Based on what I’ve seen and heard from students who come into RIVA to attend our Analysis and Report writing class, analysis can sometimes prove challenging.
- Ensure you are familiar with the purpose of the research, the intended outcomes, the gotta-gotta, and any objectives not listed in the purpose statement.
Clarity on all of these items means that when you are coding your transcripts, you will automatically pick up on key insights that answer your “gotta-gotta.” You can better pool those by coding them a certain way. - Use printed materials.
I sound a little ancient when it comes to this recommendation (keep in mind, I am a millennial!), but the act of seeing something on the page makes it stick more in the brain. It also eliminates screen fatigue as you’re scrolling through countless pages of transcripts. While this may not be ideal for projects that have a large amount of QREs (qualitative research events), when it’s possible, it helps a lot. - Don’t procrastinate – especially if you’re the Moderator.
Being the Moderator who is doing double duty as the analyst has its benefits, namely your memory of the QREs. It makes going through the transcripts easier as you can almost remember how people said something. The patterns and themes are already in your head, so often, it’s easy to find trends across groups. (It’s worth noting that even as an analyst, you can pick up on language/how people say something that might sound one way but mean another! For example, a group kept commenting on a design as “retro” and “vintage” and the Client thought that to be negative but it actually meant something positive to the Respondents.)
As just the analyst, it’s best to start as soon as you get the transcripts in your hands. Coding takes a good chunk of time, regardless of if you take my advice and use printed materials or do it on the screen. - Trust your brain – the human brain is wired to look for patterns.
In the science-y realm of things, the human brain is already wired to look for the patterns in transcripts/research. We see them every day. If you’re familiar enough with number 1 of this list, then your brain will have an easier time of it. Trust yourself. Rather than fear missing something, let your brain do what it does best. - While QLMR doesn’t report numbers, sometimes it can be helpful to use tallies to determine how often a word or phrase is used to describe the idea, product, and/or service.
Sometimes, it doesn’t even have to be tallies. I keep a notepad next to me as I’m reviewing the transcripts with a running list of words/phrases that occur often. These can be utilized to make visuals for the report in addition to keeping track of reoccurring ideas/themes. - Don’t forget the worksheets!
Any items that Respondents used to take notes, jot down their ideas, brainstorm new additions, etc. can be extremely helpful in rounding out the analysis portion. Often, those who didn’t get a chance to speak in the session have detailed feedback that can contribute to the larger understanding of the transcripts. They are crucial! - Chunk out the analysis portion.
Doing anything for a length of time can cause fatigue, but particularly when you’re reading transcripts, it can feel draining. If you have the time, it’s better to space out how much you do in one seated session. For example, if you can do it over a couple days, do a little each day. If you’re in a mad rush, work for one to two hours, take a break, and then return. - Turn off any distractions.
This can also apply to when you’re writing the report, but when it comes to analyzing transcripts and data, I turn off my phone, close down any unnecessary windows (email, teams, slack, etc.), and try to isolate myself from others in my house since I work from home. This allows my brain to focus and hone in on what it needs in order to locate those trends.
These tips can help you tackle analysis like a pro – or at least like someone who is more confident in your own abilities!
Written by: Brittany Mohammed