First, look at the frequency distribution and identify common themes to gain insight into participants' pain points and delights. Then pinpoint what you have and have not been doing well in solving your target group's problems, as well as opportunities for improvement. You may find that the problem is slightly different than expected, or what you thought was a problem is not one at all. You may get ideas for additional product features. In any case, you end up with data on different experience categories and therefore many opportunities.