How to use thematic analysis.
Once you’ve collected your qualitative data, you can start the thematic analysis process. Follow the steps below to interpret and present your findings.
1. Organise your data.
Start by transcribing interviews, gathering written responses, or collating your notes. Read through everything several times to get familiar with the content, and make a note of any interesting observations or recurring words that stand out to you. This stage sets the groundwork for accurate coding later.
2. Create the codes.
Assign codes to sections of the data that relate to your research question. A code is a label for an idea, pattern, or notable point that you have repeatedly highlighted in your data; for example, “cost concerns” or “lack of training”. You can code manually or use software depending on the size of your project.
3. Search for themes.
Group similar codes together into broader themes. These themes represent any repeated concepts or viewpoints that stand out across your data. For example, several codes about job stress may fall under “workplace wellbeing”. This helps frame your analysis and builds a narrative around your findings.
4. Review and re-work.
Check your themes against the original data. Consider whether they are consistent, if they overlap too much, and if you need to merge, split, or remove themes to improve the clarity of your data. This phase is iterative, and it may need a few rounds of refinement before everything fits together logically.
5. Define and finalise.
Clarify what each theme means, how it relates to your research, and what it tells you. Name your themes clearly and succinctly. For example, “career uncertainty” is more specific than “negative feelings,” which you could find reports of across a number of codes. Your finalised themes should support your overall interpretation of the data.
6. Write up your report.
Structure your report to include an introduction, methodology, findings, and a discussion section. Use quotes to support each of your themes and explain your analysis process. Keep your language clear and focused, especially if sharing your findings with stakeholders or clients who might be unfamiliar with qualitative research.
Thematic analysis examples: When to use it.
Here are some real-world scenarios where thematic analysis is useful, from conducting user research to improving services and uncovering new insights from feedback.
Understanding people and their perspectives.
Thematic analysis is used in fields like healthcare, education, or social research to get a better understanding of people’s thoughts and emotions. For example, how do patients feel about waiting times in A&E? What are students’ experiences with hybrid learning? Thematic analysis helps unpack feelings and viewpoints that are not quantitative in a structured way.
Better understanding complex and nuanced experiences.
Thematic analysis is perfect for understanding topics like grief, discrimination, or mental health where people’s stories and emotions are multi-layered. It captures the richness of these experiences without forcing data into rigid, predefined categories.
Exploring niche areas that are under-researched.
If little quantitative data exists, thematic analysis lets you explore smaller, specialised audiences. For example, interviews with disabled founders in business, or marginalised voices in tech.
Finding patterns and themes in a specific environment.
Thematic analysis is used to analyse how people behave in a shared setting, like workplace culture, classroom dynamics, or online forums. It’s great for ethnographic studies or service design based on real-world feedback.
Understanding customer feedback.
You can analyse reviews, surveys, or support tickets to identify recurring problems, values, or preferences using thematic analysis. For example: What do users love or hate about your app? Thematic analysis gives structure to what would otherwise be scattered insights.
