Thematic Analysis of Qualitative User Research Data
Summary: User research generates masses of qualitative data in the form of transcripts and observations that can be summarized and made actionable through thematic analysis to identify the main findings.
3 minute video by 2019-10-18 3
- Maria Rosala
- Research Methods Research Methods
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How to Analyze Qualitative Data from UX Research: Thematic Analysis
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.
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Maria Rosala is the Director of Research at Nielsen Norman Group. She leads and oversees research at NN/g, trains teams around the world on UX topics, and works with clients to help them improve the user experience of their products and services.
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