When there are no goals, researchers can get lost in details and report wrong information 

Claremont Graduate University

- Qualitative data can be overwhelming and without a systematic process

Challenges and Issues in Qualitative Data

Rosala, M. (2019, September 29). How to Analyze Qualitative Data from UX Research: Thematic Analysis. https://www.nngroup.com/articles/thematic-analysis/

References: Thematic Analysis

- Time-consuming 
- Difficulty in identifying patterns 
- Hard to remember details 


1) Large Quantity of data → Superficial Analysis

Too many details confuse people to know which one is useful, which ended up repeating participants response without any analysis

2) Rich data → descriptions of too many details

Contradicting information from different or same participants, which lead to indefinite analysis 

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