3.   Evaluation and Analysis of your results

While it may be useful to tabulate common responses, try not to get caught up in representational exercises. Remember as designers it is your reflection on and use of qualitative research results rather than representation of these results that is important.

Often writing a Summary of Findings is a good way of effectively consolidating your intuitive responses to the material and perhaps designing further interviews with product users. As much of the body of your research may be fairly neutral and expectable, ask yourself what stood out? What responses surprised you? What confirmed your suspicions? What sorts of things do people do to solve the problems they have? What opportunities can you see for change? How can you incorporate these opportunities into the design process?

For more to think about in relation to User or Human-Centred Design and 'Sociological Interface' Research:
The site of Donald Norman (author of The Design of Everyday Things London: DoubleDay 1990) is worth visiting for a view of a transparent, 'user-friendly' product world.
Sonicrim are an interesting design/user research organisation providing a range of publications on      co-design and user-centred design.
For a 'Normanesque' view on what makes buildings usable, go to Usable Buildings.

References
Some of these questions are drawn from Klaus Krippendorf's essay on product semantics: 'On the Essential Contexts of Artifacts or on the Proposition that 'Design is Making Sense (of Things)' in The Idea of Design Cambridge: MIT 1995.

McKenzie-Mohr, Doug and William Smith. Fostering Sustainable Behaviour: An Introduction to Community-Based Social Marketing. Gabriola Island: New Society Publishers, 1999. Website