- Attitudinal – thoughts, beliefs, self-reported needs obtained from interviews, focus groups, diary studies
- Behavioral – observations of people’s behavior through contextual inquiry and other ethnographic methods

University of Michigan - Ann Arbor

https://www.nngroup.com/articles/thematic-analysis/

How to Analyze Qualitative Data from UX Research: Thematic Analysis (Maria Rosala)

Two types of qualitative data in UX research

Three common methods of conducting thematic analysis

Two types of coding:
- Descriptive: They describe what the data is about
- Interpretive: They are an analytical reading of the data, adding the researcher’s interpretive lens to it

Coding in thematic analysis

- Large quantity of data → Superficial analysis
- Rich data → Analysis becomes a description of many details
- Contradicting data → Findings are not definitive
- No goals set for the analysis → Wasted time and misdirected analysis

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