Jul 23, 2018

5 min read

Themes Don’t Just Emerge — Coding the Qualitative Data

Written by Erika Yi, Ph.D.

Interviews are one of the best methods for qualitative research. Most qualitative UX researchers are familiar with building rapport and conducting interviews, but that is not the end of a qualitative research. The analysis process of the interview data is not only vital to render useful research insights but also essential to build your credibility as a responsible qualitative researcher. We don’t have time to explore all the nuance of qualitative data analysis in this article, instead, we will focus on the…