How to Analyze Qualitative Data





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Published on May 1, 2020

This video offers a brief introduction tutorial on how to analyze qualitative data. Qualitative analysis is an important technique in psychology and many social sciences, although also used in business, architecture, software development and many more.

The guide discusses the most important part of qualitative analysis, reading and familiarising yourself with the data. Most researchers will read all their data through multiple times, and use different ways of reading the qualitative data to properly understand it. This helps identify trends, patterns and to reveal findings in the data.

The source of data can be interviews, focus groups, diaries, documents, social media or questionnaires. However, the basic analysis takes similar steps, of reading, comparting and interpreting the data. There are also more specific qualitative analysis techniques like Content Analysis, Thematic Analysis and Discourse Analysis.

We compare qualitative analysis to writing a book report, summarising the plot, character motivations and themes using the example of Steinbeck's 'Of Mice and Men'.

It also discusses qualitative data analysis software, using the example of Quirkos, to demonstrate how it can help manage coding, notes and other analytic text. However, it's noted that the software can't do the analysis for you!

Download a free trial of the qualitative data analysis software Quirkos from this link:


and read our blog introducing the analysis of qualitative data here:



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