Define / Synthesis

To make sense of your findings, you want to synthesise your research by applying the following steps:

• Download all your research.
• Cluster learnings and similarities to themes.
• Find insights(the consumer's motivations or frustrations) and build opportunity areas (a phrasing of the potential area of action).
• Create HMW questions (How Might We). These are tangible statements of what is to be done.

This should result in a revamped brief that clarifies or details the initial brief or contradicts it.