Qualitative Data Analysis with Video

Tools and Techniques for Collecting and Analyzing Video

Speaker: Geoff Robertson
Founder & UX Specialist, Chockablock
(formerly Manager of UX Research at Discovery Education)

Video is an important format to master as it can be used to document research methods such as field observations, interviews, focus groups, and usability tests. Qualitative video data helps us connect and empathize with users in a way quantitative data cannot; and, contrary to popular belief, it can be quantified. These traits make qualitative video data a powerful combination of insights and numbers.

In this session we will discuss:

• tools and techniques for collecting and analyzing qualitative video data
• what to look for in a video recording device
• how to leverage video recording devices for different research methods
• how to prepare captured video footage for analysis
• how to analyze video footage using qualitative data coding

Participants of this session will leave with not only applicable skills, but also a list of cost-effective tools that will help them make use of qualitative data in video format.

Topics Covered

What to look for in a video recording device

• Understanding form and function
• Understanding recording formats
• Understanding lenses and focal points

How to leverage video recording devices for different research methods

• Setups for interviews and focus groups
• Setups for observations (single & multi pov)
• Setups for usability tests (single & multi pov)

How to prepare recorded video footage for analysis

• Processing video footage (single vs multi pov)
• Censoring & annotating video footage
• Hosting and sharing video footage

How to analyze video footage with qualitative data coding

• Structuring your spreadsheet
• Coding for what you want to learn
• Basic formulas for quantification