Look beyond the average.
Customers with similar profiles can have very different needs. Combine direct conversations with observed behaviour, and be careful about treating a small or convenient sample as the whole market.
Separate evidence from interpretation
Keep the original question, context and limitations alongside your findings. A memorable quote can explain an experience, but it cannot establish how common that experience is.
A useful starting point
Write a short note describing your situation, the question you are trying to answer and the evidence you have. Keep it specific enough that someone else can understand the decision without guessing.