capturing answers (see Figure 8-8) to script questions without noting additional insights — that can come later when there is a lull between interviews and team members can talk. Or, it can come at the end of the day when the note-taker can clean up the data a little and provide insight into how to fine-tune a solution or pivot. Figure 8-8. Team members Bita (middle) and Ena (far right) during the Solution demo portion of the interview at a Culver City café. Participant on the left. During or after the interviews, the note-taker or you can also color code the spreadsheet to help make the analysis quicker (just as in Chapter 5 when you analyzed the competition.) A major pain point would be color-coded red. If a key experience or product concept received an easily fixable response, the note-taker could color-code it green. Feel free to develop your own system. Analysis Phase (Two to Four Hours) As I described at the beginning of the chapter, my team and the software engineer didn’t need to analyze our findings after the guerrilla user research. It