Your qualitative research might consist of many lines of text, voice recordings, interviews, video footage and more. The first step to turning this into insights is to sit down and identify critical information in these materials. Next, write down any sentiments that stand out from the conversation and summarise the data presented on sticky notes.

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How Can You Turn Qualitative
Research Into Insights?

2. Qualitative researchis an essential element of
understanding your audience. If you want to
catch next gen trends early, the trick is to get your
customer’s input before developing your next
product.
These early thoughts are often disorganised and
might extend to topics that are less useful to you.
How do you take qualitative research data and turn
it into actionable insights for your next campaign,
product design or rebrand?
In this article, we’llwalk you through the essential
steps.
hello@thisisselfhood.com

3. Understanding Affinity Diagramming
Affinity diagrammingis a complex term for a relatively simple
process. There are four steps to converting qualitative user
research into something your team leaders, shareholders and
partners could easily digest:
 Extract and summarise data
 Find patterns across participants
 Create insights
 Organise insights into a presentable format
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4. Step 1: Extracting and Summarising Data
Your qualitative research might consist of many lines of
text, voice recordings, interviews, video footage and
more. The first step to turning this into insights is to sit
down and identify critical information in these materials.
Next, write down any sentiments that stand out from
the conversation and summarise the data presented on
sticky notes.
Use one note for eachtakeaway - this way, they can be
grouped and organised easily later.
hello@thisisselfhood.com

5. Step 2: Find Patterns
Next, look at all theshort sentiments you noted and
group similar information together. For example, you
might group sentiments about the ease of use of your
product and then further group positive and negative
comments. Several research participants might have
pointed out the same feature or pain points.
Identify themes tocreate a sense of order.
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Email id:- hello@thisisselfhood.com
Website:- https://www.thisisselfhood.com/
hello@thisisselfhood.com