Transcribing is an essential part of the research-synthesis process because it’s the only way to get your data onto the wall so that you can make sense of all of it at once. In design thinking, it is the bridge to synthesis.

Personas are created to help simplify decision making in businesses. They act as a quick reference point, on how people think and what they want, for real-world consideration.

Affinity mapping is a common method used to breakdown and understand research data, allowing you to find patterns and meaning by grouping data, based on their similarities. It involves transferring research data onto Post-It notes so that the design team can closely analysing the research gathered.