Data were first analysed on a fairly informal basis throughout fieldwork with the objective of adapting interview questions and becoming familiar with the data. Second, the main phase of data analysis involved an in-depth analysis of interview and focus group transcripts from each of the case studies used in the discovery and dream phases of AI. Themes were extracted from the data and tabulated in such a way that each was linked with as many relevant quotes as possible. Third, data from the online forum conducted in the design phase were used to refine and complete the analysis.