4 w's Framework

Shared on
September 28, 2019
Qualitative Research

A framework for organizing user research data:

  • What you saw
  • What you heard
  • What it means (Emerging Insight)
  • Why it matters (Implications)

I've given 1 example per quadrant here for simplicity, but in reality you'd want to see patterns & trends across x amount of observations (what you saw & heard) for it to become an emerging insight & implication.


What's fun is to see the tension between observed and expressed needs. That's where the kernel of a good idea starts.


What users say vs. what they do are usually two different things. Combine it with how you interpret it, though and it becomes a powerful thing.

Download the worksheet
Download the worksheet for this framework for free, and be the first to know when new frameworks are posted.
Thanks, It's all yours!
If you like this resource, consider becoming a patron to show your appreciation and get access to more premium content.
Download PDF
Oops! Something went wrong while submitting the form.