thematic analysis in qualitative research 6 steps

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How to do a thematic analysis

What is a thematic analysis?

When is thematic analysis used, braun and clarke’s reflexive thematic analysis, the six steps of thematic analysis, 1. familiarizing, 2. generating initial codes, 3. generating themes, 4. reviewing themes, 5. defining and naming themes, 6. creating the report, the advantages and disadvantages of thematic analysis, disadvantages, frequently asked questions about thematic analysis, related articles.

Thematic analysis is a broad term that describes an approach to analyzing qualitative data . This approach can encompass diverse methods and is usually applied to a collection of texts, such as survey responses and transcriptions of interviews or focus group discussions. Learn more about different research methods.

A researcher performing a thematic analysis will study a set of data to pinpoint repeating patterns, or themes, in the topics and ideas that are expressed in the texts.

In analyzing qualitative data, thematic analysis focuses on concepts, opinions, and experiences, as opposed to pure statistics. This requires an approach to data that is complex and exploratory and can be anchored by different philosophical and conceptual foundations.

A six-step system was developed to help establish clarity and rigor around this process, and it is this system that is most commonly used when conducting a thematic analysis. The six steps are:

• Familiarization
• Generating codes
• Generating themes
• Reviewing themes
• Defining and naming themes
• Creating the report

It is important to note that even though the six steps are listed in sequence, thematic analysis is not necessarily a linear process that advances forward in a one-way, predictable fashion from step one through step six. Rather, it involves a more fluid shifting back and forth between the phases, adjusting to accommodate new insights when they arise.

And arriving at insight is a key goal of this approach. A good thematic analysis doesn’t just seek to present or summarize data. It interprets and makes a statement about it; it extracts meaning from the data.

Since thematic analysis is used to study qualitative data, it works best in cases where you’re looking to gather information about people’s views, values, opinions, experiences, and knowledge.

Some examples of research questions that thematic analysis can be used to answer are:

• What are senior citizens’ experiences of long-term care homes?
• How do women view social media sites as a tool for professional networking?
• How do non-religious people perceive the role of the church in a society?
• What are financial analysts’ ideas and opinions about cryptocurrency?

To begin answering these questions, you would need to gather data from participants who can provide relevant responses. Once you have the data, you would then analyze and interpret it.

Because you’re dealing with personal views and opinions, there is a lot of room for flexibility in terms of how you interpret the data. In this way, thematic analysis is systematic but not purely scientific.

A landmark 2006 paper by Victoria Braun and Victoria Clarke (“ Using thematic analysis in psychology ”) established parameters around thematic analysis—what it is and how to go about it in a systematic way—which had until then been widely used but poorly defined.

Since then, their work has been updated, with the name being revised, notably, to “reflexive thematic analysis.”

One common misconception that Braun and Clarke have taken pains to clarify about their work is that they do not believe that themes “emerge” from the data. To think otherwise is problematic since this suggests that meaning is somehow inherent to the data and that a researcher is merely an objective medium who identifies that meaning.

Conversely, Braun and Clarke view analysis as an interactive process in which the researcher is an active participant in constructing meaning, rather than simply identifying it.

The six stages they presented in their paper are still the benchmark for conducting a thematic analysis. They are presented below.

This step is where you take a broad, high-level view of your data, looking at it as a whole and taking note of your first impressions.

This typically involves reading through written survey responses and other texts, transcribing audio, and recording any patterns that you notice. It’s important to read through and revisit the data in its entirety several times during this stage so that you develop a thorough grasp of all your data.

After familiarizing yourself with your data, the next step is coding notable features of the data in a methodical way. This often means highlighting portions of the text and applying labels, aka codes, to them that describe the nature of their content.

In our example scenario, we’re researching the experiences of women over the age of 50 on professional networking social media sites. Interviews were conducted to gather data, with the following excerpt from one interview.

In the example interview snippet, portions have been highlighted and coded. The codes describe the idea or perception described in the text.

It pays to be exhaustive and thorough at this stage. Good practice involves scrutinizing the data several times, since new information and insight may become apparent upon further review that didn’t jump out at first glance. Multiple rounds of analysis also allow for the generation of more new codes.

Once the text is thoroughly reviewed, it’s time to collate the data into groups according to their code.

Now that we’ve created our codes, we can examine them, identify patterns within them, and begin generating themes.

Keep in mind that themes are more encompassing than codes. In general, you’ll be bundling multiple codes into a single theme.

To draw on the example we used above about women and networking through social media, codes could be combined into themes in the following way:

You’ll also be curating your codes and may elect to discard some on the basis that they are too broad or not directly relevant. You may also choose to redefine some of your codes as themes and integrate other codes into them. It all depends on the purpose and goal of your research.

This is the stage where we check that the themes we’ve generated accurately and relevantly represent the data they are based on. Once again, it’s beneficial to take a thorough, back-and-forth approach that includes review, assessment, comparison, and inquiry. The following questions can support the review:

• Has anything been overlooked?
• Are the themes definitively supported by the data?
• Is there any room for improvement?

With your final list of themes in hand, the next step is to name and define them.

In defining them, we want to nail down the meaning of each theme and, importantly, how it allows us to make sense of the data.

Once you have your themes defined, you’ll need to apply a concise and straightforward name to each one.

In our example, our “perceived lack of skills” may be adjusted to reflect that the texts expressed uncertainty about skills rather than the definitive absence of them. In this case, a more apt name for the theme might be “questions about competence.”

To finish the process, we put our findings down in writing. As with all scholarly writing, a thematic analysis should open with an introduction section that explains the research question and approach.

This is followed by a statement about the methodology that includes how data was collected and how the thematic analysis was performed.

Each theme is addressed in detail in the results section, with attention paid to the frequency and presence of the themes in the data, as well as what they mean, and with examples from the data included as supporting evidence.

The conclusion section describes how the analysis answers the research question and summarizes the key points.

In our example, the conclusion may assert that it is common for women over the age of 50 to have negative experiences on professional networking sites, and that these are often tied to interactions with other users and a sense that using these sites requires specialized skills.

Thematic analysis is useful for analyzing large data sets, and it allows a lot of flexibility in terms of designing theoretical and research frameworks. Moreover, it supports the generation and interpretation of themes that are backed by data.

There are times when thematic analysis is not the best approach to take because it can be highly subjective, and, in seeking to identify broad patterns, it can overlook nuance in the data.

What’s more, researchers must be judicious about reflecting on how their own position and perspective bears on their interpretations of the data and if they are imposing meaning that is not there or failing to pick up on meaning that is.

Thematic analysis offers a flexible and recursive way to approach qualitative data that has the potential to yield valuable insights about people’s opinions, views, and lived experience. It must be applied, however, in a conscientious fashion so as not to allow subjectivity to taint or obscure the results.

The purpose of thematic analysis is to find repeating patterns, or themes, in qualitative data. Thematic analysis can encompass diverse methods and is usually applied to a collection of texts, such as survey responses and transcriptions of interviews or focus group discussions. In analyzing qualitative data, thematic analysis focuses on concepts, opinions, and experiences, as opposed to pure statistics.

A big advantage of thematic analysis is that it allows a lot of flexibility in terms of designing theoretical and research frameworks. It also supports the generation and interpretation of themes that are backed by data.

A disadvantage of thematic analysis is that it can be highly subjective and can overlook nuance in the data. Also, researchers must be aware of how their own position and perspective influences their interpretations of the data and if they are imposing meaning that is not there or failing to pick up on meaning that is.

How many themes make sense in your thematic analysis of course depends on your topic and the material you are working with. In general, it makes sense to have no more than 6-10 broader themes, instead of having many really detailed ones. You can then identify further nuances and differences under each theme when you are diving deeper into the topic.

Since thematic analysis is used to study qualitative data, it works best in cases where you’re looking to gather information about people’s views, values, opinions, experiences, and knowledge. Therefore, it makes sense to use thematic analysis for interviews.

After familiarizing yourself with your data, the first step of a thematic analysis is coding notable features of the data in a methodical way. This often means highlighting portions of the text and applying labels, aka codes, to them that describe the nature of their content.

How to do thematic analysis

Last updated

8 February 2023

Reviewed by

Miroslav Damyanov

Uncovering themes in data requires a systematic approach. Thematic analysis organizes data so you can easily recognize the context.

• What is thematic analysis?

Thematic analysis is   a method for analyzing qualitative data that involves reading through a data set and looking for patterns to derive themes . The researcher's subjective experience plays a central role in finding meaning within the data.

Streamline your thematic analysis

Find patterns and themes across all your qualitative data when you analyze it in Dovetail

• What are the main approaches to thematic analysis?

Inductive thematic analysis approach

Inductive thematic analysis entails   deriving meaning and identifying themes from data with no preconceptions.  You analyze the data without any expected outcomes.

Deductive thematic analysis approach

In the deductive approach, you analyze data with a set of expected themes. Prior knowledge, research, or existing theory informs this approach.

Semantic thematic analysis approach

With the semantic approach, you ignore the underlying meaning of data. You take identifying themes at face value based on what is written or explicitly stated.

Latent thematic analysis approach

Unlike the semantic approach, the latent approach focuses on underlying meanings in data and looks at the reasons for semantic content. It involves an element of interpretation where you theorize meanings and don’t just take data at face value.

• When should thematic analysis be used?

Thematic analysis is beneficial when you’re working with large bodies of data. It allows you to divide and categorize huge quantities of data in a way that makes it far easier to digest.  

The following scenarios warrant the use of thematic analysis:

You’re new to qualitative analysis

You need to identify patterns in data

You want to involve participants in the process

Thematic analysis is particularly useful when you’re looking for subjective information such as experiences and opinions in surveys , interviews, conversations, or social media posts. 

• What are the advantages and disadvantages of thematic analysis?

Thematic analysis is a highly flexible approach to qualitative data analysis that you can modify to meet the needs of many studies. It enables you to generate new insights and concepts from data. 

Beginner researchers who are just learning how to analyze data will find thematic analysis very accessible. It’s easy for most people to grasp and can be relatively quick to learn.

The flexibility of thematic analysis can also be a disadvantage. It can feel intimidating to decide what’s important to emphasize, as there are many ways to interpret meaning from a data set.

• What is the step-by-step process for thematic analysis?

The basic thematic analysis process requires recognizing codes and themes within a data set. A code is a label assigned to a piece of data that you use to identify and summarize important concepts within a data set. A theme is a pattern that you identify within the data. Relevant steps may vary based on the approach and type of thematic analysis, but these are the general steps you’d take:

1. Familiarize yourself with the data(pre-coding work)

Before you can successfully work with data, you need to understand it. Get a feel for the data to see what general themes pop up. Transcribe audio files and observe any meanings and patterns across the data set. Read through the transcript, and jot down notes about potential codes to create. 

2. Create the initial codes (open code work)

Create a set of initial codes to represent the patterns and meanings in the data. Make a codebook to keep track of the codes. Read through the data again to identify interesting excerpts and apply the appropriate codes. You should use the same code to represent excerpts with the same meaning. 

3. Collate codes with supporting data (clustering of initial code)

Now it's time to group all excerpts associated with a particular code. If you’re doing this manually, cut out codes and put them together. Thematic analysis software will automatically collate them.

4. Group codes into themes (clustering of selective codes)

Once you’ve finalized the codes, you can sort them into potential themes. Themes reflect trends and patterns in data. You can combine some codes to create sub-themes.

5. Review, revise, and finalize the themes (final revision)

Now you’ve decided upon the initial themes, you can review and adjust them as needed. Each theme should be distinct, with enough data to support it. You can merge similar themes and remove those lacking sufficient supportive data. Begin formulating themes into a narrative. 

6. Write the report

The final step of telling the story of a set of data is writing the report. You should fully consider the themes to communicate the validity of your analysis.

A typical thematic analysis report contains the following:

An introduction

A methodology section

Results and findings

A conclusion

Your narrative must be coherent, and it should include vivid quotes that can back up points. It should also include an interpretive analysis and argument for your claims. In addition, consider reporting your findings in a flowchart or tree diagram, which can be independent of or part of your report.  

In conclusion, a thematic analysis is a method of analyzing qualitative data. By following the six steps, you will identify common themes from a large set of texts. This method can help you find rich and useful insights about people’s experiences, behaviors, and nuanced opinions.

• How to analyze qualitative data

Qualitative data analysis is the process of organizing, analyzing, and interpreting non-numerical and subjective data . The goal is to capture themes and patterns, answer questions, and identify the best actions to take based on that data. 

Researchers can use qualitative data to understand people’s thoughts, feelings, and attitudes. For example, qualitative researchers can help business owners draw reliable conclusions about customers’ opinions and discover areas that need improvement. 

In addition to thematic analysis, you can analyze qualitative data using the following:

Content analysis

Content analysis examines and counts the presence of certain words, subjects, and contexts in documents and communication artifacts, such as: 

Text in various formats

This method transforms qualitative input into quantitative data. You can do it manually or with electronic tools that recognize patterns to make connections between concepts.  

Narrative analysis

Narrative analysis interprets research participants' stories from testimonials, case studies, interviews, and other text or visual data. It provides valuable insights into the complexity of people's feelings, beliefs, and behaviors.

Discourse analysis

In discourse analysis , you analyze the underlying meaning of qualitative data in a particular context, including: 

Historical 

This approach allows us to study how people use language in text, audio, and video to unravel social issues, power dynamics, or inequalities. 

For example, you can look at how people communicate with their coworkers versus their bosses. Discourse analysis goes beyond the literal meaning of words to examine social reality.

Grounded theory analysis

In grounded theory analysis, you develop theories by examining real-world data. The process involves creating hypotheses and theories by systematically collecting and evaluating this data. While this approach is helpful for studying lesser-known phenomena, it might be overwhelming for a novice researcher. 

• Challenges with analyzing qualitative data

While qualitative data can answer questions that quantitative data can't, it still comes with challenges.

If done manually, qualitative data analysis is very time-consuming.

It can be hard to choose a method. 

Avoiding bias is difficult.

Human error affects accuracy and consistency.

To overcome these challenges, you should fine-tune your methods by using the appropriate tools in collaboration with teammates.

Learn more about thematic analysis software

What is thematic analysis in qualitative research.

Thematic analysis is a method of analyzing qualitative data. It is applied to texts, such as interviews or transcripts. The researcher closely examines the data to identify common patterns and themes.

Can thematic analysis be done manually?

You can do thematic analysis manually, but it is very time-consuming without the help of software.

What are the two types of thematic analysis?

The two main types of thematic analysis include codebook thematic analysis and reflexive thematic analysis.

Codebook thematic analysis uses predetermined codes and structured codebooks to analyze from a deductive perspective. You draw codes from a review of the data or an initial analysis to produce the codebooks.

Reflexive thematic analysis is more flexible and does not use a codebook. Researchers can change, remove, and add codes as they work through the data. 

What makes a good thematic analysis?

The goal of thematic analysis is more than simply summarizing data; it's about identifying important themes. Good thematic analysis interprets, makes sense of data, and explains it. It produces trustworthy and insightful findings that are easy to understand and apply. 

What are examples of themes in thematic analysis?

Grouping codes into themes summarize sections of data in a useful way to answer research questions and achieve objectives. A theme identifies an area of data and tells the reader something about it. A good theme can sit alone without requiring descriptive text beneath it.

For example, if you were analyzing data on wildlife, codes might be owls, hawks, and falcons. These codes might fall beneath the theme of birds of prey. If your data were about the latest trends for teenage girls, codes such as mini skirts, leggings, and distressed jeans would fall under fashion.  

Thematic analysis is straightforward and intuitive enough that most people have no trouble applying it.

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A Comprehensive Guide to Thematic Analysis in Qualitative Research

What is Qualitative Data?

What do all the methods above have in common? They result in loads of qualitative data. If you're not new here, you've heard us mention qualitative data many times already. Qualitative data is non-numeric data that is collected in the form of words, images, or sound bites. Qual data is often used to understand people's experiences, perspectives, and motivations, and is often collected and sorted by UX Researchers to better understand the company's users. Qualitative data is subjective and often in response to open-ended questions, and is typically analyzed through methods such as thematic analysis, content analysis, and discourse analysis. In this resource we'll be focusing specifically on how to conduct an effective thematic analysis from scratch! Qualitative data is the sister of quantitative data, which is data that is collected in the form of numbers and can be analyzed using statistical methods. Qualitative and quantitative data are often used together in mixed methods research, which combines both types of data to gain a more comprehensive understanding of a research question.

UX Research Methods

There are many different types of UX research methods that can be used to gather insights about user behavior and attitudes. Some common UX research methods include:

• Interviews: One-on-one conversations with users to gather detailed information about their experiences, needs, and preferences.
• Surveys: Online or paper-based questionnaires that can be used to gather large amounts of data from a broad group of users.
• Focus groups: Group discussions with a moderated discussion to explore user attitudes and behaviors.
• User testing: Observing users as they interact with a product or service to identify problems and gather feedback.
• Ethnographic research: Observing and interacting with users in their natural environments to gain a deep understanding of their behaviors and motivations.
• Card sorting: A technique used to understand how users categorize and organize information.
• Tree testing: A method used to evaluate the effectiveness of a website's navigation structure.
• Heuristic evaluation: A method used to identify usability issues by having experts review a product and identify potential problems.
• Expert review: Gathering feedback from industry experts on a product or service to identify potential issues and areas for improvement.

Introduction to Thematic Analysis of Qualitative Data

Thematic analysis is a popular way of analyzing qualitative data, like transcripts or interview responses, by identifying and analyzing recurring themes (hence the name!). This method often follows a six-step process, which includes getting familiar with the data, sorting and coding the data, generating your various themes, reviewing and editing these themes, defining and naming the themes, and writing up the results to present. This process can help researchers avoid confirmation bias in their analysis. Thematic analysis was developed for psychology research, but it can be used in many different types of research and is especially prevalent in the UX research profession.

When to Use Thematic Analysis

Thematic analysis is a useful method for analyzing qualitative data when you are interested in understanding the underlying themes and patterns in the data. Some situations in which thematic analysis might be appropriate include:

• When you have a large amount of qualitative data, such as transcripts from interviews or focus groups.
• When you want to understand people's experiences, perspectives, or motivations in depth.
• When you want to identify patterns or themes that emerge from the data.
• When you want to explore complex and open-ended research questions.
• When you are interested in understanding how people make sense of their experiences and the world around them.

Some UX research specific questions that could be a good fit for thematic analysis are:

• How do users think about their experiences with a particular product, service or company?
• What are the common challenges that a user might encounter when using a product or service, and how do they overcome them?
• How do users make sense of the navigation of a website or app?
• What are the key drivers of user satisfaction or dissatisfaction with a product or service?
• How do users' experiences with a product or service compare with their expectations?

It is important to keep in mind that thematic analysis is just one of many methods for analyzing qualitative data, and it may not be the most appropriate method for every research question or situation. A key part of a UX researcher's role is being aware of the most appropriate research method to use based on the problem the company is trying to solve and the constraints of the company's research practice.

Types of Thematic Analysis

There are two primary types of thematic analysis, called inductive and deductive approaches. An inductive approach involves going into the study blind, and allowing the results of the data-capture to guide and shape the analysis and theming. Think of it like induction heating-- the data heats your results! (OK, we get it, that was a bad joke. But you won't forget now!) An example of an inductive approach would be parachuting onto a client without knowing much about their website, and discovering the checkout was difficult to use by the amount of people who brought it up. An easy theme! On the flip-side, a deductive approach involves attacking the data with some preconceived notions you expect to find in the qualitative data, based on a theory. For example, if you think your company's website navigation is hard to use because the text is too small, you may find yourself looking for themes like "small text" or "difficult navigation." We don't have a joke for this one, but we tried. To get even more nitty-gritty, there are two additional types of thematic analysis called semantic and latent thematic analysis. These are more advanced, but we'll throw them here for good measure. Semantic thematic analysis involves identifying themes in the data by analyzing the exact wording of the comments made used by participants. Latent thematic analysis involves identifying themes in the data by analyzing the underlying meanings and actions that were taken, but perhaps not necessarily stated by study participants. Both of these methods can be used in user research, though latent analysis is more popular because users often say different things than what they actually do.

Steps in Conducting a Thematic Analysis

Let's jump in! As mentioned before, there are 6 steps to completing a thematic analysis.

Step One: get familiar with your data!

This might seem obvious, but sometimes it's hard to know when to start. This might take the form of listening to the audio interviews or unmoderated studies, or reading the notes taken during a moderated interview. It's important to know the overall ideas of what you're dealing with to effectively theme your study. While you're doing this, pay attention to some big picture themes you can use in step two when you code your data. Break out key ideas from each participant. This might take the form of summarized answers for each question response, or a written review of actions taken for each task given. Just make sure to standardize it across participants.

Step Two: sort & code the data.

Now that you have your standardized notes across your participants, it's time to sort and code the collected qualitative data! Think of the themes from before when you were taking your notes. Think of these codes like metaphorical buckets, and start sorting! Every comment that fits a theme in a box, put it there. Back to our navigation example: some codes could be "small text" or "hard to use." We could put a participant action of "squinting" into the bucket for "small text," or a comment from another mentioning they had trouble finding "tents" in "hard to use."

Step Three: break the codes into themes!

Try to think of each theme as a makeup of three or more codes. For the navigation example, we could put both "small text," and "hard to use" into a theme of "Difficult Navigation."

Step Four: review and name your themes.

Now is the time to clean up the data. Are all your themes relevant to the problem you're trying to solve? Are all the themes coherent and straightforward? Are you comfortable defending your theme choices to teammates? These are all great questions to ask yourself in this stage.

Step Five: Present!!

To have a cohesive presentation of your thematic analysis, you'll need to include an introduction that explains the user problem you were trying to identify and the method you took to study it. Use the terminology from beginning of this resource to identify your research method. Usually for something like this, it will be a user survey or interview. ‍ You also need to include how you analyzed your participant data (inductive, deductive, latent or semantic) to identify your codes and themes. In the meaty section of your presentation, describe each theme and give quotations and user actions from the data to support your points.

Step Six: Insights and Recommendations

Your conclusion should not stop at your presentation of your findings. The best user researchers are valuable for both their insights and recommendations. Since UX researchers spend so much time with participants, they have indispensable knowledge about the best way to do things that make life easy for the company's users. Don't keep this information to yourself! On the final 1-3 slides of your presentation, state the "Next Steps & Recommendations" that you'd like your team and leadership to follow up on. These recommendations could include things like additional qualitative or quantitative studies, UX changes to make or test, or a copy change to make the experience clearer for readers. Your ultimate job is to create the best user experience, and you made it this far-- you got this!

And there you have it! That's everything you need to complete a thematic analysis of qualitative data to identify potential solutions or key concepts for a particular user problem. But don't stop there! We recommend using these principles in the wild to conduct research of your own. Identify a question or potential problem you'd like to analyze on one of your favorite sites. Use a service like Sprig to come up with non-bias questions to ask friends and family to try and gather your own qualitative data. Next, complete and document yourself completing the 6-step analysis process. What do you discover? Be prepared to share on interviews-- hiring managers love to see initiative! Good luck.

View the UX Research Job Guide Here

Our Sources: 

Caulfield, J. (2022, November 25). How to Do Thematic Analysis | Step-by-Step Guide & Examples . Scribbr. https://www.scribbr.com/methodology/thematic-analysis/

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What (Exactly) Is Thematic Analysis?

Plain-Language Explanation & Definition (With Examples)

By: Jenna Crosley (PhD). Expert Reviewed By: Dr Eunice Rautenbach | April 2021

Thematic analysis is one of the most popular qualitative analysis techniques we see students opting for at Grad Coach – and for good reason. Despite its relative simplicity, thematic analysis can be a very powerful analysis technique when used correctly. In this post, we’ll unpack thematic analysis using plain language (and loads of examples) so that you can conquer your analysis with confidence.

Thematic Analysis 101

• Basic terminology relating to thematic analysis
• What is thematic analysis
• When to use thematic analysis
• The main approaches to thematic analysis
• The three types of thematic analysis
• How to “do” thematic analysis (the process)
• Tips and suggestions

First, the lingo…

Before we begin, let’s first lay down some terminology. When undertaking thematic analysis, you’ll make use of codes . A code is a label assigned to a piece of text, and the aim of using a code is to identify and summarise important concepts within a set of data, such as an interview transcript.

For example, if you had the sentence, “My rabbit ate my shoes”, you could use the codes “rabbit” or “shoes” to highlight these two concepts. The process of assigning codes is called qualitative coding . If this is a new concept to you, be sure to check out our detailed post about qualitative coding .

Codes are vital as they lay a foundation for themes . But what exactly is a theme? Simply put, a theme is a pattern that can be identified within a data set. In other words, it’s a topic or concept that pops up repeatedly throughout your data. Grouping your codes into themes serves as a way of summarising sections of your data in a useful way that helps you answer your research question(s) and achieve your research aim(s).

Alright – with that out of the way, let’s jump into the wonderful world of thematic analysis…

What is thematic analysis?

Thematic analysis is the study of patterns to uncover meaning . In other words, it’s about analysing the patterns and themes within your data set to identify the underlying meaning. Importantly, this process is driven by your research aims and questions , so it’s not necessary to identify every possible theme in the data, but rather to focus on the key aspects that relate to your research questions .

Although the research questions are a driving force in thematic analysis (and pretty much all analysis methods), it’s important to remember that these questions are not necessarily fixed . As thematic analysis tends to be a bit of an exploratory process, research questions can evolve as you progress with your coding and theme identification.

When should you use thematic analysis?

There are many potential qualitative analysis methods that you can use to analyse a dataset. For example, content analysis , discourse analysis , and narrative analysis are popular choices. So why use thematic analysis?

Thematic analysis is highly beneficial when working with large bodies of data ,  as it allows you to divide and categorise large amounts of data in a way that makes it easier to digest. Thematic analysis is particularly useful when looking for subjective information , such as a participant’s experiences, views, and opinions. For this reason, thematic analysis is often conducted on data derived from interviews , conversations, open-ended survey responses , and social media posts.

Your research questions can also give you an idea of whether you should use thematic analysis or not. For example, if your research questions were to be along the lines of:

• How do dog walkers perceive rules and regulations on dog-friendly beaches?
• What are students’ experiences with the shift to online learning?
• What opinions do health professionals hold about the Hippocratic code?
• How is gender constructed in a high school classroom setting?

These examples are all research questions centering on the subjective experiences of participants and aim to assess experiences, views, and opinions. Therefore, thematic analysis presents a possible approach.

In short, thematic analysis is a good choice when you are wanting to categorise large bodies of data (although the data doesn’t necessarily have to be large), particularly when you are interested in subjective experiences .

What are the main approaches?

Broadly speaking, there are two overarching approaches to thematic analysis: inductive and deductive . The approach you take will depend on what is most suitable in light of your research aims and questions. Let’s have a look at the options.

The inductive approach

The inductive approach involves deriving meaning and creating themes from data without any preconceptions . In other words, you’d dive into your analysis without any idea of what codes and themes will emerge, and thus allow these to emerge from the data.

For example, if you’re investigating typical lunchtime conversational topics in a university faculty, you’d enter the research without any preconceived codes, themes or expected outcomes. Of course, you may have thoughts about what might be discussed (e.g., academic matters because it’s an academic setting), but the objective is to not let these preconceptions inform your analysis.

The inductive approach is best suited to research aims and questions that are exploratory in nature , and cases where there is little existing research on the topic of interest.

The deductive approach

In contrast to the inductive approach, a deductive approach involves jumping into your analysis with a pre-determined set of codes . Usually, this approach is informed by prior knowledge and/or existing theory or empirical research (which you’d cover in your literature review ).

For example, a researcher examining the impact of a specific psychological intervention on mental health outcomes may draw on an existing theoretical framework that includes concepts such as coping strategies, social support, and self-efficacy, using these as a basis for a set of pre-determined codes.

The deductive approach is best suited to research aims and questions that are confirmatory in nature , and cases where there is a lot of existing research on the topic of interest.

Regardless of whether you take the inductive or deductive approach, you’ll also need to decide what level of content your analysis will focus on – specifically, the semantic level or the latent level.

A semantic-level focus ignores the underlying meaning of data , and identifies themes based only on what is explicitly or overtly stated or written – in other words, things are taken at face value.

In contrast, a latent-level focus concentrates on the underlying meanings and looks at the reasons for semantic content. Furthermore, in contrast to the semantic approach, a latent approach involves an element of interpretation , where data is not just taken at face value, but meanings are also theorised.

“But how do I know when to use what approach?”, I hear you ask.

Well, this all depends on the type of data you’re analysing and what you’re trying to achieve with your analysis. For example, if you’re aiming to analyse explicit opinions expressed in interviews and you know what you’re looking for ahead of time (based on a collection of prior studies), you may choose to take a deductive approach with a semantic-level focus.

On the other hand, if you’re looking to explore the underlying meaning expressed by participants in a focus group, and you don’t have any preconceptions about what to expect, you’ll likely opt for an inductive approach with a latent-level focus.

Simply put, the nature and focus of your research, especially your research aims , objectives and questions will  inform the approach you take to thematic analysis.

What are the types of thematic analysis?

Now that you’ve got an understanding of the overarching approaches to thematic analysis, it’s time to have a look at the different types of thematic analysis you can conduct. Broadly speaking, there are three “types” of thematic analysis:

• Reflexive thematic analysis
• Codebook thematic analysis
• Coding reliability thematic analysis

Let’s have a look at each of these:

Reflexive thematic analysis takes an inductive approach, letting the codes and themes emerge from that data. This type of thematic analysis is very flexible, as it allows researchers to change, remove, and add codes as they work through the data. As the name suggests, reflexive thematic analysis emphasizes the active engagement of the researcher in critically reflecting on their assumptions, biases, and interpretations, and how these may shape the analysis.

Reflexive thematic analysis typically involves iterative and reflexive cycles of coding, interpreting, and reflecting on data, with the aim of producing nuanced and contextually sensitive insights into the research topic, while at the same time recognising and addressing the subjective nature of the research process.

Codebook thematic analysis , on the other hand, lays on the opposite end of the spectrum. Taking a deductive approach, this type of thematic analysis makes use of structured codebooks containing clearly defined, predetermined codes. These codes are typically drawn from a combination of existing theoretical theories, empirical studies and prior knowledge of the situation.

Codebook thematic analysis aims to produce reliable and consistent findings. Therefore, it’s often used in studies where a clear and predefined coding framework is desired to ensure rigour and consistency in data analysis.

Coding reliability thematic analysis necessitates the work of multiple coders, and the design is specifically intended for research teams. With this type of analysis, codebooks are typically fixed and are rarely altered.

The benefit of this form of analysis is that it brings an element of intercoder reliability where coders need to agree upon the codes used, which means that the outcome is more rigorous as the element of subjectivity is reduced. In other words, multiple coders discuss which codes should be used and which shouldn’t, and this consensus reduces the bias of having one individual coder decide upon themes.

Quick Recap: Thematic analysis approaches and types

To recap, the two main approaches to thematic analysis are inductive , and deductive . Then we have the three types of thematic analysis: reflexive, codebook and coding reliability . Which type of thematic analysis you opt for will need to be informed by factors such as:

• The approach you are taking. For example, if you opt for an inductive approach, you’ll likely utilise reflexive thematic analysis.
• Whether you’re working alone or in a group . It’s likely that, if you’re doing research as part of your postgraduate studies, you’ll be working alone. This means that you’ll need to choose between reflexive and codebook thematic analysis.

Now that we’ve covered the “what” in terms of thematic analysis approaches and types, it’s time to look at the “how” of thematic analysis.

Need a helping hand?

How to “do” thematic analysis

At this point, you’re ready to get going with your analysis, so let’s dive right into the thematic analysis process. Keep in mind that what we’ll cover here is a generic process, and the relevant steps will vary depending on the approach and type of thematic analysis you opt for.

Step 1: Get familiar with the data

The first step in your thematic analysis involves getting a feel for your data and seeing what general themes pop up. If you’re working with audio data, this is where you’ll do the transcription , converting audio to text.

At this stage, you’ll want to come up with preliminary thoughts about what you’ll code , what codes you’ll use for them, and what codes will accurately describe your content. It’s a good idea to revisit your research topic , and your aims and objectives at this stage. For example, if you’re looking at what people feel about different types of dogs, you can code according to when different breeds are mentioned (e.g., border collie, Labrador, corgi) and when certain feelings/emotions are brought up.

As a general tip, it’s a good idea to keep a reflexivity journal . This is where you’ll write down how you coded your data, why you coded your data in that particular way, and what the outcomes of this data coding are. Using a reflexive journal from the start will benefit you greatly in the final stages of your analysis because you can reflect on the coding process and assess whether you have coded in a manner that is reliable and whether your codes and themes support your findings.

As you can imagine, a reflexivity journal helps to increase reliability as it allows you to analyse your data systematically and consistently. If you choose to make use of a reflexivity journal, this is the stage where you’ll want to take notes about your initial codes and list them in your journal so that you’ll have an idea of what exactly is being reflected in your data. At a later stage in the analysis, this data can be more thoroughly coded, or the identified codes can be divided into more specific ones.

Step 2: Search for patterns or themes in the codes

Step 2! You’re going strong. In this step, you’ll want to look out for patterns or themes in your codes. Moving from codes to themes is not necessarily a smooth or linear process. As you become more and more familiar with the data, you may find that you need to assign different codes or themes according to new elements you find. For example, if you were analysing a text talking about wildlife, you may come across the codes, “pigeon”, “canary” and “budgerigar” which can fall under the theme of birds.

As you work through the data, you may start to identify subthemes , which are subdivisions of themes that focus specifically on an aspect within the theme that is significant or relevant to your research question. For example, if your theme is a university, your subthemes could be faculties or departments at that university.

In this stage of the analysis, your reflexivity journal entries need to reflect how codes were interpreted and combined to form themes.

Step 3: Review themes

By now you’ll have a good idea of your codes, themes, and potentially subthemes. Now it’s time to review all the themes you’ve identified . In this step, you’ll want to check that everything you’ve categorised as a theme actually fits the data, whether the themes do indeed exist in the data, whether there are any themes missing , and whether you can move on to the next step knowing that you’ve coded all your themes accurately and comprehensively . If you find that your themes have become too broad and there is far too much information under one theme, it may be useful to split this into more themes so that you’re able to be more specific with your analysis.

In your reflexivity journal, you’ll want to write about how you understood the themes and how they are supported by evidence, as well as how the themes fit in with your codes. At this point, you’ll also want to revisit your research questions and make sure that the data and themes you’ve identified are directly relevant to these questions .

Step 4: Finalise Themes

By this point, your analysis will really start to take shape. In the previous step, you reviewed and refined your themes, and now it’s time to label and finalise them . It’s important to note here that, just because you’ve moved onto the next step, it doesn’t mean that you can’t go back and revise or rework your themes. In contrast to the previous step, finalising your themes means spelling out what exactly the themes consist of, and describe them in detail . If you struggle with this, you may want to return to your data to make sure that your data and coding do represent the themes, and if you need to divide your themes into more themes (i.e., return to step 3).

When you name your themes, make sure that you select labels that accurately encapsulate the properties of the theme . For example, a theme name such as “enthusiasm in professionals” leaves the question of “who are the professionals?”, so you’d want to be more specific and label the theme as something along the lines of “enthusiasm in healthcare professionals”.

It is very important at this stage that you make sure that your themes align with your research aims and questions . When you’re finalising your themes, you’re also nearing the end of your analysis and need to keep in mind that your final report (discussed in the next step) will need to fit in with the aims and objectives of your research.

In your reflexivity journal, you’ll want to write down a few sentences describing your themes and how you decided on these. Here, you’ll also want to mention how the theme will contribute to the outcomes of your research, and also what it means in relation to your research questions and focus of your research.

By the end of this stage, you’ll be done with your themes – meaning it’s time to write up your findings and produce a report.

Step 5: Produce your report

You’re nearly done! Now that you’ve analysed your data, it’s time to report on your findings. A typical thematic analysis report consists of:

• An introduction
• A methodology section
• Your results and findings
• A conclusion

When writing your report, make sure that you provide enough information for a reader to be able to evaluate the rigour of your analysis. In other words, the reader needs to know the exact process you followed when analysing your data and why. The questions of “what”, “how”, “why”, “who”, and “when” may be useful in this section.

So, what did you investigate? How did you investigate it? Why did you choose this particular method? Who does your research focus on, and who are your participants? When did you conduct your research, when did you collect your data, and when was the data produced? Your reflexivity journal will come in handy here as within it you’ve already labelled, described, and supported your themes.

If you’re undertaking a thematic analysis as part of a dissertation or thesis, this discussion will be split across your methodology, results and discussion chapters . For more information about those chapters, check out our detailed post about dissertation structure .

It’s absolutely vital that, when writing up your results, you back up every single one of your findings with quotations . The reader needs to be able to see that what you’re reporting actually exists within the results. Also make sure that, when reporting your findings, you tie them back to your research questions . You don’t want your reader to be looking through your findings and asking, “So what?”, so make sure that every finding you represent is relevant to your research topic and questions.

Quick Recap: How to “do” thematic analysis

Getting familiar with your data: Here you’ll read through your data and get a general overview of what you’re working with. At this stage, you may identify a few general codes and themes that you’ll make use of in the next step.

Search for patterns or themes in your codes : Here you’ll dive into your data and pick out the themes and codes relevant to your research question(s).

Review themes : In this step, you’ll revisit your codes and themes to make sure that they are all truly representative of the data, and that you can use them in your final report.

Finalise themes : Here’s where you “solidify” your analysis and make it report-ready by describing and defining your themes.

Produce your report : This is the final step of your thematic analysis process, where you put everything you’ve found together and report on your findings.

Tips & Suggestions

In the video below, we share 6 time-saving tips and tricks to help you approach your thematic analysis as effectively and efficiently as possible.

Wrapping Up

In this article, we’ve covered the basics of thematic analysis – what it is, when to use it, the different approaches and types of thematic analysis, and how to perform a thematic analysis.

If you have any questions about thematic analysis, drop a comment below and we’ll do our best to assist. If you’d like 1-on-1 support with your thematic analysis, be sure to check out our research coaching services here .

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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21 Comments

I really appreciate the help

Hello Sir, how many levels of coding can be done in thematic analysis? We generate codes from the transcripts, then subthemes from the codes and themes from subthemes, isn’t it? Should these themes be again grouped together? how many themes can be derived?can you please share an example of coding through thematic analysis in a tabular format?

I’ve found the article very educative and useful

Excellent. Very helpful and easy to understand.

This article so far has been most helpful in understanding how to write an analysis chapter. Thank you.

My research topic is the challenges face by the school principal on the process of procurement . Thematic analysis is it sutable fir data analysis ?

It is a great help. Thanks.

Best advice. Worth reading. Thank you.

Where can I find an example of a template analysis table ?

Finally I got the best article . I wish they also have every psychology topics.

Hello, Sir/Maam

I am actually finding difficulty in doing qualitative analysis of my data and how to triangulate this with quantitative data. I encountered your web by accident in the process of searching for a much simplified way of explaining about thematic analysis such as coding, thematic analysis, write up. When your query if I need help popped up, I was hesitant to answer. Because I think this is for fee and I cannot afford. So May I just ask permission to copy for me to read and guide me to study so I can apply it myself for my gathered qualitative data for my graduate study.

Thank you very much! this is very helpful to me in my Graduate research qualitative data analysis.

Thank you very much. I find your guidance here helpful. Kindly let help me understand how to write findings and discussions.

i am having troubles with the concept of framework analysis which i did not find here and i have been an assignment on framework analysis

I was discouraged and felt insecure because after more than a year of writing my thesis, my work seemed lost its direction after being checked. But, I am truly grateful because through the comments, corrections, and guidance of the wisdom of my director, I can already see the bright light because of thematic analysis. I am working with Biblical Texts. And thematic analysis will be my method. Thank you.

lovely and helpful. thanks

very informative information.

thank you very much!, this is very helpful in my report, God bless……..

Thank you for the insight. I am really relieved as you have provided a super guide for my thesis.

Thanks a lot, really enlightening

excellent! very helpful thank a lot for your great efforts

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• How to Do Thematic Analysis | Guide & Examples

How to Do Thematic Analysis | Guide & Examples

Published on 5 May 2022 by Jack Caulfield .

Thematic analysis is a method of analysing qualitative data . It is usually applied to a set of texts, such as an interview or transcripts . The researcher closely examines the data to identify common themes, topics, ideas and patterns of meaning that come up repeatedly.

There are various approaches to conducting thematic analysis, but the most common form follows a six-step process:

• Familiarisation
• Generating themes
• Reviewing themes
• Defining and naming themes

This process was originally developed for psychology research by Virginia Braun and Victoria Clarke . However, thematic analysis is a flexible method that can be adapted to many different kinds of research.

Table of contents

When to use thematic analysis, different approaches to thematic analysis, step 1: familiarisation, step 2: coding, step 3: generating themes, step 4: reviewing themes, step 5: defining and naming themes, step 6: writing up.

Thematic analysis is a good approach to research where you’re trying to find out something about people’s views, opinions, knowledge, experiences, or values from a set of qualitative data – for example, interview transcripts , social media profiles, or survey responses .

Some types of research questions you might use thematic analysis to answer:

• How do patients perceive doctors in a hospital setting?
• What are young women’s experiences on dating sites?
• What are non-experts’ ideas and opinions about climate change?
• How is gender constructed in secondary school history teaching?

To answer any of these questions, you would collect data from a group of relevant participants and then analyse it. Thematic analysis allows you a lot of flexibility in interpreting the data, and allows you to approach large datasets more easily by sorting them into broad themes.

However, it also involves the risk of missing nuances in the data. Thematic analysis is often quite subjective and relies on the researcher’s judgement, so you have to reflect carefully on your own choices and interpretations.

Pay close attention to the data to ensure that you’re not picking up on things that are not there – or obscuring things that are.

Prevent plagiarism, run a free check.

Once you’ve decided to use thematic analysis, there are different approaches to consider.

There’s the distinction between inductive and deductive approaches:

• An inductive approach involves allowing the data to determine your themes.
• A deductive approach involves coming to the data with some preconceived themes you expect to find reflected there, based on theory or existing knowledge.

There’s also the distinction between a semantic and a latent approach:

• A semantic approach involves analysing the explicit content of the data.
• A latent approach involves reading into the subtext and assumptions underlying the data.

After you’ve decided thematic analysis is the right method for analysing your data, and you’ve thought about the approach you’re going to take, you can follow the six steps developed by Braun and Clarke .

The first step is to get to know our data. It’s important to get a thorough overview of all the data we collected before we start analysing individual items.

This might involve transcribing audio , reading through the text and taking initial notes, and generally looking through the data to get familiar with it.

Next up, we need to code the data. Coding means highlighting sections of our text – usually phrases or sentences – and coming up with shorthand labels or ‘codes’ to describe their content.

Let’s take a short example text. Say we’re researching perceptions of climate change among conservative voters aged 50 and up, and we have collected data through a series of interviews. An extract from one interview looks like this:

In this extract, we’ve highlighted various phrases in different colours corresponding to different codes. Each code describes the idea or feeling expressed in that part of the text.

At this stage, we want to be thorough: we go through the transcript of every interview and highlight everything that jumps out as relevant or potentially interesting. As well as highlighting all the phrases and sentences that match these codes, we can keep adding new codes as we go through the text.

After we’ve been through the text, we collate together all the data into groups identified by code. These codes allow us to gain a condensed overview of the main points and common meanings that recur throughout the data.

Next, we look over the codes we’ve created, identify patterns among them, and start coming up with themes.

Themes are generally broader than codes. Most of the time, you’ll combine several codes into a single theme. In our example, we might start combining codes into themes like this:

At this stage, we might decide that some of our codes are too vague or not relevant enough (for example, because they don’t appear very often in the data), so they can be discarded.

Other codes might become themes in their own right. In our example, we decided that the code ‘uncertainty’ made sense as a theme, with some other codes incorporated into it.

Again, what we decide will vary according to what we’re trying to find out. We want to create potential themes that tell us something helpful about the data for our purposes.

Now we have to make sure that our themes are useful and accurate representations of the data. Here, we return to the dataset and compare our themes against it. Are we missing anything? Are these themes really present in the data? What can we change to make our themes work better?

If we encounter problems with our themes, we might split them up, combine them, discard them, or create new ones: whatever makes them more useful and accurate.

For example, we might decide upon looking through the data that ‘changing terminology’ fits better under the ‘uncertainty’ theme than under ‘distrust of experts’, since the data labelled with this code involves confusion, not necessarily distrust.

Now that you have a final list of themes, it’s time to name and define each of them.

Defining themes involves formulating exactly what we mean by each theme and figuring out how it helps us understand the data.

Naming themes involves coming up with a succinct and easily understandable name for each theme.

For example, we might look at ‘distrust of experts’ and determine exactly who we mean by ‘experts’ in this theme. We might decide that a better name for the theme is ‘distrust of authority’ or ‘conspiracy thinking’.

Finally, we’ll write up our analysis of the data. Like all academic texts, writing up a thematic analysis requires an introduction to establish our research question, aims, and approach.

We should also include a methodology section, describing how we collected the data (e.g., through semi-structured interviews or open-ended survey questions ) and explaining how we conducted the thematic analysis itself.

The results or findings section usually addresses each theme in turn. We describe how often the themes come up and what they mean, including examples from the data as evidence. Finally, our conclusion explains the main takeaways and shows how the analysis has answered our research question.

In our example, we might argue that conspiracy thinking about climate change is widespread among older conservative voters, point out the uncertainty with which many voters view the issue, and discuss the role of misinformation in respondents’ perceptions.

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General-purpose thematic analysis: a useful qualitative method for anaesthesia research

1 Centre for Medical and Health Sciences Education, School of Medicine, University of Auckland, Auckland, New Zealand

2 Department of Anaesthesia, Auckland City Hospital, Auckland, New Zealand

Learning objectives

By reading this article, you should be able to:

• • Explain when to use thematic analysis.
• • Describe the steps in thematic analysis of interview data.
• • Critique the quality of a study that uses the method of thematic analysis.
• • Thematic analysis is a popular method for systematically analysing qualitative data, such as interview and focus group transcripts.
• • It is one of a cluster of methods that focus on identifying patterns of meaning, or themes, across a data set.
• • It is relevant to many questions in perioperative medicine and a good starting point for those new to qualitative research.
• • Systematic approaches to thematically analysing data exist, with key components to demonstrate rigour, accountability, confirmability and reliability.
• • In one study, a useful six-step approach to analysing data is offered.

Anaesthesia research commonly uses quantitative methods, such as surveys, RCTs or observational studies. Such methods are often concerned with answering what questions and how many questions. Qualitative research is more concerned with why questions that enable us to understand social complexities. ‘Qualitative studies in the anaesthetic setting’, write Shelton and colleagues, ‘have been used to define excellence in anaesthesia, explore the reasons behind drug errors, investigate the acquisition of expertise and examine incentives for hand hygiene in the operating theatre’. 1

General-purpose thematic analysis (termed thematic analysis hereafter) is a qualitative research method commonly used with interview and focus group data to understand people's experiences, ideas and perceptions about a given topic. Thematic analysis is a good starting point for those new to qualitative research and is relevant to many questions in the perioperative context. It can be used to understand the experiences of healthcare professionals and patients and their families. Box 1 gives examples of questions amenable to thematic analysis in anaesthesia research.

Examples of questions amenable to thematic analysis.

• (i) How do operating theatre staff feel about speaking up with their concerns?
• (ii) What are trainee's conceptions of the balance between service and learning?
• (iii) What are patients' experiences of preoperative neurocognitive screening?

Alt-text: Box 1

Thematic analysis involves a process of assigning data to a number of codes, grouping codes into themes and then identifying patterns and interconnections between these themes. 2 Thematic analysis allows for a nuanced understanding of what people say and do within their particular social contexts. Of note, thematic analysis can be used with interviews and focus groups and other sources of data, such as documents or images.

Thematic analysis is not the same as content analysis. Content analysis involves counting the frequency with which words or phrases appear in data. Content analysis is a method used to code and categorise textual information systematically to determine trends, frequency and patterns of words used. 3 Conversely, thematic analysis focuses on the relative importance of ideas and how ideas connect and govern practices. Thematic analysis does not rely on frequency counts to indicate the importance of coded data. Content analysis can be coupled with thematic analysis, where both themes and frequencies of particular statements or words are reported.

Thematic analysis is a research method, not a methodology. A methodology is a method with a philosophical underpinning. If researchers report only on what they did, this is the method. If, in addition, they report on the philosophy that governed what they did, this is methodology. Common methodologies in qualitative research include phenomenology, grounded theory, hermeneutics, narrative enquiry and ethnography. 4 Each of these methodologies has associated methods for data analysis. Thematic analysis can be combined with many different qualitative methodologies.

There are also different types of thematic analysis, such as inductive (including general purpose), applied, deductive or semantic thematic analysis. Inductive analysis involves approaching the data with an open mind, inductively looking for patterns and themes and interpreting these for meaning. 2 , 4 Of note, researchers can never have a truly open mind on their topic of interest, so the process will be influenced by their particular perspectives, which need to be declared. In applied and deductive thematic analysis, the researcher will have a pre-existing framework (which may be informed by theory or philosophy) against which they will attempt to categorise the data. 4 , 5 , 6 For semantic thematic analysis, the data are coded on explicit content, and tend to be descriptive rather than interpretative. 6

In this review, we outline what thematic analysis entails and when to use it. We also list some markers to look for to appraise the quality of a published study.

Designing the data collection

Before embarking on qualitative research, as with quantitative research, it is important to seek ethical review of the proposed study. Ethical considerations include such issues as consent, data security and confidentiality, permission to use quotes, potential for identifying individuals or institutions, risk of psychological harm to participants with studies on sensitive issues (e.g. suicide or sexual harassment), power relationships between interviewer and interviewee or intrusion on other activities (such as teaching time or work commitments). 7

Qualitative research often involves asking people questions during interviews or focus groups. Merriam and Tisdell stated that, ‘The most common form of interview is the person-to-person encounter in which one person elicits information from the other’. 8 Information is elicited through careful and purposeful questioning and listening. 9 Research interviews in anaesthesia are generally purposeful conversations with a structure that allows the researcher to gather information about a participant's ideas, perceptions and experiences concerning a given topic.

A structured interview is when the researcher has already decided on a set of questions to ask. 9 If the researcher will ask a set of questions, but has flexibility to follow up responses with further questions, this is called a semi-structured interview. Semi-structured interviews are commonly used in research involving thematic analysis. The researcher can also use other forms of questioning, such as single-question interview. Semi-structured interviews are commonly used in anaesthesia, such as the studies from our own research group. 10 , 11 , 12

Interviews are usually recorded in audio form and then transcribed. For each interview or focus group, a single transcript is created. The transcripts become the written form of data and the collection of transcripts from the research participants becomes the data set.

Designing productive interview questions

The design of interview questions significantly shapes a participant's response. Interview questions should be designed using ‘sensitising concepts’ to encourage participants to share information that will increase a researcher's understanding of the participants' experiences, views, beliefs and behaviours. 13 ‘Sensitising concepts’ describe words in questions that bring the participants' attention to a concept of research interest. Examples of sensitising concepts include speaking up, teamwork and theoretical concepts (such as Kolb's experiential learning cycle or Foucauldian power theory in relation to trainee learning and operating theatre culture). 14 , 15 Specifically, the questions should be framed in such a way as to encourage participants to make sense of their own experience and in their own words. The researcher should try to minimise the influences of their own biases when they design questions. Using open-ended questions will increase the richness of data. Box 2 gives examples of question design.

How to design an interview question.

Alt-text: Box 2

Bias, positionality and reflexivity

Bias is an inclination or prejudice for or against someone or something, whereas positionality is a person's position in society or their stance towards someone or something. For example, Tanisha once had an inexperienced anaesthetist accidentally rupture one of her veins whilst they were siting an i.v. cannula in an emergency situation. Now, Tanisha has a bias against inexperienced anaesthetists. Tanisha's positionality —a medical anthropologist with no anaesthesia training, but working with many anaesthesia colleagues, including her director—may also inform that bias or the way that Tanisha interacts with anaesthetists. Reflexivity is a process whereby people/researchers proactively reflect on their biases and positionality. Biases shape positionality (i.e. the stance of the researcher in relation to the social, historical and political contexts of the study). In practical research terms, biases and positionality inform the way researchers design and undertake research, and the way they interpret data. It is important in qualitative research to both identify biases and positionality, and to take steps to minimise the impact of these on the research.

Some ways to minimise the influence of bias and positionality on findings include:

(i) Raise awareness amongst the research team of bias and positionality.

(ii) Design research/interview questions that minimise potential for these to distort which data are collected or how they are collected.

(iii) Researchers ask reflexive questions during data analysis, such as, ‘Is my bias about xxx informing my view of these data?’

(iv) Two or more researchers are involved in the analysis process.

(v) Data analysis member check (e.g. checking back with participants if the interpretation of their data is consistent with their experience and with what they said).

Before embarking on the study, researchers should consider their own experiences, knowledge and views; how this influences their own position in relation to the study question; and how this position could potentially introduce bias in how they collect and analyse the data. Taking time to reflect on the impact of the researchers' position is an important step towards being reflective and transparent throughout the research process. When writing up the study, researchers should include statements on bias and positionality. In quantitative research, we aim to eliminate bias. In qualitative research, we acknowledge that bias is inevitable (and sometimes even unconscious), and we take steps to make it explicit and to minimise its effect on study design and data interpretation.

Sampling and saturation

Qualitative research typically uses systematic, non-probability sampling. Unlike quantitative research, the goal of sampling is not to randomly select a representative sample from a population. Instead, researchers identify and select individuals or groups relevant to the research question. Commonly used sampling techniques in anaesthesia qualitative research are homogeneous (group) sampling and maximum variation sampling. In the former, researchers may be concerned with the experiences of participants from a distinct group or who share a certain characteristic (e.g. female anaesthesia trainees), so they recruit selectively from within the group with this shared characteristic to gain a rich, in-depth understanding of their experiences. Conversely, the aim with maximum variation sampling is to recruit participants with diverse characteristics to obtain a broad understanding of the question being studied (e.g. members of different professional groups within operating theatre teams, who have diverse ages, gender and ethnicities).

As with quantitative research, the purpose of sampling is to recruit sufficient numbers of participants to enable identification of patterns or richness in what they say or do to understand or explain the phenomenon of interest, and where collecting more data is unlikely to change this understanding.

In qualitative research, data collection and analysis often occur concurrently. This is because data collection is an iterative process both in recruitment and in questioning. The researchers may identify that more data are needed from a particular demographic group or on a particular theme to reach data saturation, so the next participants may be selected from a particular demographic, or be asked slightly different questions or probes to draw out that theme. Sample size is considered adequate when little or no new information emerges from interviews or focus groups; this is generally termed ‘data saturation’, although some qualitative researchers use the term ‘data sufficiency’. This could also be explained in terms of data reliability (i.e. the researcher is satisfied that collecting more data will not substantially change the results). Data saturation typically occurs with between 12 and 17 participants in a relatively homogeneous sampling, but larger numbers may be required, where the interviewees are from distinct groups or cultures. 16 , 17

Data management

For data sets that involve 10 or more transcripts or lengthy interviews (e.g. 90 min or more), researchers often use software to help them collate and manage the data. The most commonly used qualitative software packages are QSR NVivo, Atlas and Dedoose. 18 , 19 , 20 Many researchers use Microsoft Excel instead, or for small data sets the analysis can be done by hand, with pen, paper and scissors (i.e. researchers cut up printed transcripts and reorder the information according to code and theme). 21 NVivo and Atlas are simply repositories, in which you can input the transcripts and, using your coding scheme, sort the text into codes. They facilitate the task of analysis, rather than doing the analysis for you. Some advantages over coding by hand are that text can be allocated to more than one code, and you can easily identify the source of the segment of text you have coded.

Data analysis

Qualitative data analysis is ‘the classification and interpretation of linguistic (or visual) material to make statements about implicit and explicit dimensions and structures of meaning-making in the material and what is represented in it’. 22

Several social scientists have described this analytical process in depth. 2 , 6 , 22 , 23 , 24 , 25 For inductive studies, we recommend researchers follow Braun and Clarke's practical six-phase approach to thematic analysis. 26 The phases are (i) familiarising the researcher with the data, (ii) generating initial codes, (iii) searching for themes, (iv) reviewing themes, (v) defining and naming themes and (vi) producing the report. These six phases are described next.

Phase 1: familiarising the researcher with the data

In this step, the researchers read the transcripts to become familiar with them and take notes on potential recurring ideas or potential themes. They share and discuss their ideas and, in conjunction with any sensitising concepts, they start thinking about possible codes or themes.

Phase 2: generating initial codes

The first step in Phase 2 is ‘assigning some sort of short-hand designation to various aspects of your data so that you can easily retrieve specific pieces of the data’. 2 The designation might be a word or a short phrase that summarises or captures the essence of a particular piece of text. Coding makes it easier to summarise and compare, which is important because qualitative research is primarily about synthesis and comparison of data. 2 , 25 As the researcher reads through the data, they assign codes. If they are coding a transcript, they might highlight some words, for example, and attach to them a single word that summarises their meaning.

Researchers undertaking thematic analysis should iteratively develop a ‘coding scheme’, which is essentially a list of the codes they create as they read the data, and definitions for each code. 25 , 26 Code definitions are important, as they help the researcher make decisions on whether to assign this code or another one to a segment of data. In Table 1 , we have provided an example of text data in Column 1. TJ analysed these data. To do so, she asked, ‘What are these data about? How does it answer the research question? What is the essence of this statement?’ She underlined keywords and created codes and definitions (Columns 2 and 3). Then, TJ searched the remaining data to see if any more data met each code definition, and if so, coded that (see Table 1 ). As demonstrated in Table 1 , data can be coded to multiple codes.

Table 1

How to code qualitative data: an example

In thematic analysis of interview data, we recommend that code definitions begin with something objective, such as ‘participant describes’. This keeps the researcher's focus on what participants said rather than what the researcher thought or said.

There is no set rule for how many codes to create. 25 However, in our experience, effective manageable coding schemes tend to have between 15 and 50 codes. The coding scheme is iterative. This means that the coding scheme is developed over time, with new codes being created as more data are coded. For example, after a close reading of the first transcript, the researcher might create, say, 10 codes that convey the key points. Then, the researcher reads and codes the next transcript and may, for instance, create additional four codes. As additional transcripts are read and coded, more codes may be created. Not all codes are relevant to all transcripts. The researcher will notice patterns as they code more transcripts. Some codes may be too broad and will need to be refined into two or three smaller codes (and vice versa ). Once the coding scheme is deemed complete and all transcripts have been coded, the researcher should go back to the beginning and recode the first few transcripts to ensure coding rigour.

The second step in Phase 2, once the coding is complete, is to collate all the data relevant to each of these codes.

Phase 3: searching for themes

In this phase, the researchers look across the codes to identify connections between them, with the intention of collating the codes into possible themes. Once these possible themes have been identified, all the data relevant to each possible theme are pulled together under that theme.

Phase 4: reviewing the themes

After the initial collation of the data into themes, the researchers undertake a rigorous process of checking the integrity of these themes, through reading and re-reading their data. This process includes checking to see if the themes ‘fit’ in relation to the coded excerpts (i.e. Do all the data collected under that theme fit within that theme?). Next is checking if the themes fit in relation to the whole data set (i.e. Do the themes adequately reflect the data?) This step may result in the search for additional themes. As a final step in this phase, the researchers create a thematic ‘map’ of the analysis.

When viewed together, the themes should answer the research question and should summarise participant experiences, views or behaviours.

Phase 5: naming the themes

Once researchers have checked the themes and included any additional emerging themes they name the final set of themes identified. Each theme and any subthemes should be listed in turn.

Phase 6: producing the report

The report should summarise the themes and illustrate them by choosing vivid or persuasive extracts from the data. For data arising from interviews, extracts will be quotes from participants. In some studies, researchers also report strong associations between themes, or divide a theme into sub-themes.

Tight word limits on many academic journals can make it difficult to include multiple quotes in the text. 27 One way around a word limit is to provide quotes in a table or a supplementary file, although quotes within the text tend to make for more interesting and compelling reading.

Who should analyse the data?

Ideally, each researcher in the team should be involved in the data analysis. Contrasting researcher viewpoints on the same study subject enhance data quality and validity, and minimise research bias. Independent analysis is time and resource intensive. In clinical research, close independent analysis by each member of the research team may be impractical, and one or two members may undertake the analysis while the rest of the research team read sections of data (e.g. reading two or three transcripts rather than closely analysing the whole data set), thus contributing to Phase 1 and Phase 2 of Braun and Clarke's method. 2

The research team should regularly meet to discuss the analytical process, as described earlier, to workshop and reach agreement on the coding and emergent themes (Phase 4 and Phase 5). The research team members compare their perspectives on the data, analyse divergences and coincidences and reach agreement on codes and emerging themes. Contrasting researcher viewpoints on the same study subject enhance data quality and validity, and minimise research bias.

Judging the quality and rigour of published studies involving thematic analysis

There are a number of indicators of quality when reading and appraising studies. 28 , 29 , 30 , 31 In essence, the authors should clearly state their method of analysis (e.g. thematic analysis) and should reference the literature relevant to their qualitative method, for example Braun and Clarke. 2 This is to indicate that they are following established steps in thematic analysis. The authors should include in the methods a description of the research team, their biases and experience and the efforts made to ensure analytical rigour. Verbatim quotes should be included in the findings to provide evidence to support the themes.

A number of guides have been published to assist readers, researchers and reviewers to evaluate the quality of a qualitative study. 30 , 31 The Joanna Briggs Institute guide to critical appraisal of qualitative studies is a good start. 30 This guide includes a set of 10 criteria, which can be used to rate the study. The criteria are summarised in Box 3 . Within these criteria lie rigorous methodological approaches to how data are collected, analysed and interpreted.

Ten quality appraisal criteria for qualitative literature.31

• (i) Alignment between the stated philosophical perspective and the research methodology
• (ii) Alignment between the research methodology and the research question or objectives
• (iii) Alignment between the research methodology and the methods used to collect data
• (iv) Alignment between the research methodology and the representation and analysis of data
• (v) Alignment between the research methodology and the interpretation of results
• (vi) A statement locating the researcher culturally or theoretically (positionality and bias)
• (vii) The influence of the researcher on the research, and vice versa
• (viii) Adequate representation of participants and their voices
• (ix) Ethical research conduct and evidence of ethical approval by an appropriate body
• (x) Conclusions flow from the analysis, or interpretation, of the data

Alt-text: Box 3

Another approach to quality appraisal comes from Lincoln and Guba, who have published widely on the topic of judging qualitative quality. 28 They look for quality in terms of credibility, transferability, dependability, confirmability and authenticity. There are many qualitative checklists readily accessible online, such as the Standards for Reporting Qualitative Research checklist or the Consolidated Criteria for Reporting Qualitative Research checklist, which researchers can include in their work to demonstrate quality in these areas.

Conclusions

As with quantitative research, qualitative research has requirements for rigour and trustworthiness. Thematic analysis is an accessible qualitative method that can offer researchers insight into the shared experiences, views and behaviours of research participants.

Declaration of interests

The authors declare that they have no conflicts of interest.

The associated MCQs (to support CME/CPD activity) will be accessible at www.bjaed.org/cme/home by subscribers to BJA Education .

Biographies

Tanisha Jowsey PhD BA (Hons) MA PhD is a senior lecturer in the Centre for Medical and Health Sciences Education, School of Medicine, University of Auckland. She has a background in medical anthropology and has expertise as a qualitative researcher.

Carolyn Deng MPH FANZCA is a specialist anaesthetist at Auckland City Hospital. She has a Master of Public Health degree. She is embarking on qualitative research in perioperative medicine and hopes to use it as a tool to complement quantitative research findings in the future.

Jennifer Weller MD MClinEd FANZCA FRCA is head of the Centre for Medical and Health Sciences Education at the University of Auckland. Professor Weller is a specialist anaesthetist at Auckland City Hospital and often uses qualitative methods in her research in clinical education, teamwork and patients' safety.

Matrix codes: 1A01, 2A01, 3A01

• How it works

Thematic Analysis – A Guide with Examples

Published by Alvin Nicolas at August 16th, 2021 , Revised On August 29, 2023

Thematic analysis is one of the most important types of analysis used for qualitative data . When researchers have to analyse audio or video transcripts, they give preference to thematic analysis. A researcher needs to look keenly at the content to identify the context and the message conveyed by the speaker.

Moreover, with the help of this analysis, data can be simplified.  

Importance of Thematic Analysis

Thematic analysis has so many unique and dynamic features, some of which are given below:

Thematic analysis is used because:

• It is flexible.
• It is best for complex data sets.
• It is applied to qualitative data sets.
• It takes less complexity compared to other theories of analysis.

Intellectuals and researchers give preference to thematic analysis due to its effectiveness in the research.

How to Conduct a Thematic Analysis?

While doing any research , if your data and procedure are clear, it will be easier for your reader to understand how you concluded the results . This will add much clarity to your research.

Understand the Data

This is the first step of your thematic analysis. At this stage, you have to understand the data set. You need to read the entire data instead of reading the small portion. If you do not have the data in the textual form, you have to transcribe it.

Example: If you are visiting an adult dating website, you have to make a data corpus. You should read and re-read the data and consider several profiles. It will give you an idea of how adults represent themselves on dating sites. You may get the following results:

I am a tall, single(widowed), easy-going, honest, good listener with a good sense of humor. Being a handyperson, I keep busy working around the house, and I also like to follow my favourite hockey team on TV or spoil my two granddaughters when I get the chance!! Enjoy most music except Rap! I keep fit by jogging, walking, and bicycling (at least three times a week). I have travelled to many places and RVD the South-West U.S., but I would now like to find that special travel partner to do more travel to warm and interesting countries. I now feel it’s time to meet a nice, kind, honest woman who has some of the same interests as I do; to share the happy times, quiet times, and adventures together

I enjoy photography, lapidary & seeking collectibles in the form of classic movies & 33 1/3, 45 & 78 RPM recordings from the 1920s, ’30s & ’40s. I am retired & looking forward to travelling to Canada, the USA, the UK & Europe, China. I am unique since I do not judge a book by its cover. I accept people for who they are. I will not demand or request perfection from anyone until I am perfect, so I guess that means everyone is safe. My musical tastes range from Classical, big band era, early jazz, classic ’50s & 60’s rock & roll & country since its inception.

Development of Initial Coding:

At this stage, you have to do coding. It’s the essential step of your research . Here you have two options for coding. Either you can do the coding manually or take the help of any tool. A software named the NOVIC is considered the best tool for doing automatic coding.

For manual coding, you can follow the steps given below:

• Please write down the data in a proper format so that it can be easier to proceed.
• Use a highlighter to highlight all the essential points from data.
• Make as many points as possible.
• Take notes very carefully at this stage.
• Apply themes as much possible.
• Now check out the themes of the same pattern or concept.
• Turn all the same themes into the single one.

Example: For better understanding, the previously explained example of Step 1 is continued here. You can observe the coded profiles below:

Make Themes

At this stage, you have to make the themes. These themes should be categorised based on the codes. All the codes which have previously been generated should be turned into themes. Moreover, with the help of the codes, some themes and sub-themes can also be created. This process is usually done with the help of visuals so that a reader can take an in-depth look at first glance itself.

Extracted Data Review

Now you have to take an in-depth look at all the awarded themes again. You have to check whether all the given themes are organised properly or not. It would help if you were careful and focused because you have to note down the symmetry here. If you find that all the themes are not coherent, you can revise them. You can also reshape the data so that there will be symmetry between the themes and dataset here.

For better understanding, a mind-mapping example is given here:

Reviewing all the Themes Again

You need to review the themes after coding them. At this stage, you are allowed to play with your themes in a more detailed manner. You have to convert the bigger themes into smaller themes here. If you want to combine some similar themes into a single theme, then you can do it. This step involves two steps for better fragmentation. 

You need to observe the coded data separately so that you can have a precise view. If you find that the themes which are given are following the dataset, it’s okay. Otherwise, you may have to rearrange the data again to coherence in the coded data.

Corpus Data

Here you have to take into consideration all the corpus data again. It would help if you found how themes are arranged here. It would help if you used the visuals to check out the relationship between them. Suppose all the things are not done accordingly, so you should check out the previous steps for a refined process. Otherwise, you can move to the next step. However, make sure that all the themes are satisfactory and you are not confused.

When all the two steps are completed, you need to make a more précised mind map. An example following the previous cases has been given below:

Define all the Themes here

Now you have to define all the themes which you have given to your data set. You can recheck them carefully if you feel that some of them can fit into one concept, you can keep them, and eliminate the other irrelevant themes. Because it should be precise and clear, there should not be any ambiguity. Now you have to think about the main idea and check out that all the given themes are parallel to your main idea or not. This can change the concept for you.

The given names should be so that it can give any reader a clear idea about your findings. However, it should not oppose your thematic analysis; rather, everything should be organised accurately.

Does your Research Methodology Have the Following?

• Great Research/Sources
• Perfect Language
• Accurate Sources

If not, we can help. Our panel of experts makes sure to keep the 3 pillars of Research Methodology strong.

Also, read about discourse analysis , content analysis and survey conducting . we have provided comprehensive guides.

Make a Report

You need to make the final report of all the findings you have done at this stage. You should include the dataset, findings, and every aspect of your analysis in it.

While making the final report , do not forget to consider your audience. For instance, you are writing for the Newsletter, Journal, Public awareness, etc., your report should be according to your audience. It should be concise and have some logic; it should not be repetitive. You can use the references of other relevant sources as evidence to support your discussion.  

Frequently Asked Questions

What is meant by thematic analysis.

Thematic Analysis is a qualitative research method that involves identifying, analyzing, and interpreting recurring themes or patterns in data. It aims to uncover underlying meanings, ideas, and concepts within the dataset, providing insights into participants’ perspectives and experiences.

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Thematic analysis is a method of qualitative data analysis that was first described in the 1970s (Joffe, Harper and Thompson (eds), Qualitative Research Methods in Mental Health and Psychotherapy: A Guide for Students and Practitioners, Wiley-Blackwell, 2012) but became more prominent at the end of the 1990s with researchers such as Boyatzis ( 1998 ) and Hayes ( 1997 ) (as cited in Braun, V., & Clarke, V. (2012). Thematic analysis. In H. Cooper (Ed.), APA Handbook of Research Methods in Psychology (vol.2) (pp. 57–71). American Psychological Association.). As qualitfvecome more accepted across social science disciplines and now across health professions education, the need for systematic methods to analyze qualitative sets is more accentuated (Castleberry and Nolen, Currents in Pharmacy Teaching and Learning 10:807–815, 2018). ( Braun, V., & Clarke, V. (2012). Thematic analysis. In H. Cooper (Ed.), APA Handbook of Research Methods in Psychology (vol.2) (pp. 57–71). American Psychological Association.) highlighted that thematic analysis is “an accessible, flexible, and increasingly popular method of qualitative data analysis” (p. 57). Although thematic analysis shares similarities with other methodologies that have systematic processes for analyzing data such as Interpretative Phenomenological Analysis or grounded theory, it does not “require the detailed theoretical and technological knowledge” of these approaches (Braun and Clarke, Qualitative Research in Psychology 3:77–101, 2006). However, (Braun and Clarke, Qualitative Research in Psychology 3:77–101, 2006) emphasized that the theoretical position of the study needs to be made explicit, as there are inherent assumptions regarding the nature of the data that has been analyzed.

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Braun, V., & Clarke, V. (2012). Thematic analysis. In H. Cooper (Ed.), APA handbook of research methods in psychology (vol.2) (pp. 57–71). American Psychological Association.

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Joffe, H. (2012). Thematic analysis. In D. Harper & A. Thompson (Eds.), Qualitative research methods in mental health and psychotherapy: A guide for students and practitioners (pp. 203–223). Wiley-Blackwell.

Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16 , 1–13. https://doi.org/10.1177/1609406917733847

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Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11 (4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806

Maguire, M., & Delahunt, B. (2017). Doing a thematic analysis: A practical, step-by-step guide for learning and teaching scholars. All Ireland Journal of Higher Education , 9 (3), 3351–3364. http://ojs.aishe.org/index.php/aishe-j/article/view/335

Thematic analysis:-7:23

https://www.youtube.com/watch?v=IZtdcz6m890

Thematic analysis (the ‘Braun & Clarke’ way): an introduction-1:02:19

https://www.youtube.com/watch?v=5zFcC10vOVY

Understanding Thematic Analysis: 6 steps to perform Thematic Analysis- 6:26

https://www.youtube.com/watch?v=WodStS6nQSk

Vaismoradi, M., Turunen, H., & Bondas, T. (2013). Content analysis and thematic analysis: Implications for conducting a qualitative descriptive study. Nursing & Health Sciences, 15 (3), 398–405. https://doi.org/10.1111/nhs.12048

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Squires, V. (2023). Thematic Analysis. In: Okoko, J.M., Tunison, S., Walker, K.D. (eds) Varieties of Qualitative Research Methods. Springer Texts in Education. Springer, Cham. https://doi.org/10.1007/978-3-031-04394-9_72

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Most of the data in DDR will be qualitative in nature and best analyzed using a thematic approach such as Clarke and Braun’s 6-step process illustrated below:

Clarke and Braun’s (2013) Six Step Data Analysis Process

The 6-phase coding framework for thematic analysis will be used to identify themes and patterns in the data (Braun & Clarke, 2006). The phases are:

• Familiarization of data.
• Generation of codes.
• Combining codes into themes.
• Reviewing themes.
• Determine significance of themes.
• Reporting of findings.

For survey and other numeric data, descriptive statistics can be generated using EXCEL or SPSS.

Clarke, V. & Braun, V. (2013) Teaching thematic analysis: Overcoming challenges and developing strategies for effective learning. The Psychologist , 26(2), 120-123

Merriam and Tysdale (2016) is considered a seminal source for qualitative methodology. Generic design is discussed on pages 23 to 25.

Merriam, S. & Tysdale, E. (2016). Qualitative research: A guide to design and implementation(4th ed). Jossey-Bass.

Elliott and Timulak (2021) provide a current summary of descriptive design.

Elliott, R. & Timulak, L. (2021). Descriptive-interpretive qualitative research; A generic approach. American Psychological Association. https://soi.org/10.1037/0000224-000  

Kalke (2014) provides overview of generic design including the criticisms. The update, in 2018, reaffirms the 2014 source.

Kalke, R. (2014). Generic qualitative approaches: Pitfalls and benefits of methodological mixology. International Journal of Qualitative Methods, 13 , 37-52. Retrieved from https://journals.sagepub.com/doi/full/10.1177/160940691401300119

Kalke, R., (2018). Reflection/commentary on a past article” Generic qualitative approaches; Pitfalls and benefits of methodological mixology. International Journal of Qualitative Methods . https://journals.sagepub.com/doi/full/10.1177/1609406918788193  

Descriptive Design has been described in the qualitative research literature since the early 2000’s. Prior to that, it was not considered a non-categorial design lacking in rigor. The following articles address those criticisms and provide insight into how to best design a study using a descriptive approach.

Caelli, K., Ray, L., & Mill, J. (2003). Clear as mud: Towards a greater clarity in generic qualitative research. International Journal of Qualitative Methods, 2( 2), 1 – 23. https://journals.sagepub.com/doi/pdf/10.1177/160940690300200201

Percy, W., Kostere, K., & Kostere, S. (2015). Generic qualitative research in psychology. The Qualitative Report, 20 (2), 76-85. https://nsuworks.nova.edu/tqr/vol20/iss2/7/

Sandelowski, M. (2000). Focus on research methods-Whatever happened to qualitative description? Research in Nursing and Health, 23 (4), 334-340. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.461.4974&rep=rep1&type=pdf

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