveals insights that span different themes, structure your report around these categories. For example, a study on what makes people complete a purchase online may reveal a host of different themes — such as visual appeal, encouraging microcopy, attractive deals, detailed product descriptions, social proof, and so on.

If you carried out an affinity mapping session during the data analysis stage, you’ll already have access to these grouped insights. Present the top 3-5 most common themes that most influenced your research recommendations. This helps provide weightage to the most critical insights of your study. For each theme, provide a theme title, brief overview, and a deeper dive for those interested in the details.^[1]