Coding in Thematic Analysis

By coding qualitative data, we can see trends and patterns, which helps us find themes. For an efficient process, create some starter codes, start broad, and use short, clear labels. Read More: https://www.nngroup.com/articles/thematic-analysis/ Watch Next: https://youtu.be/KUZ6iGvJlGI Enroll in live training: https://link.nngroup.com/yt-qual-analysis Subscribe to our weekly newsletter: https://link.nngroup.com/yt-newsletter Follow us and stay connected: Linkedin: https://www.linkedin.com/company/nielsen-norman-group Instagram: https://instagram.com/nngux?igshid=YmMyMTA2M2Y= Twitter: https://twitter.com/nngroup _______________________________________________________ Chapters: 00:00 Thematic Analysis: Definition 0:29 Why We Code Data 0:54 Coding Example 1:36 3 Tips on Coding in Thematic Analysis 1:43 1. Create Starter Codes 2:07 2. Start Broad 2:26 3. Use Short, Clear Labels 2:53 Summary 3:06 View More NN/g Content