Qualitative Analysis : An Introduction and Overview

1. A
Presenta*on
from
The
NewMR
“Pu6ng
the
‘Qual’
in
Qualita*ve”
Event
28
March
2012
Qualita've
Analysis
:
An
Introduc'on
and
Overview
Ray
Poynter,
Vision
Cri'cal
Event
sponsored
by
EthOS
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa>on
about
Ethos
visit
www.ethosapp.com
For
more
informa>on
about
NewMR
events
visit
newmr.org

2. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Qualita*ve
Analysis
:
An
Introduc*on
and
Overview
28
March
2012

3. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Agenda
1. What
is
qualita>ve
data?
2. What
is
qualita>ve
analysis?
3. Strategies
for
qualita>ve
analysis
4. Further
reading
5. Closing
thoughts

4. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
What
is
qual
data?
Verba>ms
in
surveys
Forums/discussions
What
people
say
in
focus
groups
What
people
‘do’
in
focus
groups
– Body
language
– Collages
– Projec>ve
tasks
Videos
of
people
doing
things
Photos
Art
Artefacts
Discourses
Films,
books,
magazines

5. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Qualita>ve
Analysis?
1. Convert
to
numbers
– Coding
verba>ms
– Word
clouds
– Automated
sen>ment
analysis

6. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

7. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

8. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

9. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Annotate
Annotate
Actors
Objects
Ac>ons
Emo>ons
Foo>ng
Ideas
Codes
Memos

10. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Interpret
*
From
Hy
Mariampolksi,
Qualita>ve
Market
Research:
A
comprehensive
guide
I’ll
use
it
on
vaca>on
Can’t
think
of
a
reason
to
use
it
my
everyday
life?
I’d
give
it
as
a
gi[
It’s
not
for
me?
Two
par>cipants
felt
the
brand
was
like
a
BMW
and
three
like
a
Mercedes.
The
brand
is
perceived
as
premium
and
European.

11. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

12. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

13. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

14. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Trustworthiness
of
Qual?
1. Is
your
narra>ve
coherent,
comprehensive,
and
believable?
2. Is
your
narra>ve
useful?
3. Does
your
story
triangulate?

15. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1

16. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Further
Reading
Grounded
Theory
Indicator-­‐concept
model
Content
analysis
Discourse
analysis
Semio>cs

17. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
4
Thoughts
1. Create
a
compelling
narra>ve
that
illuminates
the
client’s
business
problem
2. Don’t
just
say
what
the
par>cipants
said,
interpret
3. Ensure
your
findings
are
grounded
in
the
data
4. The
client
should
already
know
the
answer
Or
at
least,
should
think
a[erwards
they
already
knew
it

18. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Thank
You

19. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Q
&
A
Sue York
NewMR
Ray Poynter
Vision Critical

20. Speaker: Ray Poynter, Vision Critical, UK
NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Ray
Poynter
and
Vision
Cri>cal
1-­‐7
Boundary
Row
London,
SE1
8HP
United
Kingdom
Phone:
+44
(0)
20
7633
2900
T:
@RayPoynter
L:
hmp://www.linkedin.com/in/raypoynter

21. A
Presenta*on
from
The
NewMR
“Pu6ng
the
‘Qual’
in
Qualita*ve”
Event
28
March
2012
Qualita've
Analysis
:
An
Introduc'on
and
Overview
Ray
Poynter,
Vision
Cri'cal
Event
sponsored
by
EthOS
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa>on
about
Ethos
visit
www.ethosapp.com
For
more
informa>on
about
NewMR
events
visit
newmr.org