Author of Practical Empathy Indi Young on going deeper than insights — Carrie Neill — dscout

It’s always great to see advice from Indi Young. Here are tips on how to better identify and synthesise patterns in qualitative data.

…when you’re looking at data, don’t group things together by noun. Group them together by verb. I’ve done a lot of work with the healthcare industry, and one thing I often see research teams do is bring together insights that are all about a noun — here is all of the data that we got about how people feel about the doctors. But when you do that the intent behind what people are really saying ends up all over the place.