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Each of your team members will have seen, heard and learned about lots of different needs, goals, behaviours, values, decision-making strategies and motivations.

Share what you’ve learnt as a team. It’s important to do this even if you didn’t split up to do research, because sharing stories can bring out the key observations made by each team members.

Sharing your research highlights is a good place to start for this step. As the conversation progresses, you might find you enter into a discussion about these insights.

Sticky notes are invaluable here. As one person is talking, the other team members can write observations in columns on:

  • need
  • value
  • decision-making criteria
  • anecdotes

At the end of the discussion, you should be able to outline the insights that need further research, from the ones that are clear and understood by all.