Unanalyzed data is worse than no data at all. Raw information can be misleading and, worse, it can hide great opportunities behind a wall of detail. Our research is useful and generative for design because our analysis uncovers connections, contradictions and themes, and identifies the emotional as well as the practical needs of users and stakeholders. Once these needs are established, we can connect them with the learnings from our exploration of technology, competitive and analogous products, and social trends, forming the outline of the story that will ground our concepts and strategy.