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Synthesizing Research

Turn research findings into actionable insights and decisions

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From Data to Decisions

Research is only valuable if it leads to better decisions. Synthesis is the process of turning raw research data into clear insights and actionable recommendations.

Good synthesis identifies patterns, highlights gaps, reveals opportunities, and flags risks. It connects the dots across different research sources to paint a complete picture.

5 Steps to Synthesize Research

1

Collect All Research

Gather all your research in one place: interview notes, survey results, industry reports, competitor data.

2

Look for Patterns

What themes appear multiple times? What did 5+ people mention? What trends show up in data?

3

Identify Gaps and Opportunities

Where are competitors weak? What needs are unmet? What is changing in the market?

4

Flag Risks and Threats

What could go wrong? What assumptions might be wrong? What competitive threats exist?

5

Make Recommendations

Based on what you learned, what should you do? Be specific. Give clear next steps.

Organize Your Insights

Organize Research Insights

Customer frustration with pricing complexity
Source: 8 of 10 interviews

Implication: Simplify pricing model

Users want mobile app
Source: Survey: 72% said mobile is critical

Implication: Prioritize mobile development

SMBs willing to pay more for better support
Source: Interview themes + competitor reviews

Implication: Invest in support team

Market growing 18% annually
Source: Industry reports (Gartner, Forrester)

Implication: Large opportunity if we move fast

Make Data-Driven Decisions

Turn Research into Decisions

Question

Should we build this product?

Research Evidence
Market Size
TAM: $850M, growing 15% annually
✓ Large enough opportunity
Customer Need
9/10 interviews said this is a critical problem
✓ Real pain point
Willingness to Pay
80% would pay $50-100/month
✓ Revenue potential
Competition
3 competitors, all have major weaknesses
✓ Opportunity to differentiate
Decision

Go: Market is large, problem is real, customers will pay, we can compete.

Confidence: High

Create a Research Report

Document your research in a clear, scannable format that stakeholders can actually use:

Executive Summary (1 page)

3-5 key findings, what they mean, what you should do. Write this last, but put it first.

Research Questions & Methods

What did you want to learn? How did you research it? Who did you talk to?

Key Findings

Patterns, gaps, opportunities, risks. Use quotes, data, examples. Make it concrete.

Recommendations

What should we do? Prioritize 3-5 actions. Be specific. Give timelines.

Appendix

Raw data, full interview transcripts, survey results, sources. For those who want details.

Share Research Effectively

✓ Do This

  • • Lead with key insights, not data
  • • Use visuals (charts, quotes, highlights)
  • • Make it scannable with clear headings
  • • Connect insights to decisions
  • • Present findings, do not hide behind data

✗ Avoid This

  • • 50-page reports no one reads
  • • Dumping raw data without synthesis
  • • Burying insights in the middle
  • • Presenting data without interpretation
  • • Making people hunt for the answer
💡

Research Is Only Valuable If It Changes Decisions

Do not research for the sake of research. Every research project should answer specific questions and lead to specific actions. If research does not change what you do, you wasted time and money.

Key Takeaways

  • •Synthesis turns raw research into insights: patterns, gaps, opportunities, risks.
  • •5 steps: collect research, find patterns, identify gaps, flag risks, make recommendations.
  • •Research reports: executive summary, methods, findings, recommendations, appendix.
  • •Share effectively: lead with insights, use visuals, make it scannable, connect to decisions.
  • •Research is only valuable if it changes decisions. Always tie research to action.
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