The document provides an overview of qualitative analysis techniques for gathering user insights including: - Brainstorming, competitive analysis, literature research, and interviews to generate ideas - Coding interview transcripts to group similar responses and surface themes across participants - Approaches like interpretative techniques, recursive abstraction, and content analysis to analyze qualitative data It also describes coding as assigning summaries of responses to groups to facilitate comparison and discussing coding as either an in-depth, multi-pass process or a quicker approach akin to card sorting.

1. EPFL, spring 2012 – week 4!
qualitative analysis

2. overview
➝ todays goal – provide basis for as many ideas for
you as possible
➝ brainstorming
➝ competitive analysis
➝ literature research
➝ interviews
➝ briefintroduction to qualitative analysis
➝ practical work:
➝ data analysis
➝ literature review

3. data source vs. approach vs. context
eyetracking
data mining/analysis
behavioral
A/B (live) testing
usability benchmarking (in lab)
usability lab studies
online user experience assessments
(“vividence-like” studies)
DATA SOURCE
ethnographic field studies
mix
diary/camera study
message board mining
participatory design
customer feedback via email
focus groups
desiriability studies
intercept surveys
attitudinal
phone interviews
cardsorting
email surveys
mix
qualitative (direct)
APPROACH
quantitative (indirect)
key for context of product use during data collection
natural use of product
de-contextualized/not using product
scripted (often lab-based) use of product
combination/hybrid

4. questions answered by source and approach
behavioral
what people do
DATA SOURCE
why & how how many &
to fix it
how much
attitudinal
what people say
qualitative (direct)
APPROACH
qualitative (indirect)

5. nice stories but how to analyse?

6. qualitative analysis - approaches
➝ interpretative
techniques "
(observer impression)
➝ coding
➝ recursive abstraction "
summaries of summaries
➝ mechanical techniques "
content analysis – counting keywords

7. coding
➝ summarizing responses into groups
➝ to reduce number of responses
➝ to make comparison easier
➝ in a group
➝ as similar as possible and
➝ as different as possible to every other group
➝ can be done by multiple people to agree on (judges)

8. coding
➝ complete
transcription of
interviews
➝ multi-pass
approach
➝ look for themes
in individual
interviews
➝ develop and
refine codes
across
interviews

9. coding

10. coding – quick and dirty
➝ cut out and sort into groups (assign codes)
➝ akin to card sorting (popular HCI method)
➝ please put remarks on the cover sheet of each
interview for the interviewer/note taker