Empathize Phase
Synthesis
&
Theming
The practice of organizing research findings in order to spot a pattern that provides deeper meaning and insight into the habits and practices of your customer/user.
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When would you use Synthesis & Theming?
Theming will follow the collection of secondary data research clues and the aggregation of primary / interview / observational findings from your field research. Each of the findings represent individual nodes of information that can be organized into a series of patterns, or possible themes, that will eventually serve as the foundation of customer insights.
Here’s where Synthesis & Theming can be a difference maker:
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You find that many of your ideas are product centric and you need user centered ideas
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You are trying to co-create solutions with customers and need to connect multiple insights
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You need to identify patterns from research that can be made actionable for product and service development
How does Synthesis & Theming work?
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1
Diverge on the WHO by creating an expansive list of users/stakeholders
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2
For each group of target users you identified, give a reason WHY you feel they would be important to learn about.
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3
Select one subject (The WHO) for each of the three categories
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4
Diverge on the HOW you will learn about each of the subjects
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5
Converge on 2-3 research options for each of your users.
Download the full Synthesis & Theming guide
Get access to instructions, templates, a case study, and more
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Deliberate Innovation Synthesis & Theming Guide
Top Synthesis & Theming Tips
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Take time to create themes on your own before coming together as a group. Often the more obvious and succinct the insight, the more profound and memorable
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Remember that there are 3 Ways to spot patterns Look for clues that follow a consistent pattern. Connect clues that create a cause-and-effect relationship or a story. Seek out clues that create contradictions
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An insightful theme should always be about people and from the user’s perspective.
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Use powerful verbs and expressive language Make the insight theme more resonant.
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Dig deeper! Use laddering to ask “WHY” to get to the underlying needs
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Check that your theme will invite possibilities (should feel actionable)
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Make sure your insights connect back to the challenge goals (from your question / fact finding)
More Synthesis & Theming Tips & Stories
Storytelling is at the heart of our teaching and is essential for understanding new concepts. Here are some short stories and tips to continue to bring this tool to life.
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