 - To maintain your credibility, stick to the data, even if it doesn’t fully support your recommendations or hypotheses. 
- If finding contradicts, acknowledge the discrepancy and formulate a new research question to learn what’s going on.
- If the findings contradict your recommendation, it’s likely that you’re going to spend time creating the wrong solution. it’s best to acknowledge the discrepancy and formulate a new research question.

Findings That Invalidate Themes or Are Contradictory

- We don’t have control over all of the different data we’re going to get throughout our research.
- These spark interest in future research. May observe behavior that we didn’t anticipate, but still insightful for the overall project. 
- When revisiting, add these details as next steps, which will be introduced as the next research project

Unrelated, but Still Insightful Findings

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.

University of Michigan - Ann Arbor

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

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

- Lay out all of the findings in a list.
- Data will come in many forms — quotes, analytics, survey responses, and so on. 
- Summarize the insight from visual data into a bullet point
- Keep the visuals(For final report) but translate them into words.


Step 2: Create a List of Research Findings

- 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

- 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

Step 4: Think About What You Left Out

- Start by writing a one-sentence headline that captures each them you clustered in the last step. (Should be user-focused, emphasizing what they think or do)
- If you were to only read the headlines strung together, you should still understand the story that is being told. If it doesn’t tell a full story, reword and rearrange them until they appropriately communicate the top insights. 


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