MKTG90041 Chap.4 Research Synthesis and Problem Framing
Research Synthesis and Problem Framing
Define turns a large set of research notes into one defensible problem. The course uses affinity mapping to keep observations separate, group them by similarity, promote supported clusters into themes, and write insights that explain what was learned and why it matters. A problem statement then identifies the person, context, progress and consequence without inserting a preferred feature.
A well-sized How Might We question reopens the solution space while preserving that evidence. This chapter makes every transformation visible so a reader can trace the opportunity backward to field material.
What this chapter covers
- 01
One observation or quote per note with enough context to interpret it
- 02
Affinity clusters that emerge from similarity rather than preset categories
- 03
Themes supported across people or evidence sources
- 04
Insights that state learning and significance rather than repeating a quote
- 05
Problem frames built around people, progress, context and consequence
- 06
How Might We questions that are focused on need but open on response
Worked example · free
AskSia practice weighting: frame clinic arrival uncertainty
- 1Cluster evidence around orientation, duplicate information and workaround behaviour.
- 1Name the theme as uncertain arrival status rather than kiosk demand.
- 1Write an insight linking invisible status to copying, repetition and anxiety.
- 1Frame the need for an unambiguous status and next action before clinical intake.
- 1Ask how arrival progress might be visible while staff help remains available.
Key terms
- Affinity mapping
- A visual synthesis method that groups separate evidence notes by natural similarity.
- Theme
- A named recurring pattern supported by several observations or evidence sources.
- Insight
- An evidence-linked statement explaining what the team learned and why the pattern matters.
- Problem statement
- A focused account of a person's progress, context and consequence that avoids a preferred solution.
- How Might We
- An opportunity question that reopens ideation around a defined human problem.
- Solution assumption
- An untested belief that a particular feature, channel or intervention will resolve the problem.
Research Synthesis and Problem Framing FAQ
When does a cluster become a theme?
A cluster becomes meaningful when related evidence appears across more than one person or source and supports a coherent pattern. Repeated notes from one interview may be important, but they do not establish a cross-user theme by themselves.
What is the difference between a theme and an insight?
A theme names a recurring pattern, while an insight interprets what the pattern reveals and why it matters for customer progress or design. The insight should still trace back to the observations that support it.
How can a problem statement avoid prescribing a solution?
Write the relevant person or group, context, progress and evidence-backed consequence. Remove interface, channel and feature language. If several different responses could address the sentence, the frame is more likely to remain open.
How wide should a How Might We question be?
It should be narrow about the human problem and broad about the form of the response. A useful question carries forward the person, progress and boundary but still permits changes to information, roles, process, space or technology.
Exam move
Practise the full synthesis chain with a small set of original observations: separate notes, group them, name themes, write insights, choose a problem and open it with a How Might We question. At each step, explain what information was retained and what interpretation was added. Test every problem statement by removing the implied feature. Compare an overbroad opportunity question, a solution-led one and a productive one.
Keep assumptions visible, including who was represented, which consequence was inferred and what rival explanation remains. This makes Define a reasoned convergence rather than a tidy wall of notes. Run a trace-back review after writing the opportunity question. Point to the problem statement, insight, theme and original notes that justify every important noun.
If a claim cannot be traced, label it as an assumption or remove it. Then invite a rival grouping of the same notes to test whether the selected frame is robust.
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