- Think of the themes of the story along with the research questions you set out to answer.
- Group the different findings into bigger themes that are coherent with each other or make the same point.
- Don’t throw out findings that aren’t related to original research -> keep them aside so we can revisit them later ->  may not be directly related but could be insightful.

Step 3: Cluster Your Findings into Themes

Compile all research findings into a written list, including evidence from quotes, analytics, surveys, and other sources. Convert each visual finding into a concise bullet-point insight while retaining the original visual for the final report.

University of Michigan - Ann Arbor

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https://www.nngroup.com/articles/complex-data-compelling-stories/ 

Turning Complex Data into Compelling Stories: A 5-Step Process (Rachel Krause)

- The research you conduct should originate in solid questions. These questions are a great starting point for your stories.
- Revisit your research question
- The story that you’ll end up telling is not about the research itself, but about the answers to your research questions.
- Remind our stakeholders why we collected this data and what we were hoping to accomplish by gathering it. And because the data will often take us in multiple directions, revisiting the original research questions will keep us on track.

Step 1: Do the Research

When you clustered your findings into themes in step 3, you may have collected insights that weren’t directly relevant to your research questions in a separate category. This is where you’ll revisit these findings and think about where they belong.

Step 4: Think About What You Left Out

- Write a one-sentence, user-focused headline for each theme identified in Step 3 (Cluster Your Findings into Themes), emphasizing what users think or do rather than what you observed.
- Read all the headlines together as a sequence: they should form a coherent narrative on their own.
- If the headlines don't tell a complete story, reword or reorder them until they clearly communicate the top insights.

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