Analysing Qualitative Data: More Than 'Identifying Themes'

TLDR

Qualitative research often relies mainly on presenting key themes with participant quotes as the primary analysis. The paper argues that qualitative data warrant and enable deeper analysis beyond theme presentation. The authors describe strategies such as refining category interpretation, using comparison and pattern analysis, incorporating divergent views and negative cases, consulting literature, creating visual displays, and employing writing to prompt deeper thinking. Each strategy is illustrated with examples.

Abstract

Too often, qualitative researchers rely on the presentation of key themes supported by quotes from participants’ text as the primary form of analysis and reporting of their data. In this paper I argue that qualitative data require and support much deeper analysis. Strategies that might assist researchers to enrich their analysis of qualitative data are described. These strategies include improving interpretation and naming of categories; using comparison and pattern analysis to refine and relate categories or themes; using divergent views and negative cases to challenge generalisations; returning to substantive, theoretical or methodological literature; creating displays using matrices, graphs, flow charts and models; and using writing itself to prompt deeper thinking. Each strategy is illustrated by examples.