Qualitative data analysis involves examining and interpreting data to identify patterns, themes, and insights. This page provides an overview of commonly used qualitative analysis techniques, including broader analytical approaches or methodologies as well as specific techniques used within them. While the list is not comprehensive, each section introduces frequently used approaches and techniques, with links provided to other modules and external resources for further details.
If you would like to find out more about analysing qualitative data in general, you might be interested in this An Introduction to Qualitative Data Analysis video, while if you would like more information about some of the approaches detailed below, you may like to view this What to Do With the Data You Have Gathered: Overview of Common Approaches to Data Analysis video. In addition, If you would like to learn how to use NVivo software to assist with qualitative analysis, you may like to refer to the Introduction to NVivo module.
Content analysis is a qualitative analysis method used to code and interpret data in order to identify patterns, themes or trends. It can involve counting the frequency of words or concepts, or interpreting their underlying meaning.
Content analysis is often applied to documents, interview transcripts or texts and communication content. The process typically involves defining the coding categories, systematically applying them to the data, and then interpreting the results in the context of the research question.
If you would like to learn more about thematic analysis, you might be interested in this Scribbr Content Analysis guide.
Thematic analysis is a qualitative analysis method that involves identifying, analysing and interpreting patterns or themes within qualitative data, such as interview transcripts, focus group discussions or documents. The goal is to understand key ideas, experiences, or perspectives that emerge across the dataset.
Thematic analysis typically involves familiarising yourself with the data, generating initial codes, searching for themes, reviewing and refining themes, and defining and naming themes. It can be applied in an inductive way (themes emerge from the data) or deductively (based on pre-existing concepts or research questions).
If you would like to learn more about thematic analysis, you might be interested in this Scribbr How to Do Thematic Analysis guide.
Narrative analysis is a qualitative analysis method used to study stories and personal accounts in order to understand how people make sense of events and experiences over time. It focuses on the content, structure and context of narratives, examining how individuals construct meaning and convey their perspectives.
Narrative analysis is often applied to interview transcripts or reflective journals. The process typically involves identifying key events, turning points and the sequence of experiences, as well as exploring how participants frame their stories and the meanings they attach to them.
Grounded theory is a qualitative analysis method used to develop a theory that explains a process, action or interaction grounded in the data. Rather than starting with a pre-existing theory, researchers generate concepts and relationships directly from the data through iterative coding, constant comparison, and category development.
Grounded theory is often applied to interview transcripts, focus group discussions or documents. The process involves open coding to identify initial concepts, axial coding to explore relationships between categories, and selective coding to refine and integrate categories into a coherent theory.
Discourse analysis is a qualitative analysis method used to examine how language is used to construct meaning, shape social reality and reflect power relationships. It focuses on how ideas, identities and assumptions are communicated through spoken or written language in different contexts.
Discourse analysis is often applied to interview transcripts, texts and communication content, documents or informal conversations. The process typically involves analysing patterns in language use, identifying underlying assumptions or perspectives, and interpreting how these contribute to broader social or cultural meanings.
If you would like to learn more about discourse analysis, you might be interested in this Scribbr Critical Discourse Analysis guide.