Analyzing and presenting qualitative data can seem a bit like a game of Telephone. What’s meant by the users may not end up exactly what’s heard by or presented to the product team. Failure to properly interpret, present, and act on data collected can be a frustrating waste of time and money. And nobody wants that.
We’ve already talked about when to use qualitative data and how to use this data with quantitative data. The next step is analyzing that data and presenting it. There are some best practices to make the most of all those phone interviews, open-ended responses, and focus groups.