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.

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Thematic Analysis of Qualitative User Research Data

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How to Analyze Qualitative Data from UX Research: Thematic Analysis

Identifying the main themes in data from user studies — such as: interviews, focus groups, diary studies, and field studies — is often done through thematic analysis.

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Maria Rosala is the Director of Research at Nielsen Norman Group. She leads and oversees research at NN/g, trains teams around the world on UX topics, and works with clients to help them improve the user experience of their products and services.

 

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