Turn research findings into concept images in Talk to Your Data

Participants in a US running study described their ideal shoe: comfortable first, supportive second, durable third. Turning a finding like that into something a designer or stakeholder can react to usually means writing a brief, waiting on a design round and holding the next wave of fieldwork until the visual comes back. The words sit in a report while the team argues about what they would look like.

Concept images from findings, how it works and what it changes, no sound needed.

How it works

• Start from a completed study. Open Talk to Your Data on the study and ask for a visual in plain words, for example "design the shoe these participants described".

• The image comes from the findings. Talk to Your Data builds it from what participants said in the study. Participants never see or touch it during their interview.

• Change it in the chat. Ask for a new version based on feedback, a different direction, or a mind map of the central themes instead.

• Test it next. Take the image into your next study, for example as stimulus in a screener, and put it in front of consumers.

We asked it to design the running shoe

We ran that running shoe study ourselves and asked Talk to Your Data to design the shoe participants described. The video at the top of this page shows what it made.

Research teams asked for it in three situations

These come from teams we work with in home appliances, confectionery, telecom, travel, food and household goods. We kept them anonymous.

• Picture what participants described. Teams wanted an image of the product, pack or offer people asked for, built from the features and wishes in the study.

• Revise a concept and test it again. Teams wanted to fold what consumers liked and disliked into a new version and show it to the next group.

• A first draft for brand and marketing teams. Teams wanted a visual to share alongside the findings soon after fieldwork closes, so stakeholders react to something concrete.

What this means for your research

The step from finding to stimulus now happens where you already analyze the study. You can go from what participants said to a concept worth testing without writing a separate design brief first, and keep the next round moving.

One limit to know: a generated image shows how the AI read your findings. Check it against the quotes and themes behind it, treat it as a draft for your design team to refine, and use the next round of video conversations to learn what consumers make of it.

Read the Talk to Your Data guide to start a conversation on your study.