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To record their findings, designers will take pictures and notes from observations of users operating or wearing their product, as well as gathering users’ opinions on this experience. Observing and speaking to a variety of user groups and experts allows for more reliable and extensive feedback than that gathered when speaking to just one person. Although analysis is not guaranteed to improve when questioning more people, asking a variety of the right people can be really useful to help change the thought process of a designer and improve the end product.

When numerous people are asked for opinions, it is important to ask questions that can be quantified to provide information that can be analysed using spreadsheets and algorithms:

• quantitative data is information that can be measured and written down with numbers, eg length.
• qualitative data is information that cannot be measured and is often based on opinion, eg favourite colour.

Being able to create charts and graphs means data can be looked at quickly and can be shared with other people in a simplified form, as .

These results will then need to be analysed so that suggestions for modifications and improvements can be put forward in order to make an even more successful product.

Face-to-face or more conversational interviews give designers the chance to ask questions and help users form an opinion by offering options for new iterations. This qualitative data is also useful in the analysis of prototype testing.

Being able to analyse and reflect on data in a positive way is a key skill of a designer. Working collaboratively can help people see the viewpoint of others and improve creativity.