From the course: Building a Journey Map: A Hands-On Workshop

Unlock the full course today

Join today to access over 24,900 courses taught by industry experts.

Synthesizing insights from data: Thematic analysis coding

Synthesizing insights from data: Thematic analysis coding

From the course: Building a Journey Map: A Hands-On Workshop

Start my 1-month free trial Buy for my team

Synthesizing insights from data: Thematic analysis coding

“

- Once you've conducted your research, how do you make sense of it? How do you turn that data into a journey map? These are the questions we're going to be answering in this video. Novice researchers will conduct interviews and then jot down what they think they heard customers say. What I'd like to teach here is a more robust and systematic approach that significantly lessens research or bias. There are three steps to turning qualitative data into insights you can use. First, we need to understand text as data. To organize participant feedback, we start with the transcripts from the interviews or diary studies. Interview transcripts aren't just conversations, they're data. If you don't have transcripts, create them. Using a tool like otter.ai, you can upload a video or audio file of your interview and it generates a transcript in just minutes. The text in your transcript then becomes a dataset where you convert each…

Contents