Thorough user research doesn’t end with the collection of data. It is equally important to analyse the data in order to derive insights about the design problem. User research methods such as interviews (p.92) can lead to large amounts of data, which makes it difficult to gain insights just by looking through the data, for example, listening to audio recordings or reading through transcripts.
Continued on pages 22–23 of Design. Think. Make. Break. Repeat.