Summary: Identifying the main themes in data from user studies — such as: interviews, focus groups, diary studies, and field studies — is often done through thematic analysis.
Uncovering themes in qualitative data can be daunting and difficult. Summarizing a quantitative study is relatively clear: you scored 25% better than the competition, let’s say. But how do you summarize a collection of qualitative observations?
In the discovery phase , exploratory research is often carried out. This research often produces a lot of qualitative data, which can include:
Qualitative attitudinal data, such as people’s thoughts, beliefs and self-reported needs obtained from user interviews, focus groups and even diary studies
Maria Rosala | Sciencx (2022-08-17T17:00:00+00:00) How to Analyze Qualitative Data from UX Research: Thematic Analysis. Retrieved from https://www.scien.cx/2022/08/17/how-to-analyze-qualitative-data-from-ux-research-thematic-analysis/
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