1. Each interview with a customer is put in the Samples table,
2. and individual observations gleaned from those interviews—for example, "Too many potato-based items at the snack bar"—are put into the Nuggets table, with a link to the recording of the interview and a timestamp.
3. Nuggets are also categorised by:
   1. the associated emotions,
   2. which Props (items and locations) are associated with the nugget,
   3. and the stage of the user lifecycle (or Journey) in which the nugget occurred (onboarding, membership, etc.).

Airtable: Organize anything you can imagine