Separate Quotes from Insights
Distinguish raw interview data, researcher inference, and actionable insight.
Principle: Keep evidence, interpretation, and recommendation in separate lanes until the pattern is clear. The Move For every strong quote, ask: What did we observe? What do we think it means? What job or decision does that suggest? Do not let the most emotional quote outrank a repeated pattern. Why It Works Affinity synthesis reduces bias by making the whole evidence set visible. JTBD keeps the interpretation tied to progress. Interview technique makes the notes concrete enough to compare. Practice Lens The strongest research readout shows its ladder: notes -> themes -> insight -> design implication.
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