Guerrilla analyzing - Sketch Tutorial

(upbeat music) - Okay, breathe. You've made it back from the wilds of your guerrilla research sessions and now you have a lot of notes. Now what? Guerrilla or not, one of the longest parts of research can be the analysis and synthesis. You run into risk any time you cut things, but it's especially dangerous to cut rigor out of analysis. - Oh no! - You can't really do much to speed up the analysis process. Here's where it helps if you set a clear hypothesis early on. For one, you can start thinking after each session to see what you've learned about your goals and hypothesis. Let's talk about my research assistant, Braumer. His barometer for success was five treats in a day. Every time he gets a treat, he can take a note that he's little closer to the goal. Then, at the end of the day, he either got them or he didn't. Okay, he always does. The point is, if you set clear criteria for success, interpreting the data should be pretty easy. You'll still want to rely on traditional analysis…