Section 2: Insights
S T O R Y T E L L I N G
Getting started
The second step now is to convert all the research data into actionable insights and prioritising them.
Let's get into it:
1. Conduct user research and gather data
3. Craft a solid narrative and build your story
4. Create a distribution plan
In this section, your goal is to take the research you’ve conducted and turn it into actionable insights that will shape your storytelling.
1/ Visualise your research
Organise all the research you've gathered. Put them in one place to clearly identify patterns and trends. Use Sheets, Docs or a whiteboard if needed.
2/ Look for patterns
Once you have your data organised, begin to look for patterns.
Ask yourself:- What common themes are emerging across feedback?
- What do your customers love or dislike about your product?
- How do your competitors position themselves, and what can you learn from them?
Categorise insights into pain points (things customers struggle with) and desires (things they wish your product did better or differently).
3/ Identify core insights for each ICP
Break down your findings for each ICP - who is your target audience and what do they care about?
4/ Distill research into key themes
After gathering insights, distill everything into a few key themes. These themes will guide your narrative and product decisions.
These themes give your product, campaign, or feature launch direction and clarity.
5/ Validate with your team
Before moving forward, ensure that your insights are aligned with your team. Have discussions with the product, marketing, and other relevant teams to validate your findings. For example, after analysing customer feedback about the app’s usability, collaborate with the product team to see if these issues can be fixed. Use this feedback to refine your insights and ensure that everyone is aligned on the core message.
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