This means that the same interview questions might be addressing different aspects of the problem.
Coding the data gives you a way to organize your scripts in such that you can pull the scripts from the same code effectively without looking through the entire interview questions again.
Here is an example: Depending on what you want to find out, you may code both these two sentences “meals”, in this case, each sentence is a code.
You may also code “chicken and rice” and “beef lasagna” as “food” and “wine” as “drink”, notice how this time each phrase is a code and you have two different codes?
Most qualitative UX researchers are familiar with building rapport and conducting interviews, but that is not the end of a qualitative research.
Interviews are one of the best methods for qualitative research.There’re two types of coding methods, deductive and inductive.Deductive coding is the coding method wherein you have developed a codebook as a reference to guide you through the coding process.Your codes give you credibility when presenting them to your teams, your clients, and your stakeholders. As we know all too well, interviews don’t always run as expected.With proper coding, you can say with confidence that these findings are in fact, representing the majority of user feedback. Conversations can take an unexpected turn and open up a new area for a researcher to explore.And within the themes, you can tell the user story. The bigger categories are the overarching themes while the sub-categories supporting themes.This is where you can engage in storytelling from your data.The two types of coding method have their own pros and cons, but the end result should be similar.The majority of your data should be coded and be able to form a narrative.CODING IN ACTIONOnce you know what types of text you’re coding for, the action of coding is fairly simple — you select text, and give it a code name that captures the essence of the text.Next time when you encounter a text with same meaning, you give it the same code name.