{"id":18910,"date":"2023-10-02T00:00:00","date_gmt":"2023-10-01T23:00:00","guid":{"rendered":"https:\/\/techforgood.cymru\/resource\/synthesising-user-research-how-to-do-it\/"},"modified":"2024-09-24T08:14:11","modified_gmt":"2024-09-24T07:14:11","slug":"synthesising-user-research-how-to-do-it","status":"publish","type":"resource","link":"https:\/\/promo.cymru\/cy\/resource-articles\/synthesising-user-research-how-to-do-it\/","title":{"rendered":"Synthesising user research: how to do it"},"content":{"rendered":"<p id=\"\">Listening to your users \u2014 to their needs, goals, and motivations \u2014 is interesting and invaluable. But listening is only the beginning.<\/p>\n<p id=\"\">Once you\u2019ve undertaken <a href=\"\/resource\/user-research\" target=\"_blank\" id=\"\" rel=\"noopener\">user research<\/a> you need to understand what it means. Synthesising it will help you do this.<\/p>\n<h2 id=\"\"><strong id=\"\">What is synthesis?<\/strong><\/h2>\n<p id=\"\">Synthesis is a way of processing what you\u2019ve learned and deciding what to do with it.<\/p>\n<p id=\"\">Depending on the type of research you\u2019ve done there are different ways of going about this. These methods can be quick and high-level. Or more time-consuming but richer in insights.<\/p>\n<p id=\"\">For example, let\u2019s imagine that you have a feedback survey running on your website. Users are asked to score their experience. Survey tools, like Hotjar and Maze, collate the responses so you can identify and analyse low scores. This is a fast and easy way of spotting things that don\u2019t work as users expect them to.<\/p>\n<p id=\"\">Sometimes however, you need something more in-depth. Expanding on the example above, say you\u2019ve noticed that a certain part of their website journey has a very low score. You don\u2019t understand why so you test it via some user interviews then synthesise your notes. This shows you why things don\u2019t work as users expect.<\/p>\n<h2 id=\"\"><strong id=\"\">Why synthesise user research?<\/strong><\/h2>\n<p id=\"\">Synthesising user research will help you make data-driven decisions that will improve people\u2019s experience of your services.&nbsp;<\/p>\n<p id=\"\">It will give you more confidence and help you prioritise improvements. You\u2019ll know you\u2019re solving real problems and making the most of opportunities.<\/p>\n<p id=\"\">What you\u2019re learning will also provide you with evidence that justifies why you\u2019re doing what you\u2019re doing. And the impact it\u2019s having.<\/p>\n<h2 id=\"\"><strong id=\"\">Synthesising user interviews<\/strong><\/h2>\n<p id=\"\">You might want to start with our article about <a href=\"\/resource\/why-interviews\" target=\"_blank\" id=\"\" rel=\"noopener\">why you should do user interviews<\/a>. User interviews help you to:<\/p>\n<ul id=\"\">\n<li id=\"\">fill gaps in your knowledge<\/li>\n<li id=\"\">challenge your assumptions<\/li>\n<li id=\"\">understand and empathise with your users<\/li>\n<\/ul>\n<p id=\"\">User interviews can include:<\/p>\n<ul id=\"\">\n<li id=\"\">questions about their life, behaviours, habits, expectations etc<\/li>\n<li id=\"\">tasks e.g. testing a prototype, exploring solution sketches, testing an idea<\/li>\n<\/ul>\n<p id=\"\">They also take less time than you\u2019d expect. It\u2019s commonly agreed that conducting research with 6 participants is enough. This gives you just as many insights as speaking to many more.<\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:631px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"631px\">\n<div id=\"\"><img decoding=\"async\" alt=\"Graph showing the number of test users along the bottom and problems found along the vertical axis, with a curve showing that with zero users you\u2019ll find 0% of problems, and with five or users you\u2019ll uncover 80% of problems\" src=\"https:\/\/uploads-ssl.webflow.com\/6048aaba41858510b17e1809\/63bc16290a9d2f9cac5bc182_Y_diWyq5nfZqYWOabqBNDO49A9Nl8JxCOtRxitQZ4qAsQcdfHDbsGIHjGOL0qKvVkRrNJAYbYKrb5oyhAa1GyOUbrgiaKVjg9O7ILlkJeTzQrKj9wUEcuz6RJvCkxSwY0mLWfRvrfDb2IqguAXSGxgUgC_FX5yPfgbGtyEHkJZsqGHB2uwrl2Kw7WB3dqw.gif\" id=\"\" width=\"auto\" height=\"auto\" loading=\"auto\"><\/div><figcaption id=\"\">Image credit: Nielsen Norman Group<\/figcaption><\/figure>\n<p id=\"\">It\u2019s recommended that you speak to each participant for around 45 minutes. You can talk to all 6 people in a day. Or you can spread them over 2 days.<\/p>\n<p id=\"\">One person facilitates: asks questions, builds rapport, keeps the conversation on track. At least one other person makes a record of what\u2019s happening. It\u2019s best to keep note taker\/s in another room. This stops the participant from feeling nervous or distracted.<\/p>\n<p id=\"\">If you\u2019re interviewing someone over a video calling tool, like Zoom, your facilitator needs their camera turned on. This means they can engage better with the participant. You also need to be able to see the participant, so you can observe their body language and facial expressions. It\u2019s best if those taking notes turn off their cameras once they\u2019ve introduced themselves. Again, this avoids distractions.<\/p>\n<h2 id=\"\"><strong id=\"\">Taking notes: real world<\/strong><\/h2>\n<p id=\"\">Let\u2019s think about how we gather information first. Depending on how you capture notes, synthesis might take another day. Choosing the right capture method will save you time when synthesising.&nbsp;<\/p>\n<p id=\"\">Note-taking usually involves writing interviewees\u2019 thoughts, questions, and comments on sticky notes. Stick these where everyone else can see them and add their own observations.<\/p>\n<p id=\"\">Top tip: it helps to colour-code your stickies, e.g. a pink note means the user encountered a problem. This makes it much easier to spot issues at a glance later. For example, if there are lots of pink notes for the second interview task, you know that users struggled to use or understand this part of the design. Now you know to prioritise it when you <a href=\"\/resource\/the-philosophy-and-benefits-of-iterative-development\" target=\"_blank\" id=\"\" rel=\"noopener\">iterate<\/a>.<\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:1050px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1050px\">\n<div id=\"\"><img decoding=\"async\" src=\"https:\/\/promo.cymru\/wp-content\/uploads\/2024\/07\/63bc17fe370b7b1349c6f023_unnamed-4.jpg\" alt=\"A set of hundreds of post it notes on a glass wall.\" id=\"\" width=\"auto\" height=\"auto\" loading=\"auto\"><\/div><figcaption id=\"\">User research notes. Image credit: Becky Colley<\/figcaption><\/figure>\n<p id=\"\">Another method is to use a shared spreadsheet, with a row per participant and a column per question. You can then take it in turns to capture as much as you can, from verbatim comments to tone of voice.<\/p>\n<p id=\"\">In the past I\u2019ve also used whiteboards, drawing a table and \u2018scoring\u2019 participants. A 1 means they \u2018passed\u2019 a task easily, and a 3 means they struggled or even \u2018failed\u2019. Again, you can then quickly see where any glaring problems are.<\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:1050px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1050px\">\n<div id=\"\"><img decoding=\"async\" src=\"https:\/\/promo.cymru\/wp-content\/uploads\/2024\/07\/63bc17d44fd23f1ce815e64e_unnamed-3.jpg\" alt=\"A whiteboard showing a grid of user test results.\" id=\"\" width=\"auto\" height=\"auto\" loading=\"auto\"><\/div><figcaption id=\"\">Scoring table. Image credit: Becky Colley<\/figcaption><\/figure>\n<p id=\"\">\u200d<\/p>\n<h2 id=\"\"><strong id=\"\">Taking notes: online<\/strong><\/h2>\n<p id=\"\">In our <a href=\"https:\/\/medium.com\/wethecatalysts\/six-ways-to-involve-your-users-in-shaping-your-new-digital-delivery-when-you-cant-go-and-meet-f026e82cee28\" target=\"_blank\" id=\"\" rel=\"noopener\">increasingly online world<\/a>, research is more often collated using a tool like Miro or Figma. You can use these just how you would with real-life sticky notes and whiteboards, and there are plenty of great free templates to get you started. Here\u2019s a great <a href=\"https:\/\/miro.com\/miroverse\/capturing-research-results\/?social=copy-link\" target=\"_blank\" id=\"\" rel=\"noopener\">Miro user research template<\/a>, and here\u2019s <a href=\"https:\/\/miro.com\/app\/board\/o9J_lE5NZwc=\/\" target=\"_blank\" id=\"\" rel=\"noopener\">Catalyst\u2019s free synthesis template<\/a>.<\/p>\n<p id=\"\">Whichever method you use, it helps if note-takers jot down the times when participants do or say something interesting. It will save you time when referring back later.<\/p>\n<p id=\"\">Another option is recording audio notes. You might have a note-taker who has a visual impairment, or a motor difficulty, or who simply prefers to do it this way.<\/p>\n<p id=\"\">Whatever works for your team is fine.<\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:1050px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1050px\">\n<div id=\"\"><img decoding=\"async\" alt=\"Example of how to use Figma, or an online collaboration tool, to collect and group participant information during user research\" src=\"https:\/\/uploads-ssl.webflow.com\/6048aaba41858510b17e1809\/63bc1629e41dfe590c3fce2e_Szi6LTjj2sH18cbLvcVcEHOJQGWoHMr2q6G6BBhDvyqzVTJzGBfFlsmcawmgfBi9eFQBVfKiqDvQvBA8poF8dm155q6w42L9y2Erfup9a4gYv71atZ6y4WiO22E3QTQtFnfMvqhR4JM0iUjh5nMYKhgJfi8MhycLVmgGVp44NvT9janlj4nbQUVOUQRE6Q.png\" id=\"\" width=\"auto\" height=\"auto\" loading=\"auto\"><\/div><figcaption id=\"\">Online whiteboard note template. Image credit: Becky Colley<\/figcaption><\/figure>\n<h2 id=\"\"><strong id=\"\">Video recordings<\/strong><\/h2>\n<p id=\"\">Recording isn\u2019t necessary, but really helps with note-taking. It also means that, later on, you can show others how your users feel and behave. It\u2019s much more impactful to see an actual example, rather than hearing it from someone else.<\/p>\n<p id=\"\">If you\u2019re using a professional user research lab, they\u2019ll almost certainly record your sessions and share these with you afterwards.<\/p>\n<p id=\"\">If you\u2019re doing it yourself, you can use any technology you have \u2014 even a phone. It can be easiest to use Microsoft Teams or Zoom, because they have built-in features to help you. Transcripts and captions make it easier to take notes, and they\u2019re also more <a href=\"\/resource\/why-accessibility-really-matters-on-charity-websites\" target=\"_blank\" id=\"\" rel=\"noopener\">accessible<\/a> and <a href=\"https:\/\/www.thecatalyst.org.uk\/resources\/digital-inclusion\" target=\"_blank\" id=\"\" rel=\"noopener\">inclusive<\/a>. For example if you\u2019re sharing your research with d\/Deaf people.<\/p>\n<p id=\"\">If you decide to record participants, be sure to get their permission. If you\u2019re interviewing young people or people with learning disabilities, check with their parent\/s, guardian\/s, or carer\/s. Be clear what you\u2019ll use recordings for. Ask participants to sign something or give verbal consent during the recording.<\/p>\n<h2 id=\"\"><strong id=\"\">Making sense of it all<\/strong><\/h2>\n<p id=\"\">No matter how you took notes, it\u2019s a good idea to collate them using an online tool (like Figma, Miro, or Excel). You can more easily share this with others, to get their involvement, and even add video or audio clips so that everything is in one place.<\/p>\n<p id=\"\">Look for common patterns, such as low scores or particular-coloured sticky notes. Organise these in a way that makes sense to you. Group them together. Highlight a spreadsheet column in a bold colour. Create a graph to show the ups-and-downs of specific tasks.<\/p>\n<p id=\"\">Pull out specific quotes, and audio or video clips. What is it that makes them interesting? Does the user perfectly articulate the problem? Are they saying something positive, but their facial expression says something else?<\/p>\n<p id=\"\">This rich qualitative data is invaluable. It \u2018fleshes out\u2019 your quantitative research. It makes it more engaging when sharing with others. It can help you <a href=\"https:\/\/www.designkit.org\/methods\/3\" target=\"_blank\" id=\"\" rel=\"noopener\">write \u201chow might we\u201d questions<\/a>, by enabling you to see opportunities from a user\u2019s perspective.<\/p>\n<p id=\"\">Remember: you\u2019re not just trying to validate your ideas and assumptions. You want to truly learn what your users are struggling with so you can make improvements. You\u2019re also looking for what you\u2019re doing well, so you can keep doing it.<\/p>\n<h2 id=\"\"><strong id=\"\">Sharing, collaborating, deciding<\/strong><\/h2>\n<p id=\"\">It\u2019s fantastic if you can include your stakeholders at every point of this process. Depending on the size of your organisation this may not be possible, but what\u2019s important is to involve others when you can.<\/p>\n<p id=\"\">Discussing your findings helps avoid bias. People with different lived experiences bring different perspectives. This includes those with different ethnic backgrounds, genders, and\/or health conditions. Embrace all this!<\/p>\n<p id=\"\">Getting input from others can also help you to challenge assumptions. In my team, we have \u2018playback\u2019 meetings at the end of each <a href=\"\/resource\/what-is-ux-and-why-does-it-matter\" target=\"_blank\" id=\"\" rel=\"noopener\">discovery phase<\/a>. Researchers share a research summary, play a video clip or two, and we all ask questions. It gives everyone a chance to feed in.<\/p>\n<p id=\"\">If you\u2019re not part of a team, see if you can share with colleagues from another department. Or use your online support networks, like connections on Twitter or LinkedIn. Any extra viewpoints are useful.<\/p>\n<p id=\"\">Sharing your research ensures everyone is on the same page and you can get agreement about which insights should become what actions.<\/p>\n<h2 id=\"\"><strong id=\"\">So, what next?<\/strong><\/h2>\n<p id=\"\">Start somewhere. It\u2019s better to research and synthesise than not, even if it is a new activity for you.<\/p>\n<p id=\"\">Get more help from this Catalyst guide: <a href=\"https:\/\/wearecast.gitbook.io\/catalyst-puns\/guides\/guide-3-how-to-find-themes-and-insights-from-user-interviews\" target=\"_blank\" id=\"\" rel=\"noopener\">How to find themes and insights from user interviews<\/a>.<\/p>\n<p>Or see how other organisations synthesise their results: <\/p>\n<ul>\n<li>Action for Children: <a href=\"https:\/\/www.shareddigitalguides.org.uk\/guides\/understanding-and-storing-user-research-data-using-mural-and-trello\" target=\"_blank\" rel=\"noopener\">Understanding and storing user research data using Mural and Trello<\/a> <\/li>\n<li id=\"\">Blood Cancer UK: look at Step 6 of <a href=\"https:\/\/www.shareddigitalguides.org.uk\/guides\/designing-user-centred-services-using-miro-figma-and-chatgpt\" target=\"_blank\" rel=\"noopener\">Designing user-centred services using Miro, Figma and ChatGPT.<\/a><\/li>\n<\/ul>\n<p id=\"\">\u200d<\/p>\n<p id=\"\">&#8212;<\/p>\n<p id=\"\">Main image by <a href=\"https:\/\/unsplash.com\/@joszczepanska?utm_source=medium&#038;utm_medium=referral\" target=\"_blank\" id=\"\" rel=\"noopener\">Jo Szczepanska<\/a> on <a href=\"https:\/\/unsplash.com\/?utm_source=medium&#038;utm_medium=referral\" target=\"_blank\" id=\"\" rel=\"noopener\">Unsplash<\/a><\/p>\n","protected":false},"featured_media":18915,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"tags":[],"resource-category":[1972],"class_list":["post-18910","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource-category-user-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Synthesising user research: how to do it - ProMo Cymru<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promo.cymru\/cy\/resource-articles\/synthesising-user-research-how-to-do-it\/\" \/>\n<meta property=\"og:locale\" content=\"cy_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Synthesising user research: how to do it - ProMo Cymru\" \/>\n<meta property=\"og:description\" content=\"Listening to your users \u2014 to their needs, goals, and motivations \u2014 is interesting and invaluable. But listening is only the beginning. Once you\u2019ve undertaken user research you need to understand what it means. Synthesising it will help you do this. What is synthesis? 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