Presentation I gave at the 2012 QRCA Conference in Montreal, Canada about analyzing qualitative data!

1. DIGGING
FOR
AN
insightful
STORY
IN
A
MOUNTAIN
OF
DATA

2. of
y ou
ny
ow
ma s?
H
thi
elt
like
ha ve
f

3. 1.
Suggest
an
“Approach”

4. 2.
Create
a
Conversation

5. y’s
toda
lyti cs
xt
A na
Te
nge s:
ch alle

6. more
word
data
1.

8. 2.
exploratory,
non-­‐linear
output

9. 3.
increase
in
hybrid
studies

10. word
data
is
not
like
1,2,3,4,5,6,7… numerical
data.
10,20,30,40…
3,6,9,12,15…

11. Word
Data:
re
n
m any
words
that
a
udies
conducte d,
there
are
o0e int,
and
begin
In
the
st
po
ove rwhelmed
at
this
e0
to
sort
thr ough.
Many
are
an y
more
challenge
pli shed.
There
are
m
to
ask
how
t his
can
be
accom egie s.
First,
we
found
than
numerica l
data,
and
strat ou
begin.
Later
with
word
data
able
so0ware
before
y
what
we
can
d o
is
explore
avail nt
so0ware
tools
trod uce
some
differe
in
the
pr esen taAon,
we
will
in
nu mber
of
so0war
e
u.
There
are
a
large
ava ilable
that
will
help
yo st
require
purchase
or
ble.
Some
are
free,
but
mo re
most
comfortab
le
types
availa to
fi nd
the
one
you
a f
membersh ip.
It
takes
Ame
xplo re
the
quesAon
o
a re
tool,
we
will
e lore
with.
Onc e
you
find
a
so0w te
a
report,
we
exp
e
new
valuable
insights.
To
crea research
world,
how
to
captur ket
es.
Here
in
the
mar
valuable
stor yboard
techniqu eal
with.
Today
we
w
ill
aA on
overload
to
d
we
ha ve
a
lot
of
inform e
approach
this?
an
w
tackle
the
quesAon,
how
c

12. re
n
m any
words
that
a
udies
conducte d,
there
are
o0e int,
and
begin
In
the
st
po
ove rwhelmed
at
this
e0
to
sort
thr ough.
Many
are
an y
more
challenge
pli shed.
There
are
m
to
ask
how
t his
can
be
accom egie s.
First,
we
found
than
numerica l
data,
and
strat ou
begin.
Later
with
word
data
able
so0ware
before
y
what
we
can
d o
is
explore
avail nt
so0ware
tools
trod uce
some
differe
in
the
pr esen taAon,
we
will
in
nu mber
of
so0war
e
u.
There
are
a
large
ava ilable
that
will
help
yo st
require
purchase
or
ble.
Some
are
free,
but
mo re
most
comfortab
le
types
availa to
fi nd
the
one
you
a f
membersh ip.
It
takes
Ame
xplo re
the
quesAon
o
a re
tool,
we
will
e lore
with.
Onc e
you
find
a
so0w te
a
report,
we
exp
e
new
valuable
insights.
To
crea research
world,
how
to
captur ket
es.
Here
in
the
mar
valuable
stor yboard
techniqu eal
with.
Today
we
w
ill
aA on
overload
to
d
we
ha ve
a
lot
of
inform e
approach
this?
an
w
tackle
the
quesAon,
how
c

13. How
do
we
solve?
We
research.

14. ?? Conducted
Interviews
with
Qualitative
Research
Consultants
(QRCs)

15. Group
Breakout
#
1
• Pick
up
the
discussion
questions
on
your
table.
• Take
5
minutes
to
discuss
at
tables
then
share
out.

16. QRC
“Big
Data”
Projects
are
about
“multiplicity”
ies
ies
le
Methodolog
Multiple
week
stud Multip
Multiple
Markets
• In
person
roups
Online
Focus
G
Multiple
Countries
• rds
• Onli ne
Bulletin
Boa
Multiple
data
locations
• Handwritten
notes
• Video
• Excel
• Word

17. QRC
Tips
&
Tricks
“Look
for
b
es
ig
themes
Establis hing
Them don’t
worr
Utilizing
Excel
to
fin y
about
th
and
e
‘little’
Upfront
dings
that
sort
and
organize
when
I
st
pop
up,
at
least
art
writing
.”
“I
look
for
la
rge
themes
and
Creating
bucketing
th
begin
s
quick
code em.”

18. Examples
of
tools
used
by
QRCs:
x cel
Interclipper
E
N vivo
Dedoose
Wor
dle

19. Text
analytic
software
brands

20. solution
=
software
+
brainpower

21. Process
Begin With Roadmap Storyboard
Purpose Insights Report

22. Begin With
Purpose
Creating
Control.

23. Begin With
Purpose
Understand
the
real
question.

24. Begin With
Purpose
Learn
with
your
clients.

25. Begin With
Purpose
“Chunking”
Don’t
eat
the
whole
elephant.

26. Begin With
Purpose
To
use
or
not
to
us
e
text
analyti
c
software?

27. Begin With
Purpose
Ask:
“In
what
ways
can
I
prepare
data
to
help
with
analysis?”

28. Preparation
Examples

29. Tagging
in
20/20
Online
Software

30. Allows
Easier
Analysis
in
Excel

31. Utilizing
Dub
Segments
and
Notes

32. Dub—Easy
Export
into
Excel

33. Roadmap
Insights
Creating
Context.

34. Roadmap
Insights
Why
Roadmap
your
Insights?

35. T ips
for
Roadm apping
Your
I nsights

36. Group
Breakout
#
2
Let’s
roadmap
an
interview.
1. Watch
3
minute
Interview
clip.
2. Write
1
idea
per
Post-­‐it
as
you’re
listening.
3.
Place
the
Post-­‐its
wherever
you
want
on
the
worksheet.

37. Roadmap
Insights
Mind-­‐
mapping
Resources

38. Roadmap
Insights
Visualize
while
speed-­‐
reading

39. Roadmap
Insights
Speed-­‐
reading
Resources

40. Storyboard
Report
Creating
Flow.

41. Storyboard
Report
Why
Storyboard
your
report?

42. Storyboard
Report
Storyboard
Setup

43. Research
Report
Storyboard

44. Group
Breakout
#
3
Let’s
storyboard
the
insights.
• Using
the
storyboard,
worksheet,
and
Post-­‐its,
migrate
your
“roadmapped”
insights.

45. Process
Begin With Roadmap Storyboard
Purpose Insights Report
Creating
Creating
Creating
Control.
Context.
Flow.

46. Begin With Roadmap Storyboard
Purpose Insights Report
Q
&
A
e:
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