Frequency ≠ Importance in Qualitative Data

Summary: Counting how frequently something is mentioned in qualitative data will not always show you what's most important. Sometimes, the most valuable insights are mentioned only once.

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Frequency ≠ Importance in Qualitative Data

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Analyze Qualitative Data: Thematic Analysis

Identifying the main themes from user studies (such as interviews, focus groups, diary studies, and field studies) is often done through thematic analysis.

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Tanner Kohler is a Principal Experience Specialist with Nielsen Norman Group. Tanner's studies have focused on social psychology, and he has researched theories of human motivation and the gamification of learning. He has developed, taught, and evaluated curricula for thousands of full-time volunteers for the Church of Jesus Christ of Latter-Day Saints. He has an MS degree in instructional psychology and technology.

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