How to arrange the insights of the interviews?

Convergence tools to make order of the chaos and understand our "Persona"

Thinkers Co Blog - How to arrange the insights of the interviews?
Once we have done our interviews, how we analyze all the information compiled? The Insight Cluster is a convergence tool. We seek to analyze, classify, and synthesize information to obtain significant findings (insights), concepts discovered from the facts extracted from the research, to identify areas of action and new opportunities.

How does it work? We take colorful post-its and write each piece of information in an independent one. We avoid using single words because they can generate misunderstandings. Not everyone understands things equally, our ability to interpret information in one way, or another, depends on our experience and, as we said before, we have to avoid reflecting our cognitive bias in the information that our informant provided us. Therefore, each piece of information will be independent and constructed with complete self-explanatory sentences (subject + predicate). We can use the textual phrases the interviewee told us in quotes (verbatims).

Once we have dumped all the information in post-its, we stick them in a panel. Next, we cluster them in clouds of information in an intuitive way, putting together those who are talking about the same thing. In this step, you have to avoid putting them together in the same words. Many times although it seems that we are talking about the same thing because they contain the same word, the piece of information is touching different aspects of the same concept.


Socialization is necessary to be happy.

To learn a good practice is to socialize.

Once the information is clustered, it is necessary to synthesize each cluster in a complete sentence that synthesizes all the post-its that it contains. This phrase will be the one that inspires our design. To respect the visual part of the process and be able to understand it at a glance, we recommend using different color of post-its. For example, if for the pieces of information we have used yellow, for the synthesis we will use green. This phrase is what tells us, what our idea should contain to provide value to the user. These are our areas of action. From these syntheses, our challenges will depart. The simplest way to turn an action area into a challenge is with this formula: how could we + area of 鈥嬧媋ction.


They do not want to own a car, they just want to move from one place to another by car, when they need it.

How could we move by car from one place to another when we need it?

A challenge may contain several findings. Sticking with the challenge is very important. Many times the challenge that arises does not respond to the user demand, and then we get nothing. Take time to build the challenge, make a divergence of challenges, and see which one inspires you the most, and also, which one adds the most value to the people for whom you are designing.


We have chosen the Persona tool at this point in our itinerary with the aim of turning over the results of the investigation.

The persona goes a step further than the archetype. They are very similar concepts. The archetype represents the characteristics of a group of users based on their needs and behaviors. The persona represents the same differences but has a name and a story, humanizes the archetype. It is easier to empathize with a Persona than with an archetype when it comes to solving their problems, but both are valid.

Both are a description of a ‘character’ that represents a behavioral profile we have observed.

The fundamental aspects to build Personas are his personal history and his vital moment. Habits, behaviors, needs, and motivations.

These aspects change depending on the framework and the challenge and arise from the research.

To inspire, we can also add other data such as age, insert a photo, or make a drawing to represented its archetype and context. All the elements added will enrich the profile and clarify it. It does not consist of adding infinite attributes. If it clarifies goes ahead, otherwise, it may not make sense because it does not complete it, it only generates noise.

Check out this web app to generate, in a fun way, avatars for your people and make them face.

Published at 24/12/2018

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