Highlights

Highlights capture the most significant quotes, moments, and insights from your research. They bring the human voice into your findings and make data memorable.

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What Are Highlights?

Highlights are:

• Key quotes that capture important insights
• Notable moments from video/audio responses
• Representative statements that illustrate themes
• Standout responses worth special attention

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Types of Highlights

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Quotable Insights

Powerful statements that encapsulate key findings:

“I would pay double if it actually worked reliably.” — Respondent on reliability vs. price tradeoff

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Emotional Moments

Responses that reveal strong feelings:

“Honestly, I felt really let down. I trusted them and they just didn’t deliver.” — On customer experience failure

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Unexpected Findings

Surprising perspectives that challenge assumptions:

“I actually prefer less features. Everything is so complicated now.” — Against feature complexity

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Representative Views

Common sentiments expressed particularly well:

“It’s fine, nothing special. I use it because everyone else does.” — Capturing the “default” user mindset

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Finding Highlights

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In Your Report

Look for:

• Highlighted quote sections
• “Key Quotes” or “Highlights” section
• Quote call-outs in analysis sections
• Video/audio clips marked as highlights

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Using Report Chat

Ask for highlights:

• “What are the most powerful quotes about [topic]?”
• “Show me memorable responses about customer service”
• “What surprising statements did participants make?”

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Using Highlights

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In Presentations

Highlights make data human:

• Open with a compelling quote
• Illustrate findings with real voices
• Close with a memorable statement

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In Reports

Include highlights to:

• Break up quantitative data
• Add emotional resonance
• Make findings tangible

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For Decision-Making

Highlights can:

• Make abstract data concrete
• Generate empathy for users
• Illustrate the “so what” of findings

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Highlight Best Practices

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Highlight Selection

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What Makes a Good Highlight

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What to Avoid

• Overly long quotes that lose impact
• Quotes that need extensive explanation
• Extreme outliers presented as representative
• Quotes taken out of context

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Video/Audio Highlights

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Why They’re Powerful

Video and audio highlights add:

• Tone and emotion
• Non-verbal communication
• Authenticity and credibility
• Engagement for stakeholders

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Using Video Highlights

• Play during presentations
• Include in digital reports
• Share with team members
• Save for future reference

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Creating Clips

If supported, you can:

• Select key portions of recordings
• Create short highlight clips
• Compile a highlight reel

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Organizing Highlights

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By Theme

Group highlights by topic:

• Price-related quotes
• Quality feedback
• Service comments
• Feature requests

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By Sentiment

Organize by tone:

• Positive highlights
• Critical feedback
• Mixed or nuanced views

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By Persona

Associate with audience segments:

• Power user quotes
• New customer perspectives
• Different demographic viewpoints

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Sharing Highlights

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With Teams

Share highlights to:

• Build shared understanding
• Generate discussion
• Inspire action

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With Stakeholders

Use highlights to:

• Make data accessible
• Create emotional connection
• Support recommendations

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With External Audiences

If sharing externally:

• Ensure participant consent
• Remove identifying information
• Maintain confidentiality

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Common Questions

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Highlight Checklist

Before using a highlight:

• Verified the full context
• Confirmed it’s representative (not an outlier)
• Checked for accurate transcription
• Removed identifying information
• Noted the source segment/context

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Next Steps