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Making Sense of it All2:36 with Hope Armstrong
What to do after you've collected your interview data. How to analyze and synthesize the data so you have actionable insights into your product development.
- UX research analysis - A phase where collected data is organized.
- UX research synthesis - A phase where collected data is reassembled to answer the question "Do the users need your product?"
Rainbow spreadsheet - A collaborative analysis tool
[MUSIC] 0:00 After collecting rich data for user interviews, 0:04 it's time to make sense of it all. 0:07 This is a two part process, analyzing and synthesizing. 0:10 In the analysis phase, you'll organize your collected data. 0:15 Then in the synthesis phase you will reassemble it in a different way. 0:19 A way that will help you answer the question we started with. 0:23 Do the users need your products? 0:28 There is no one way to analyze and synthesize research data and 0:31 there are no two people who do it in the same exact way. 0:35 Figuring out what happened during the research and 0:39 what it means is a team effort for two excellent reasons. 0:42 One, a shared understanding clarifies what different people in the team 0:46 learn from the research. 0:51 Sharing those learnings increases everyone's understanding. 0:53 Two, a shared understanding also means everyone in the team is committed to 0:58 what's coming up after the research is done. 1:02 If people agree on what's next, they are more committed to making it happen. 1:05 Let's go into detail about making sense of research data in a team setting. 1:11 First, different team members have different insights from research. 1:17 Yet, since they were all involved in research as moderators, observers, 1:22 or people who go over the data, they assume they agree on what they saw and 1:27 what it means. 1:31 As soon as each person's understanding is shared and combined, 1:33 everybody understands they were seeing, thinking, or concluding different things. 1:37 The team then shapes their various learnings, understanding, 1:43 and insights through a process of analysis and synthesis. 1:47 At the end of this process, the team has reached a shared understanding 1:52 of what happened during the research and what should be done about it. 1:56 Shared understanding is the collective knowledge of the team 2:00 that builds up over time as the team works together. 2:04 The more a team collectively understands what it's doing and why, the less it 2:07 has to depend on second hand reports and detailed documents to continue its work. 2:12 Your key take away is to involve as many team members as possible 2:18 in research in general. 2:22 And specifically in the process of coming to conclusions 2:24 after data collection has ended. 2:27 Next, we'll introduce affinity diagrams. 2:30 It's a popular way to synthesize interview data. 2:33
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