Playbook

Use this play after Interviews. The main outcome is a set of evidence-based insights that inform project decisions.

For five interviews, this often takes a few focused days (five interviews are used for estimate purposes, to know how many people you should talk to, go back to the plan for learning play).

What it is

This play is where you analyze qualitative data.

You gather transcripts or notes in one shared space. You organize key quotes based on learning goals. Then you group related content and identify patterns. 

View full size image of Digital sticky notes with quotes from users are organized under three headings: Finding where to report, Completing a report, and What happens after submitting.

From those patterns, you write insights that explain what is happening and why it matters.

Use this play when decisions depend on research findings.

It is especially important when the work affects the public or involves significant cost. 

How to use it

Who you'll need

• One person responsible for this work 
• Small review team 

What you'll need

• Gather all transcripts or notes
• Set up a shared workspace
• Review learning goals 

Steps

1. Organize the data.

   Place all transcripts or notes in one location. 

2. Create a simple way to organize the data.
   • Base your categories on your learning goals.
   • Use short, clear labels.
   • Think of this like sorting notes into labeled groups. 
3. Sort the data.
   • Highlight key quotes and observations.
   • Place each one into the group that fits best.
   • It is okay if something fits in more than one group. Choose the best match. 
4. Group related content.
   • Create a section for each learning goal.
   • Move related quotes and notes into the same section.
   • Look for repeated themes or differences across groups. 
5. Write insights.
   • Translate patterns into clear statements.
   • Explain what is happening and why it matters.
   • Include when findings confirm or challenge your original assumptions.
   • If something contradicts what you expected, state it clearly:
     • What you set out to learn.
     • What you found instead.
     • Why it matters.
   • Note possible actions or decisions informed by each insight.
   • Make sure each insight is supported by evidence. 

What to produce

A concise document with:

• Insights tied to learning goals  
• Supporting quotes or examples  
• Clear implications or next steps  
• Confirmed and challenged assumptions 

What decisions you'll make

• Which assumptions are confirmed or rejected
• What problems to prioritize
• What changes to make before building or launching 

You're done when

• Each learning goal has clear insights.
• Insights are supported by evidence.
• The team understands the implications and next steps. 

Resources

• Digital whiteboard (analysis example) (City staff only)
  A Microsoft whiteboard for sorting and grouping research notes with your team. Use it to spot patterns together in a live session.
• Spreadsheet (analysis example) 
  An Excel file for organizing research notes in a table. Use it to sort, filter, and review patterns on your own.