You have just started to work for a major qualitative marketing research agency. The CEO notes that her researchers use a great variety of methods to keep field notes, ranging from scrappy notes taken at interviews to detailed diaries. You have been given the task of designing a format of field notes that will incorporate ‘short notes made at the time of observation or interview’, ‘expanded notes made as soon as possible after each session of interviews or observations’, ‘a fieldwork journal to record problems and ideas that arise during each stage of fieldwork’, and ‘a provisional running record of analysis and interpretation’. Present the design and the case you would make to other researchers to use your format.