This method serves to identify essential themes in qualitative data. It involves grouping observations from surveys, interviews, and focus groups to familiar themes.
For instance, you can choose from your interview's answers when during the day people use your product - is it at home, at work, on the way somewhere? And then, you can group that information and get some insights from it.
This method helps you identify how common some issues relate to your product and how frequently your interviewers mention a specific theme or situation.
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