To decode meaning, we sometimes need to read between the lines. We can be subtle, we can be descriptive, and we can be obtuse. There are many ways we can express an idea, experience or emotion. NLP is the bridge connecting human speech to computer processing. That’s where thematic analysis software comes in. Manual TA is too time-consuming for practical use in many situations. The greatest challenge researchers and analysts are facing today is battling with an insurmountable quantity of data streaming in by the minute. On top of that, there is also a vast amount of readily available untapped qualitative data online in the form of social media comments, posts and reviews. Not only can it better describe people’s feelings, attitudes and experiences, but it can also bring to light new information that may otherwise be overlooked. However, qualitative data is extremely rich in information. When qualitative data is used, research is often conducted on a smaller sample, providing less breadth and scope than would be possible if time and resources weren’t a factor. It’s clear why researchers and analysts favour quantitative data. Now that you’re familiar with the six-step method, it’s easy to picture just how much of a time drain thematic analysis can be.
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