Insight map
Choice drivers, barriers, context and unmet needs. Each finding is connected to observations, its scope and the decision it can inform.
RESEARCH DELIVERABLES
From research to clear decisions
See how research outputs connect observations and segments with recommendations and team priorities. Deliverables are agreed around your decision.
01
What the outputs can include
Audience segments
Groups with different tasks, behaviours and choice criteria. We explain implications for product, marketing and sales. Interviews alone do not establish market segment sizes.
Customer journey map
Stages, expectations, touchpoints, friction and improvement opportunities. Different journeys and remaining evidence gaps can be shown separately.
Recommendations and priorities
Connect each proposal to a problem, a plausible change mechanism and a way to test it. Supported findings are distinguished from hypotheses for experiments.
02
Materials your team can use
Analytical presentation
Key findings, answers to business questions and recommendations, with a clear route from the overview to supporting explanation and limitations.
Appendices and working files
Depending on scope: tables, a coding framework, interview material, journey maps and research instruments. Access to raw materials depends on participant permissions and confidentiality terms.
Team discussion
Discuss findings and their practical use. A prioritisation workshop can be scoped separately: conducting research and implementing changes are different project stages.
03
What is agreed before starting
Scope and format
Files, language, analytical depth, segment breakdowns and presentation format are agreed before fieldwork.
Assessing the output
Quality depends on whether findings answer the original question, connect to evidence and respect methodological limits. Slide count alone does not establish quality.
Explore the structure of an output
A fictional delivery service. These fragments illustrate analytical structure; they are not findings from a real client study.
Observation → interpretation → decision
Observation
The user looks for the full cost before checking out.
Hypothesis
Unclear terms make the offer difficult to compare.
Next test
Test whether total cost is clear earlier in the journey.
Compare jobs rather than invent personas
Planned purchase
Basket composition, predictable cost and convenient timing matter.
Urgent purchase
Immediate availability and delivery-time confidence matter.
A journey from need to receipt
Choose
Compare options → understand availability and terms.
Order
Check the total → confirm the order.
Receive
Understand status → receive the order → assess the experience.
From findings to a testable task
Problem
Terms become clear too late.
Change idea
Show total-cost components alongside the offer.
How to evaluate
Test comprehension, then examine behaviour using product data.
LOOYS / RESEARCH