Frequency ≠ Importance in Qualitative Data

Counting how frequently something is mentioned in qualitative data will not always show you what's most important. Sometimes, the most valuable insights are mentioned only once. Read More: https://www.nngroup.com/articles/thematic-analysis/ Watch Next: https://youtu.be/dJYidA1_s3U Enroll in live training: https://www.nngroup.com/courses Subscribe to our weekly newsletter: https://www.nngroup.com/articles/subscribe/ 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 Qualitative data analysis 1:01 Prevalence is not everything 1:56 Salience = Importance 2:41 Summary 3:03 View more NN/g content