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As soon as you are finished classifying the answers, merge all of the classification data into one long spreadsheet. Create tables in which you calculate the number of times different category values happened and their percentages (see Table 1.3).

TABLE 1.3 SAMPLE EXPERIENCE SAMPLING TABULATED DATA

Location Category	Count	Percentage
Home	274	18%
Way to store	12	1%
In car	46	3%
At parking lot	32	2%
At store	1,058	70%
Way from store	97	6%
Total	1,519	100%

You can further break down the data by “user type” in columns to the right. For example, you can use men vs. women, younger vs. older, or whatever other user types have been identified/recruited.

You can then easily produce bar charts to indicate what’s happening most frequently. These charts show how many times certain values occurred for any particular variable in any given category. For example, you can create a bar chart for the Location category (Figure 1.4). You can also create bar charts that look deeper into one variable across a certain category. For instance, what are the grocery shopping issues that occurred at people’s homes? (See Figure 1.5.) These bar charts will tell you the story of the data you collected in numbers.

FIGURE 1.4 A bar chart for the Location category.

FIGURE 1.5 A bar chart that crosses a variable and a category—grocery shopping issues at home.