Using thematic analysis in qualitative research: Top down and bottom up approaches

Thematic analysis is a widely used qualitative method in design research. We will discuss the difference between data driven and theory driven approaches and explore how thematic analysis can be used strategically to generate different insights at various points in the design cycle.

from Experience Strategy 2014, by Ashlee Riordan

Transcript

1. Research Lead @ Thick Ashlee Riordan
2. What is good process?
3. Validity Different research traditions
4. qualitative vs quantitative
7. Quantitative research Hard Sciences
8. Qualitative research Humanities
9. Quantitative Generalisability Prediction Causal explanation Contextualisation Interpretation Understanding perspectives Qualitative
10. Experimentation Testing Begins with a question or hypothesis Manipulation of variables Use of instruments Deductive analysis Seeks consensus Observation Discovery Begins with a need to explore Researcher is the instrument Inductive generation of patterns Ends with hypotheses Seeks pluralism, complexity Quantitative Qualitative
11. Validity ! Generalisibility - Sample size Causality - chain of logic & reduction of bias Quantitative Qualitative Validity ! Applicability - Sample quality, researcher lens and presentation of findings
12. How do you convey the validity of qualitative research to people who are using quantitative criteria for judgement?
13. Behaviour Goals Needs Expectations Emotions Decisions Thoughts
14. What does robust qualitative design look like?
15. Who do we need to speak to?
16. How will we generate data?
17. How will we analyse data?
18. In what form will we present our insights?
19. Demonstrate considered decision making!