In my "Spot Patterns" User Research workshop today we covered the key components of qualitative analysis and synthesis, practiced direct observation and conceptual pattern recognition, and dipped our toes into thematic analysis!

• It's a multi-step process that’s quick and easy to grasp

• Used to analyze seemingly disparate qual data into manageable “snippets” based on patterns/themes

• This allows us to interpret the data from multiple POVs

• Once identified (e.g. coded) the themes help us answer questions and find meaning within large data sets and between sets

• It's a flexible approach in depth and scale

• Applicable to semi-structured interview, diary study, ethnography and other UX research data we gather

• A means to ensure we go thru all of data in a systematic and thorough manner (to mitigate bias)

• Collaborative method that is easily facilitated remotely!

Pro Tips:

• Gather all data and make it visible, accessible, and moveable

• Don’t hold onto your favorites, preferences or assumptions

• Don’t cherry pick the data. Present and review it all, equally

• Check your expectations and biases at the door

• Never use research as a weapon

There are several approaches to analyze and synthesize.

IT’S MORE FUN THAN A BARREL OF MONKEYS :)