Thematic Analysis of Qualitative User Research Data
Summary: User research generates masses of qualitative data in the form of transcripts and observations that can be summarized and made actionable through thematic analysis to identify the main findings.
Identifying the main themes in data from user studies — such as: interviews, focus groups, diary studies, and field studies — is often done through thematic analysis.
Video Author
Maria Rosala is a User Experience Specialist with Nielsen Norman Group. She plans and executes independent research for NN/g and leads UX training courses. Her strength in various research methodologies enables Maria to derive in-depth insight and guide clients as they improve the UX of products and services.