Thematic analysis, which anyone can do, renders important aspects of qualitative data visible and makes uncovering themes easier. Qualitative behavioral data, such as observations about people’s behavior collected through contextual inquiry and other ethnographic approaches Qualitative attitudinal data, such as people’s thoughts, beliefs and self-reported needs obtained from user interviews, focus groups and even diary studies This research often produces a lot of qualitative data, which can include: In the discovery phase, exploratory research is often carried out. But how do you summarize a collection of qualitative observations? Summarizing a quantitative study is relatively clear: you scored 25% better than the competition, let’s say. Uncovering themes in qualitative data can be daunting and difficult.
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