Analyzing Qualitative UX Data

What you will learn

Understand the landscape of qualitative data analysis

• Overview of qualitative analysis methodologies
• The core skills of the qualitative researcher
• How analysis differs for exploratory and evaluative research data

Learn how to do a thematic analysis

• Thematic analysis: What it is
• Steps to perform a thematic analysis
• Choosing and using tools for thematic analysis

Code data appropriately

• Choosing a coding approach to fit the data and your goals
• Inductive vs. deductive coding
• Apply different code types throughout the coding process
• Iterate through your codes
• Moving from codes to categories
• Different software tools and approaches for coding

Extract and report insights

• Write memos to explore your data
• Question frames to help you move beyond the literal
• Visualization techniques to identify and explore important connections
• Techniques to test your interpretations
• Analyzing effectively with others and reducing bias
• How to effectively communicate insights to your team and stakeholders

Analyze usability test data appropriately

• Analyze behavior in addition to transcripts
• How to catalog issues and determine their severity
• Tools and methods for analysis of usability test sessions