From the course: UX Research: Overcoming Data Anxiety
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Finding patterns in your qualitative data
From the course: UX Research: Overcoming Data Anxiety
Finding patterns in your qualitative data
- Data analysis is all about finding patterns that you can use to build a story about your customer, about your brand, and about how they intersect. If you're ready to look for patterns in your qualitative data, it means you've already coded your data. The act of developing a coding frame, which we talked about in chapter two, is in and of itself, an activity in pattern recognition. Once you've taken that step, you are ready to tease out the themes and the sub-themes in your data. Here are three techniques you can use. The first is listmaking. This can be done by writing codes and examples in a document or post-it notes. In a study on state parks, for instance, the pain point of safety came up regularly. By listing out core examples as well, we found several sub-themes: Safety while walking at night. Safety in terms of age-appropriate playground equipment for children. Safety for personal property like theft…
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