Using what you found.
WHAT TO DO FIRST
Write down what you learned, including what contradicted your expectations.
WHY THE CONTRADICTIONS
They are the valuable part.
WHAT TO SEPARATE
What you observed What you concluded What remains assumed
WHY
Conclusions harden into facts unless the distinction is kept.
WHAT TO PRODUCE
A short summary: what we found, what it means, what we will do.
HOW SHORT
A page.
WHAT TO INCLUDE
How many people you spoke to Who they were What was consistent What was not
WHY THE SAMPLE
It tells the reader how much weight to give it.
WHAT TO DECIDE
The specific action.
WHAT ACTIONS RESEARCH TYPICALLY SUPPORTS
Proceed Proceed with changes Test further Stop
WHY STOP MUST BE AVAILABLE
Research that can only confirm is not research.
WHAT TO DO ABOUT FINDINGS YOU DISLIKE
Take them seriously, particularly if they recur.
WHAT TO SHARE
The findings, with whoever is affected.
WHY
They will encounter the same customers.
WHAT TO KEEP
The record, and the customer quotations.
WHY QUOTATIONS
They persuade internally far better than summaries.
WHAT TO REVISIT
The research, when circumstances change.
