1. Finding Themes:
introduction to making sense
PAMF + IDEO Confidential

2. How do we make meaning?

3. It’s about finding patterns

4. It’s also about creating context

5. SYNTHESIS is finding meaning
Synthesis is the process
of making sense of field
research by bringing
patterns of information
together in a
meaningful way.
Successful synthesis
connects multiple layers
together into compelling
narrative.

6. Developing a synthesis mindset
Synthesis is:
» More art than science
» Painful yet satisfying
» Magical, when it all comes together
» Start with finding themes

7. Developing a synthesis mindset
Balancing new & existing knowledge
During synthesis, it’s
important to keep an
open mind.

8. This is what it looks like:
2 weeks of synthesis in 3 minutes

9. ACTIVITY: FINDING THEMES
This activity is about bringing visibility and clarity
to human needs.
Observation: Elizabeth labels all her
ointments with the body part they are for.
Quote: “I keep track of all her food intake and
insulin needs in my head.” - Deirdre
Theme: Patients seek support in managing
medication.

10. ACTIVITY: FINDING THEMES
Observation: Sheila, Leslie and Rick all had
trouble figuring out what a “portion” was when
making a meal.
Quote: “I went out and bought smaller dishes
to make sure I was closer to the sizes that
portions seemed to be” -Sean
Theme: people need help in sticking to the
right portions sizes-Sean had a work-around

11. ACTIVITY: FINDING THEMES
Observation: Dan and Mary had trouble
remembering what their primary care physician
told them.
Observation: Celia had trouble recalling what
her doctor told her so she asked if she could
use a little digital recorder and record the visit.
Theme: People need help remembering
doctors instructions-Celia had a work-around

12. TIP: Getting Unstuck
Synthesis is challenging, messy and fluid, so it’s natural to feel
unsettled and have emotional lows. Try to stay positive and follow
these strategies when you’re stuck to get you back on track.
Tell the story now. Imagine that the CEO has just
walked into the room. Immediately tell them the top 5
things you learned.
Tell it to a child. Imagine a 10-year-old asks you what
you learned on the project. Explain it simply, without
jargon. Bonus points for pictures!
Spend your own money. Which insights do you think
will lead to the big ideas? Where would you place your bet
if it were your own money?

13. Synthesis Guidelines
Trust in stories: Focus on the individual and
resist the urge to generalize or hypothesize.
Don’t rush the process: It may take a while
to find meaning, so give it some time to
emerge.
Listen actively: Engagement from the whole
team is critical to the process.
Go past the surface: Dig deeper by asking
“why?” several times.
Look for patterns: Build up to the big ideas
by putting together patterns along the way.
Edit and filter: Don’t be afraid to let go of
superfluous information or patterns that don’t
move the project ahead.
Play with the data: Try out many ways of
slicing and dicing the information, and don’t
expect each try to be successful.
Build on the ideas of others: Use what
others say as sparks for new thoughts.
Tell it through words and pictures:
Experiment with words, charts, pictures and
prototypes until you have a robust way to
express your thinking.
Own your point of view: Don’t give up too
quickly if others don’t get it; keep working at it
if you feel there’s a “there” there.

14. Synthesis!
What does what you are
hearing and learning with
your patients mean?
What are patterns?
How might this information
be represented graphically?
We call these Frameworks

16. The 2 by 2 diagram
See
Think
Do
Feel

17. The 2 by 2 diagram

18. 2 by 2 Diagram

19. 2 by 2 Diagram

20. 2 by 2 Diagram

21. Amtrak Acela Train

22. Amtrak Acela Train

23. Amtrak Acela Train
Customer Journey

26. Journey Diagram

27. The From-To Diagram

28. The From-To Diagram

29. Let’s work in our groups
and create either a:
2 by 2 Framework
Patient Journey diagram
From-To diagram
For one or more of your volunteers