Mastering UX research: from analysis to actionable insights with Steve Portigal

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In UX research, understanding isn’t just about gathering data—it’s about making sense of it in ways that drive impactful change.?

In this week’s Insights Unlocked, host Lija Hogan asked UX expert Steve Portigal about the critical difference between analysis and synthesis and how researchers can improve their synthesis skills to deliver actionable insights.

“Synthesis is like an alchemical process,” Steve explained. Unlike analysis, which focuses on breaking down data into manageable pieces, synthesis involves recombining that information to reveal new patterns and frameworks. "It's not just about reporting what people said," he noted, "but creating frameworks that point the way forward."

Steve emphasized that synthesis requires time and creative exploration, which can be difficult when researchers face pressure to deliver quick results. “If we don't ask for the time, we never get it,” he observed, highlighting that understanding synthesis as a distinct, essential phase can help researchers advocate for the necessary time to dig deeper.

“We’re not in the business of quoting people or just giving raw data. We need to create a narrative that helps stakeholders engage with and understand the findings.” — Steve Portigal

To effectively share synthesized findings with stakeholders, Steve advised considering the audience’s communication styles and preferences. He suggested using models like RACI (Responsible, Accountable, Consulted, Informed) to tailor the presentation of insights based on each person’s role. "We’re not in the business of quoting people or just giving raw data," he said. Instead, researchers should engage stakeholders with actionable insights presented in a narrative format that encourages understanding and connection to the data.

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With intentional synthesis and thoughtful communication, researchers can turn data into frameworks that drive meaningful decisions. "Setting yourself the intention of not just reporting what people said, but creating a new framework, will shift your approach,” Steve concluded.

Listen to the full episode to hear more of their conversation.

What are your thoughts on the role of synthesis in UX research—how do you create actionable insights from your data? Share your experiences in the comments!