Information Architecture is more than just menus; it’s more about the organisation of content clearly and logically. We all know how important it is to produce content that users will find valuable, but it is also equally important to make content findable. Either through SEO, site exploration, via content and of course navigation.
Your quantitative research should have provided you with some structure in the form of categories, grouping and taxonomies (labelling). If not, it’s advisable to define your data set before proceeding.
Having the data set defined like this, you’d want to test how logical they feel for the user with a card sorting exercise to see if the users’ group data in the same way that we did.
In my project for Mitsubishi Motors, I used a Hierarchical Structure and a subjective organisational scheme. This scheme facilitates learning by assisting users in understanding and drawing connections between pieces of content. Allowing users to self-identify which audience they belong to and essentially finding a relevant entry point from the top-level menu items.