--- title: "Say Do Think Feel" description: "Groups sort field observations into Say, Do, Think, and Feel quadrants on a poster. They identify contradictions between observable behaviors and inferred internal states to surface unstated needs." last_updated: "2026-09-07" canonical: "https://unitedwetransform.com/exercises/say-do-think-feel/" --- # Say Do Think Feel Groups sort field observations into Say, Do, Think, and Feel quadrants on a poster. They identify contradictions between observable behaviors and inferred internal states to surface unstated needs. **Time:** 45 minutes. Relationship Makers Handbook suggests 45 to 180 minutes; UWT establishes this 45-minute sprint for focused synthesis. **People:** 4 to 24. Subgroups of 3 to 6 participants working around separate posters ## Choose this exercise **Purpose:** Map concrete observations and inferred user states into four categories to identify contradictions and latent needs. **Use it when:** Use during user research synthesis when teams need to process interview notes or field observations before defining problem statements. **Skip it when:** Skip when the team lacks direct observation data or user research notes to analyze. ## Materials and tools - 1 flip chart pad or whiteboard per subgroup of 3 to 6 - 3 pads of sticky notes per subgroup (preferably different colors) - 1 marker per participant - Blue painter tape for mounting posters ## Before participants arrive 1. Draw a large 2x2 grid on each flip chart paper or whiteboard section. 2. Label the top-left quadrant Say, top-right Do, bottom-left Think, and bottom-right Feel. 3. Position one poster and markers at each small group table. ## Say this to open We are sorting our raw observations to separate direct evidence from our inferences. The top half is observable facts: what the person literally said in quotes, and what actions you saw them do. The bottom half is inference: what you suspect they thought or felt during those moments. Write one observation per sticky note and place it in the matching quadrant. ## How to run it ### 1. Introduce map and set up prompts (5 minutes) Explain the four quadrants. Define Say as direct quotes or stated facts. Define Do as physical actions and observed behaviors. Define Think as beliefs or internal reasoning inferred from the context. Define Feel as emotions inferred from tone, body language, or explicit words. Give an explicit example: If a participant said 'I love this system' while frowning and clicking 'Cancel' five times, 'I love this system' goes in Say, clicking Cancel goes in Do, 'This is confusing' goes in Think, and 'Frustrated' goes in Feel. ### 2. Draft and post Say and Do sticky notes (10 minutes) Participants work individually or in pairs from their field notes. Each person writes observed quotes and concrete actions on sticky notes, one item per note. Post quotes in Say and behaviors in Do. Stop when each subgroup has at least 8 to 12 notes across the top row. ### 3. Infer Think and Feel states (10 minutes) Subgroups review their posted Say and Do notes together. Discuss what those concrete behaviors reveal about internal thoughts and feelings. Write inferred thoughts in Think and inferred emotions in Feel. Encourage teams to flag when an inference is an assumption by prefixing it with a question mark. ### 4. Identify tensions and latent needs (12 minutes) Subgroups step back and scan the entire poster. Ask groups to circle any contradictions between quadrants, such as a mismatch between what someone said and what they did. On a distinct colored note, write down at least two latent user needs surfaced by these contradictions and post them at the bottom of the board. ### 5. Room share and debrief (8 minutes) Invite one spokesperson from up to three subgroups to share one significant contradiction and the underlying need they identified. Facilitate a brief discussion using the debrief questions. ## Debrief questions - Where did you notice the strongest contradiction between what people said and what they actually did? - Which quadrant felt hardest to populate based purely on your source data? - How did separating direct quotes from your inferences change your understanding of the user need? **Finished output:** A four-quadrant empathy map with categorized observations, circled behavioral contradictions, and documented latent needs. ## Remote Set up a shared digital whiteboard with pre-drawn 2x2 grids labeled Say, Do, Think, and Feel for each breakout room. Assign participants to breakout rooms of 3 to 6. Participants create and color-code digital sticky notes directly on their team board. Keep main timer broadcast to breakout rooms. Return to the main room for screen sharing during the final debrief. ## Hybrid Keep physical and remote participants in separate working teams where possible. If mixed, assign a remote member as the lead scribe on a shared digital board while in-person members join via individual laptops, ensuring everyone interacts with the same digital canvas simultaneously. ## Access and participation choices - Participants may dictate sticky note text to a partner or post observations silently. - Anyone may choose to observe the sorting discussion and pass on speaking during the final room debrief without explanation. ## If the session gets stuck **Participants write lengthy stories on single notes instead of atomic points.** Remind the room: one quote, one action, or one emotion per note. Offer fresh notes and prompt them to split paragraphs into single thoughts. **Groups fill Think and Feel with unsupported wild guesses.** Ask the group to trace every Think and Feel note back to a specific sticky note in the Say or Do quadrants. If no observed evidence supports it, remove the note. ## Terms used here - Latent need: An underlying requirement or desire that a user may not explicitly state or realize they have. - Inference: A conclusion reached based on evidence and reasoning rather than direct explicit statement. ## Sources and adaptation Observed in Relationship Makers Handbook, pages 351-352. The core mechanic of mapping observations to Say, Do, Think, Feel quadrants and hunting for contradictions is retained from Relationship Makers Handbook. UWT structured the session into a timed 45-minute agenda, separated observable evidence entry from inference drafting, added concrete definitions with a worked neutral example, and supplied explicit hybrid and accessibility guidelines. Current run sheet: https://unitedwetransform.com/exercises/say-do-think-feel/