Qualitative Data Analysis
There are key features in analyzing qualitative data, regardless of the analytic approach that you choose. At this phase, you are exploring how your research questions and aims are connected to your data. It is an iterative cycle that requires multiple readings or reviews of your data, codes, and categories or themes. Specific analytic steps and approaches can differ depending on your methodological design.
Coding and Analytic Memos
What is it? Qualitative coding and analytic memos are an essential part of the qualitative analytic process in organizing and recording insights about data.
Coding is the use of a word or phrase to condense or summarize parts of qualitative data. It is considered the most important part of qualitative data analysis because you are exploring the data to concisely show the connections between the data and your research questions, aims and goals.
Coding qualitative data is not a linear process, but rather a cyclical process. It involves the constant review of data for connections between research question(s) and codes, and then reviewing codes, categories, and themes through multiple cycles. Qualitative coding identifies and organizes images, phrases, behaviors, or other areas of interest connected to your research question. The coding process can be planned before data collection begins or developed during the coding process.
Codes can be applied to textual data, such as transcripts from interviews and focus groups, or visual images or artifacts. There are many different kinds of codes, and the types of qualitative codes used will depend on the nature of the research question(s), type of data, and your research design. A few examples of coding types are descriptive coding and in vivo coding. Descriptive coding summarizes the content or topic of a portion of data. In vivo coding is when the name of a code is derived from the actual words of participants to ground the codes in the language of the respondents.
Analytic memos are used to reflect on what you have learned, new ideas, and coding connections. It can be easy to forget why you used a code or an insight you had of a connection between two codes, so it’s important to keep a record of your thoughts and your coding process. The use of analytic memos provides credibility to the analysis process and a qualitative research project overall. For each memo, it is helpful to include the date, an idea, and the portion of data that you are referring to. Analytic memos can also be a diagram of the connection of ideas within a qualitative project.
The coding process can sometimes feel overwhelming, but our consultants can provide training and guidance on coding and analytic memos, and we can help you determine which coding types might be appropriate for your project.
How can we help you?
- Identify the most appropriate codes to use for your qualitative research project
- Provide tips on how to thoroughly code your qualitative data
- Feedback on thorough descriptions of all steps taken in your qualitative coding process
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Publications: Articles, Books, Op-ed
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Learn MoreArticles and White Papers About Coding & Analytic Memos
From Interviews to Infographics: Reporting Qual Data for Community Use
Introduction Qualitative research plays a critical role in community-engaged studies by capturing lived experiences, narratives, and social complexities that quantitative data often cannot. However, a persistent challenge lies in translating these nuanced insights into accessible, actionable formats for non-academic stakeholders—especially community members who are usually the subjects and beneficiaries of...
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How to Write Qualitative Research Reports for Funders and Stakeholders
Introduction Qualitative research is a powerful tool for understanding complex social, behavioral, and organizational phenomena. Its strength lies in capturing rich, contextual, and nuanced data that reflect the lived experiences of individuals and communities. To translate insights into tangible impact, findings must be communicated effectively to decision-makers (funders, policymakers, practitioners,...
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Turning Words into Action: How to Spot Actionable Insights in Interviews
Introduction In the business world, qualitative interviews offer a powerful window into users’ needs, frustrations, and motivations—insights which are often invisible in quantitative data. Yet those rich stories can remain dormant if not translated into action. In applied settings like product teams, marketing departments, and customer experience efforts, turning words...
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Publishing Qualitative Research from Community Projects: What Funders and Journals Want
Introduction Qualitative research rooted in community projects often holds the potential to generate deep, contextually rich insights that inform social programs, policy, and participatory action. However, the journey from community engagement to published work requires alignment with the expectations of both funders and peer-reviewed journals. Understanding these expectations is critical...
Read MoreFAQ About Coding & Analytic Memos
Field notes are the observations recorded while data is collected. On the other hand, memos are observations and other thoughts that emerge during data analysis.
Data saturation is an important element in grounded theory. It is the process of collecting data until no new information is found. Therefore, the amount will vary depending on your research question(s) and data saturation.
Yes, many qualitative research project use a different type of analysis from the research design. The research questions should inform the type of qualitative analysis.
It depends on the expectations of the entity where you will be submitting your op-ed. You will need to consider the most appropriate information for the typical readers of the op-ed.
Some qualitative research designs use specific codes for analysis. The types of codes are also informed by your research questions.
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