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Qualitative Data Analysis: 5 Steps to Understand User Behavior
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rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="Experience Analytics Icon" loading="lazy" width="32" height="33" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/1zNQ5Gd3LGGKaEN0Iqh8Uk/24fa9153263087ee32cc4256e6b6aeb1/experience-analytics_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/1zNQ5Gd3LGGKaEN0Iqh8Uk/24fa9153263087ee32cc4256e6b6aeb1/experience-analytics_Icon.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/1zNQ5Gd3LGGKaEN0Iqh8Uk/24fa9153263087ee32cc4256e6b6aeb1/experience-analytics_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Experience Analytics</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Visualize journeys and level up engagement</p><a aria-label="Experience Analytics" class="absolute inset-0 z-[5]" href="/platform/experience-analytics/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li><li class="space-y-3 rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="Product Analytics Icon" loading="lazy" width="32" height="33" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/4YUBF2yJs3o6U1T6xy4Yl7/2f2fa56cc720433ea57f07b92e34f7f6/product-analytics.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/4YUBF2yJs3o6U1T6xy4Yl7/2f2fa56cc720433ea57f07b92e34f7f6/product-analytics.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/4YUBF2yJs3o6U1T6xy4Yl7/2f2fa56cc720433ea57f07b92e34f7f6/product-analytics.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Product Analytics</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Get the whole picture of multi-session journeys</p><a aria-label="Product Analytics" class="absolute inset-0 z-[5]" href="/platform/product-analytics/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li><li class="space-y-3 rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="Voice Of Customer Icon" loading="lazy" width="32" height="33" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5mTjvKCNm6NzGsszOzgjGl/634860682d77b8d395e54c3e91496841/VOC_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5mTjvKCNm6NzGsszOzgjGl/634860682d77b8d395e54c3e91496841/VOC_Icon.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5mTjvKCNm6NzGsszOzgjGl/634860682d77b8d395e54c3e91496841/VOC_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Voice of Customer</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Make better decisions with fast user feedback</p><a aria-label="Voice of Customer" class="absolute inset-0 z-[5]" href="/platform/voice-of-customer/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li><li class="space-y-3 rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="Experience Monitoring Icon" loading="lazy" width="32" height="33" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/7bX0tCQkpfOsX7rUPdsJsv/6c0ca8717d628c7168e540fd1b1bcea6/Experience_Monitoring_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/7bX0tCQkpfOsX7rUPdsJsv/6c0ca8717d628c7168e540fd1b1bcea6/Experience_Monitoring_Icon.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/7bX0tCQkpfOsX7rUPdsJsv/6c0ca8717d628c7168e540fd1b1bcea6/Experience_Monitoring_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Experience Monitoring</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Power up performance and remove friction</p><a aria-label="Experience Monitoring" class="absolute inset-0 z-[5]" href="/platform/experience-monitoring/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li></ul><div class="border-grey-pastel max-lg:rounded-lg max-lg:border max-lg:p-5 md:col-span-3"><span class="submenu-heading mb-2 opacity-[.65] lg:mb-4 lg:mt-2 lg:pl-[0.625rem]">Features</span><ul><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Session Replay" class="absolute inset-0 z-20" href="/platform/capabilities/session-replay/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Session Replay Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/nCI0BAucJJyAEr41YWyUy/bb803f6cdd3e95eb6f6173e65747cdf7/Session_Replay_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/nCI0BAucJJyAEr41YWyUy/bb803f6cdd3e95eb6f6173e65747cdf7/Session_Replay_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/nCI0BAucJJyAEr41YWyUy/bb803f6cdd3e95eb6f6173e65747cdf7/Session_Replay_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Session Replay</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Heatmaps" class="absolute inset-0 z-20" href="/platform/capabilities/heatmaps/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Heatmaps Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/1DxfZwGaWOx0bzP72oqmUW/7056b2ca6cfb613bb65bcdc21afb9f7e/Heatmaps_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/1DxfZwGaWOx0bzP72oqmUW/7056b2ca6cfb613bb65bcdc21afb9f7e/Heatmaps_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/1DxfZwGaWOx0bzP72oqmUW/7056b2ca6cfb613bb65bcdc21afb9f7e/Heatmaps_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Heatmaps</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Journey Analysis" class="absolute inset-0 z-20" href="/platform/capabilities/journeys/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Journeys Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/4fUaI1HYOXYt33AhNP0QyJ/afeace35980d614f3827663655b0c3e2/Journeys_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/4fUaI1HYOXYt33AhNP0QyJ/afeace35980d614f3827663655b0c3e2/Journeys_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/4fUaI1HYOXYt33AhNP0QyJ/afeace35980d614f3827663655b0c3e2/Journeys_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Journey Analysis</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Web Analytics" class="absolute inset-0 z-20" href="/platform/web-analytics/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Web Analytics Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2fgTpATNONFvjWbHqCBQVT/aeaa5b5a042b3704981cf6aaf88d493d/Web_Analytics_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/2fgTpATNONFvjWbHqCBQVT/aeaa5b5a042b3704981cf6aaf88d493d/Web_Analytics_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/2fgTpATNONFvjWbHqCBQVT/aeaa5b5a042b3704981cf6aaf88d493d/Web_Analytics_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Web Analytics</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Error & Frustration" class="absolute inset-0 z-20" href="/platform/capabilities/error-analysis/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Errors Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2bxEPEPyHz0CzQXq51woc5/41f07db2eb24fb7529102b4f5cb5a2c8/Errors_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/2bxEPEPyHz0CzQXq51woc5/41f07db2eb24fb7529102b4f5cb5a2c8/Errors_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/2bxEPEPyHz0CzQXq51woc5/41f07db2eb24fb7529102b4f5cb5a2c8/Errors_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Error & Frustration</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Mobile" class="absolute inset-0 z-20" href="/platform/capabilities/mobile/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img 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srcSet="//images.ctfassets.net/gwbpo1m641r7/mgBFXwWsaiiIDXXHtPexB/efc008ff8cfd311d3c660c39efa3b093/Boost_A_B_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/mgBFXwWsaiiIDXXHtPexB/efc008ff8cfd311d3c660c39efa3b093/Boost_A_B_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/mgBFXwWsaiiIDXXHtPexB/efc008ff8cfd311d3c660c39efa3b093/Boost_A_B_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Boost A/B testing results</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Find & fix errors" class="absolute inset-0 z-20" href="/solutions/use-case/find-and-fix-errors/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Find Errors Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/45F4fJIFKSJGUmMFXh5Bsx/fcffbcbeeeecd0f489cee6281d13c77d/Find_Errors_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/45F4fJIFKSJGUmMFXh5Bsx/fcffbcbeeeecd0f489cee6281d13c77d/Find_Errors_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/45F4fJIFKSJGUmMFXh5Bsx/fcffbcbeeeecd0f489cee6281d13c77d/Find_Errors_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Find & fix errors</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Act on feedback" class="absolute inset-0 z-20" href="/solutions/use-case/feedback/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Act on Feedback Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/fSdXzDo0BZAwqA4zKfrkT/2bbc005d2ef89a85934ed38aa1c61d0c/Act_on_Feedback_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/fSdXzDo0BZAwqA4zKfrkT/2bbc005d2ef89a85934ed38aa1c61d0c/Act_on_Feedback_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/fSdXzDo0BZAwqA4zKfrkT/2bbc005d2ef89a85934ed38aa1c61d0c/Act_on_Feedback_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Act on feedback</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li></ul></ul><ul class="border-grey-pastel max-lg:rounded-lg max-lg:border max-lg:p-5 max-lg:pb-4 lg:border-r lg:px-[1.1rem] lg:py-6 basis-[29.53%]"><span class="submenu-heading mb-3 opacity-[.65] md:mb-4 md:pl-[0.625rem]">For Teams</span><ul><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Digital Marketing" class="absolute inset-0 z-20" href="/solutions/teams/digital-marketing/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Digital Marketing Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5t1Dly1OwsTRUCmH8hIGHQ/9f3923dcacafa6fa2953a21dfbda8c9e/Digital_Marketing_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5t1Dly1OwsTRUCmH8hIGHQ/9f3923dcacafa6fa2953a21dfbda8c9e/Digital_Marketing_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5t1Dly1OwsTRUCmH8hIGHQ/9f3923dcacafa6fa2953a21dfbda8c9e/Digital_Marketing_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Digital Marketing</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Product" class="absolute inset-0 z-20" href="/solutions/teams/product/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Product Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5RhbkqNTlr1oXS1fHgg8Kp/96fe5b1207d026212e741eef00f816e5/Product_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5RhbkqNTlr1oXS1fHgg8Kp/96fe5b1207d026212e741eef00f816e5/Product_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5RhbkqNTlr1oXS1fHgg8Kp/96fe5b1207d026212e741eef00f816e5/Product_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Product</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Analytics" class="absolute inset-0 z-20" href="/solutions/teams/analytics/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Analytics Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2cYX4NeSttp5rTUOXXE98q/0f4aa0dfebb6513e64ae94da554e9ce1/Analytics_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/2cYX4NeSttp5rTUOXXE98q/0f4aa0dfebb6513e64ae94da554e9ce1/Analytics_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/2cYX4NeSttp5rTUOXXE98q/0f4aa0dfebb6513e64ae94da554e9ce1/Analytics_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Analytics</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="eCommerce" class="absolute inset-0 z-20" href="/solutions/teams/ecommerce/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Ecommerce Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5GKw5XwKzLISIMoUfBBxzf/b3ff49a117b05b431201ba4c34bf23b0/Ecommerce_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5GKw5XwKzLISIMoUfBBxzf/b3ff49a117b05b431201ba4c34bf23b0/Ecommerce_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5GKw5XwKzLISIMoUfBBxzf/b3ff49a117b05b431201ba4c34bf23b0/Ecommerce_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">eCommerce</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Design & UX" class="absolute inset-0 z-20" href="/solutions/teams/design-ux/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Icon — Pencil & Ruler" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/4tAs2bqLywqyrTspTmerMH/c213072aed52120bd53067c985f9a056/Design_UX_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/4tAs2bqLywqyrTspTmerMH/c213072aed52120bd53067c985f9a056/Design_UX_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/4tAs2bqLywqyrTspTmerMH/c213072aed52120bd53067c985f9a056/Design_UX_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Design & UX</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Technical & IT" class="absolute inset-0 z-20" href="/solutions/teams/tech-and-it/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Tech IT Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2MdNK6i7YgQs5HPYXl3jQP/2fd7a7ffc116d2b3424e3778f2a65b24/Tech_IT_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/2MdNK6i7YgQs5HPYXl3jQP/2fd7a7ffc116d2b3424e3778f2a65b24/Tech_IT_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/2MdNK6i7YgQs5HPYXl3jQP/2fd7a7ffc116d2b3424e3778f2a65b24/Tech_IT_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Technical & IT</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li></ul></ul><ul class="border-grey-pastel max-lg:rounded-lg max-lg:border max-lg:p-5 max-lg:pb-4 lg:border-r lg:px-[1.1rem] lg:py-6 lg:!border-0 basis-[32.47%]"><span class="submenu-heading mb-3 opacity-[.65] md:mb-4 md:pl-[0.625rem]">For Industries</span><ul><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="BFSI" class="absolute inset-0 z-20" href="/solutions/industry/banking-and-financial-services/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="BFSI Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/6ASTVgiv7JazqFP5GPLttl/ad5085f12e0dc49d51c4ba37a09f8a2a/BFSI_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/6ASTVgiv7JazqFP5GPLttl/ad5085f12e0dc49d51c4ba37a09f8a2a/BFSI_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/6ASTVgiv7JazqFP5GPLttl/ad5085f12e0dc49d51c4ba37a09f8a2a/BFSI_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">BFSI</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="eCommerce & Retail" class="absolute inset-0 z-20" href="/solutions/industry/ecommerce-retail/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Icon — Shopping Bag" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/27ayXju92YK1eAVrDz7KS/4121cd8fe8fe3269aef306c52d4203af/Ecommerce_Travel_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/27ayXju92YK1eAVrDz7KS/4121cd8fe8fe3269aef306c52d4203af/Ecommerce_Travel_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/27ayXju92YK1eAVrDz7KS/4121cd8fe8fe3269aef306c52d4203af/Ecommerce_Travel_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">eCommerce & Retail</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Tech" class="absolute inset-0 z-20" href="/solutions/industry/tech-saas/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Tech Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/3mMpcixbazz9CsnBM4oX8G/38e99e455067eeb2a14c3fa59c7dbdd0/Tech_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/3mMpcixbazz9CsnBM4oX8G/38e99e455067eeb2a14c3fa59c7dbdd0/Tech_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/3mMpcixbazz9CsnBM4oX8G/38e99e455067eeb2a14c3fa59c7dbdd0/Tech_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Tech</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Travel & Hospitality" class="absolute inset-0 z-20" href="/solutions/industry/travel-hospitality/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Travel Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/1HIDkaNX5suLgYKBXgffF4/04387001a686ef35345fa1d55be0c2ad/Travel_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/1HIDkaNX5suLgYKBXgffF4/04387001a686ef35345fa1d55be0c2ad/Travel_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/1HIDkaNX5suLgYKBXgffF4/04387001a686ef35345fa1d55be0c2ad/Travel_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Travel & Hospitality</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="B2B" class="absolute inset-0 z-20" href="/solutions/industry/b2b/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="B2B Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/cl97CnWwAtG4I597SkQ4c/c2f490931c6b24ffb871f9455a0ad476/B2B_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/cl97CnWwAtG4I597SkQ4c/c2f490931c6b24ffb871f9455a0ad476/B2B_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/cl97CnWwAtG4I597SkQ4c/c2f490931c6b24ffb871f9455a0ad476/B2B_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">B2B</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Public Sector" class="absolute inset-0 z-20" href="/solutions/industry/public-sector/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Public Sector Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5x4SrmYiowLbOh565xKhWi/131aa53efdac765170018a3de95baf35/Public_Sector_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5x4SrmYiowLbOh565xKhWi/131aa53efdac765170018a3de95baf35/Public_Sector_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5x4SrmYiowLbOh565xKhWi/131aa53efdac765170018a3de95baf35/Public_Sector_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Public Sector</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li></ul></ul></menu></div></div></li><li><a class="transition-opacity duration-300 hover:opacity-30" href="/customers/"><span class="main-menu-item">Customers</span></a></li><li class="relative"><button type="button" aria-label="Open undefined submenu" class="transition-opacity duration-300 hover:opacity-30 false"><span class="main-menu-item">Resources</span></button><div class="submenu-transition left-[-50%] z-[5] w-max origin-top-left text-black lg:absolute lg:top-[200%]" style="transform:scale(0.7) translateX(-34.8%)" aria-hidden="true"><div class="z-10 overflow-hidden rounded-xl pointer-events-none invisible absolute left-0 h-0 w-0 opacity-0"><menu class="grid overflow-hidden rounded-lg max-lg:gap-y-4 lg:w-[57.375rem] lg:grid-cols-3"><div class="lg:border-r lg:border-grey-pastel lg:p-6"><div class="relative mb-4 aspect-[247/145] w-full overflow-hidden rounded-lg md:mb-5"><img alt="Resources Menu Thumbnail" loading="lazy" width="247" height="145" decoding="async" data-nimg="1" class="h-full w-full object-cover" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5icjHvgMtFOl1VEplPE28O/903168c844941437ac9005c2f31edd1e/Resources_Menu_Thumbnail.svg?w=256&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5icjHvgMtFOl1VEplPE28O/903168c844941437ac9005c2f31edd1e/Resources_Menu_Thumbnail.svg?w=640&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5icjHvgMtFOl1VEplPE28O/903168c844941437ac9005c2f31edd1e/Resources_Menu_Thumbnail.svg?w=640&q=100&fit=fill"/></div><div class="max-lg:rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><span class="submenu-heading mb-3 opacity-[.65]">Resource By Type</span><ul class=""><li><a class="group flex items-center p-1 max-lg:justify-between max-lg:space-x-3 max-lg:px-0" target="" aria-label="Blog" href="/blog/"><span class="text-14">Blog</span><div class="w-4 shrink-0 transform transition-transform md:mt-px md:group-hover:translate-x-0.5"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></a></li><li><a class="group flex items-center p-1 max-lg:justify-between max-lg:space-x-3 max-lg:px-0" target="" aria-label="Guides" href="/guides/"><span class="text-14">Guides</span><div class="w-4 shrink-0 transform transition-transform md:mt-px md:group-hover:translate-x-0.5"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></a></li><li><a class="group flex items-center p-1 max-lg:justify-between max-lg:space-x-3 max-lg:px-0" target="" aria-label="eBooks & Reports" href="/ebooks-reports/"><span class="text-14">eBooks & Reports</span><div class="w-4 shrink-0 transform transition-transform md:mt-px md:group-hover:translate-x-0.5"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></a></li><li><a class="group flex items-center p-1 max-lg:justify-between max-lg:space-x-3 max-lg:px-0" target="" aria-label="Events & Webinars" href="/events/"><span class="text-14">Events & Webinars</span><div class="w-4 shrink-0 transform transition-transform md:mt-px md:group-hover:translate-x-0.5"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></a></li></ul></div></div><ul class="max-lg:divide-y max-lg:divide-grey-pastel lg:space-y-3 lg:border-r lg:border-grey-pastel lg:p-6"><li class="space-y-3 max-lg:py-5 max-lg:first:pt-4 max-lg:last:pb-4 lg:rounded-lg"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="CX-Circle Icon" loading="lazy" width="32" height="32" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/KSJbG3H19iaX09R6AA4Cy/c5aa2d2d3a26fb865f823ef9c0e8f898/CX-Circle_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/KSJbG3H19iaX09R6AA4Cy/c5aa2d2d3a26fb865f823ef9c0e8f898/CX-Circle_Icon.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/KSJbG3H19iaX09R6AA4Cy/c5aa2d2d3a26fb865f823ef9c0e8f898/CX-Circle_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">CX Circle</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Your go-to event for all things customer experience</p><a aria-label="CX Circle" class="absolute inset-0 z-[5]" href="/cx-circle/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li><li class="space-y-3 max-lg:py-5 max-lg:first:pt-4 max-lg:last:pb-4 lg:rounded-lg"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 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transition-[color] duration-1000 hover:text-coral-dark"><span>How is qualitative data analysis different from quantitative data analysis?</span></button></li><li class="text-16 font-medium"><button type="button" class="relative inline-block cursor-pointer text-left text-black/80 transition-[color] duration-1000 hover:text-coral-dark"><span>A 5-step guide to an effective qualitative data analysis process</span></button></li><li class="text-16 font-medium"><button type="button" class="relative inline-block cursor-pointer text-left text-black/80 transition-[color] duration-1000 hover:text-coral-dark"><span>Get rich, in-depth insights with qualitative data analysis</span></button></li><li class="text-16 font-medium"><button type="button" class="relative inline-block cursor-pointer text-left text-black/80 transition-[color] duration-1000 hover:text-coral-dark"><span>Qualitative data analysis FAQs</span></button></li></ul></nav><div class="mb-8 grid gap-y-6"><div class="grid gap-y-2 border-b border-black/5 pb-6"><span class="text-14 opacity-65">Published</span><span class="text-16">April 23, 2023</span></div><div class="grid gap-y-2 border-b border-black/5 pb-6"><span class="text-14 opacity-65">Last Updated</span><span class="text-16">November 07, 2024</span></div></div><div class="flex flex-col gap-3 lg:flex-row lg:items-center"><div class="text-14 text-black/[.65]">Share article</div><div class="flex gap-x-1.5 text-black"></div></div></aside></div><div class="md:col-span-8 lg:col-span-7"><article><div class="prose prose-616"><p class="">What and how people feel is part of any experience—and the more emotionally connected people feel to your product, the more likely they are to buy it, use it, and recommend it to others.</p><p class="">But how can you measure users' emotional connection with your brand and product? That's where qualitative data analysis comes in.</p><p class="">Qualitative data analysis involves organizing and assessing voice-of-the-customer (VoC) feedback, ideas, opinions, values, and behaviors to better understand the user experience (UX) and discover people's emotional connections to your brand and product. </p><p class="">Through it, you can learn what they want from your product—and how and when they'll use it—to deliver a delightful user experience.</p><p class="">In this guide, we’ll decode qualitative analysis and give you a step-by-step process to follow, so you can approach your qualitative data analysis with confidence and competence.</p><div class="not-prose lg:py-4 my-8 md:my-12 lg:my-20"><div class="relative rounded-xl bg-coral-dark text-white px-6 py-7 sm:p-8 lg:px-[3.25rem] lg:py-12"><h2 class="text-h5 text-white">Collect actionable qualitative data with Contentsquare</h2><p class="text-16 mb-4 mt-2 w-full max-w-[25.9375rem] text-white/80 md:mb-6">Use Contentsquare VoC to better understand customer attitudes and behavior and build successful products.</p><ul class="flex space-x-3 sm:space-y-0 "><li class="unstyled-li"><a href="https://contentsquare.com/pricing?utm_source=content_guide" target="_blank" rel="noreferrer" class="group inline-flex"><div class="group relative inline-flex justify-center overflow-hidden rounded-[8rem] px-4 py-[0.6875rem] text-center transition-[background-color,color,opacity,border] duration-300 md:px-5 md:py-[.8125rem] border border-transparent bg-white text-black hover:border-white hover:bg-transparent hover:text-white"><span class="button-type transition-transform duration-200 group-hover:-translate-y-10">Sign up</span><div class="absolute inset-0 flex translate-y-full transform items-center justify-center transition-transform duration-200 group-hover:translate-y-0"><span class="button-type">Sign up</span></div></div></a></li></ul><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[80/44] h-7 md:h-12"></div></div></div></div><h2 id="how-qualitative-data-analysis-helps-you-understand-users" class=""><strong>How qualitative data analysis helps you understand users</strong></h2><p class=""><strong>Qualitative data analysis (QDA) is the process of analyzing and interpreting qualitative data</strong> collected through focus groups, interviews with open-ended questions, personal observations, and secondary research data stored in audio, video, text, and other formats.</p><p class="">QDA is based on an interpretative philosophy, where you analyze data at both the descriptive (surface) and interpretive (deeper) levels to tell a coherent story by connecting and establishing a relationship between data points based on themes and trends.</p><p class="">The data here is typically text-based, descriptive, and unstructured. Analyzing it helps you <strong>understand your customer’s mindset and behavior, which ultimately helps teams develop better products.</strong> </p><blockquote><p class="">It’s all about explaining the ‘why,'. We can show all the numbers we want, but if you can’t explain why the numbers are good or bad, we won’t be helping our case.</p></blockquote><p class="">- Lauren White, Growth Project Manager, Intergrowth</p><h3><strong>How to collect qualitative customer data</strong></h3><p class="">Before analyzing qualitative data, you need to collect the necessary data to get insights into the feelings and meaning behind customer behavior. The good news is there are multiple ways to go about this. For example, You can collect qualitative data by</p><ul class="custom-ul"><li class="custom-li"><p class="">Observing user behavior</p></li><li class="custom-li"><p class=""><a href="https://contentsquare.com/guides/user-interviews/conduct/" target="_blank" rel="noopener noreferrer"><u>Conducting interviews</u></a></p></li><li class="custom-li"><p class="">Creating user focus groups</p></li><li class="custom-li"><p class="">Distributing customer surveys</p></li></ul><p class="">And that's not it: you can use various <a href="https://contentsquare.com/guides/qualitative-data-analysis/tools/" target="_blank" rel="noopener noreferrer"><u>QDA tools</u></a> to simplify data collection. For example, <a href="https://contentsquare.com/guides/exit-intent-survey/tools/" target="_blank" rel="noopener noreferrer"><u>survey tools</u></a> and <a href="https://contentsquare.com/guides/user-feedback/" target="_blank" rel="noopener noreferrer"><u>feedback widgets</u></a> give your customers the option to freely express their thoughts, and tools like <a href="https://contentsquare.com/guides/session-recordings/tools/" target="_blank" rel="noopener noreferrer"><u>session recording software</u></a> help you better understand how users interact with your website. (Keep reading: we'll discuss <strong>qualitative data collection</strong> in more detail later in the article.)</p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="[Visual] Feedback button - How would you rate your experience" loading="lazy" width="1310" height="878" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/6zpie5F6Gwd4oyqXaxBfcN/b7e9b7f3bfcc6265f47b5294d8fec319/Feedback_button.png?w=1920&q=100&fit=fill&fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/6zpie5F6Gwd4oyqXaxBfcN/b7e9b7f3bfcc6265f47b5294d8fec319/Feedback_button.png?w=3840&q=100&fit=fill&fm=avif 2x" src="//images.ctfassets.net/gwbpo1m641r7/6zpie5F6Gwd4oyqXaxBfcN/b7e9b7f3bfcc6265f47b5294d8fec319/Feedback_button.png?w=3840&q=100&fit=fill&fm=avif"/></figure><h3><strong>Benefits of qualitative data analysis</strong></h3><p class="">“Qualitative data analysis helps us dive deeper into why a certain consumer action is happening,” says Brian Monschein, Vice President of Research at Voxpopme. </p><p class="">We agree. ✋</p><p class="">One of the greatest benefits of QDA is being able to <strong>tap into what motivates a particular user behavior</strong>—for example, why someone abandons their cart, misses a step in their product onboarding, or doesn't renew their subscription. </p><p class="">Other benefits of qualitative data analysis are</p><ul class="custom-ul"><li class="custom-li"><p class=""><strong>More insightful answers: </strong>instead of asking users questions with specific ‘yes' or 'no’ answers, qualitative research lets them freely express their thoughts and views without any pre-set constraints. They can take their time to think and carefully address the questions before answering. Plus, as this information is based on their personal thoughts, ideas, and past experiences, you’re more likely to receive authentic answers.</p></li><li class="custom-li"><p class=""><strong>Greater flexibility: </strong>QDA focuses on gaining as many insights as possible from a relatively small sample size. This makes it more flexible than quantitative research analysis, as it allows greater spontaneity. Qualitative methods mostly ask open-ended questions that aren't exactly worded in the same way with each customer, so you can adapt the interaction as you see fit to get insights.</p></li></ul><p class="">As a result of these benefits, the analysis process unfolds more naturally, providing rich, contextual data to better inform your product direction and messaging.</p><h3><strong>Challenges of qualitative data analysis</strong></h3><p class="">Since qualitative data can be subjective and is collected from sources like customer surveys and 1:1 interviews, you can face challenges like limited sample size and observation biases that may limit the usefulness of qualitative data.</p><p class="">Some other, more specific <a href="https://contentsquare.com/guides/qualitative-data-analysis/challenges/" target="_blank" rel="noopener noreferrer"><u>challenges of QDA</u></a> are</p><ul class="custom-ul"><li class="custom-li"><p class=""><strong>Sample-related issues:</strong> limited sample size is a key challenge of qualitative data, and performing extensive qualitative research with hundreds of participants might be out of the question due to high costs. Also, participating in a research study is a choice—some users may simply choose not to respond to your questions. </p></li><li class="custom-li"><p class=""><strong>Observation bias:</strong> the insights you gather from analyzing qualitative data are open to misinterpretation and observer bias, which can influence results. For example, users may change their behavior or performance when being observed (also known as the <a href="https://en.wikipedia.org/wiki/Hawthorne_effect" target="_blank" rel="noopener noreferrer"><u>Hawthorne effect</u></a>). In fact, you can also unconsciously influence your participants with your beliefs and expectations (known as the <a href="https://en.wikipedia.org/wiki/Observer-expectancy_effect" target="_blank" rel="noopener noreferrer"><u>observer-expectancy effect</u></a>).</p></li></ul><p class="">Unfortunately, these unavoidable challenges mean your qualitative sample will never have a representative overview of <strong>all</strong> the different people visiting your website or interacting with your brand, which is important to remember when interpreting test results.</p><h2 id="how-is-qualitative-data-analysis-different-from-quantitative-data-analysis" class=""><strong>How is qualitative data analysis different from quantitative data analysis?</strong></h2><p class="">So, what’s the <a href="https://contentsquare.com/blog/qualitative-vs-quantitive/" target="_blank" rel="noopener noreferrer"><u>qualitative vs. quantitative user research</u></a> debate all about? We're so glad you asked. 😉 </p><p class="">It's not 'qualitative or quantitative data', it's 'qualitative and quantitative data'—<strong>you need them both</strong> to fully understand your users and provide a better customer experience. Here's why</p><ul class="custom-ul"><li class="custom-li"><p class=""><strong>Qualitative data</strong> answers why and how and leverages customers' opinions, motivations, and observations to help you explore more in-depth ideas about improving the user or customer experience, messaging, and branding. </p></li><li class="custom-li"><p class="">On the other hand, <a href="https://contentsquare.com/guides/quantitative-data-analysis/" target="_blank" rel="noopener noreferrer"><strong><u>quantitative data</u></strong></a> answers what, where, and when, and gives you hard facts about user behavior based on measurable, numerical data points. </p></li></ul><p class="">For example, you can use quantitative tools like Google Analytics with <a href="https://contentsquare.com/guides/heatmaps/" target="_blank" rel="noopener noreferrer"><u>heatmaps</u></a> to see how many users have visited your website, the percentage that converted into leads or sales, and how many scrolled below the fold of your product page (all quantitative data). </p><p class="">But you’ll need to use qualitative tools and methods like surveys, feedback widgets, and interviews to understand why some visitors converted and some didn't, to learn about their common pain points, and which product features they find most useful (all qualitative data).</p><blockquote><p class="">In experimentation, qualitative data is most useful as a guardrail […] and as a hypothesis generator. […] I use it to help me diagnose problems with the UX as well as generate potential solutions. From there, I run an experiment (which is where the quantitative data comes in).</p></blockquote><p class="">Alex Birkett, founder at Omniscient</p><h2 id="a-5-step-guide-to-an-effective-qualitative-data-analysis-process" class=""><strong>A 5-step guide to an effective qualitative data analysis process</strong></h2><p class="">Here's a step-by-step guide to help you analyze qualitative data.</p><h3><strong>1. Select a qualitative data research method</strong></h3><p class="">Each method of qualitative data analysis has a unique angle and impact on the way you'll organize and understand your results, so choose the method that best suits your team, resources, and objectives. Some methods of qualitative research are</p><ul class="custom-ul"><li class="custom-li"><p class="">Content analysis</p></li><li class="custom-li"><p class="">Thematic analysis</p></li><li class="custom-li"><p class="">Narrative analysis</p></li><li class="custom-li"><p class="">Grounded theory analysis</p></li><li class="custom-li"><p class="">Discourse analysis</p></li></ul><p class=""><strong>How do you choose the appropriate method? </strong>Use a customer-first approach: consider what you're trying to learn about your customers, why you want to learn it, and how you'll use the insights you uncover, then choose the type of method that will help you reach your goals. </p><p class="">For example, if you're analyzing data to develop theories 'grounded' in quantitative data, you might choose grounded theory analysis. But if you want to explore people's lived narratives related to a phenomenon or event, using narrative analysis methods would be a better fit.</p><p class=""><strong>Note</strong>: learn more about the different methods of qualitative data analysis in the <a href="https://contentsquare.com/guides/qualitative-data-analysis/methods/" target="_blank" rel="noopener noreferrer"><strong><u>QDA methods</u></strong></a> chapter of this guide.</p><h3><strong>2. Collect and organize your qualitative user data</strong></h3><p class="">The next step is to collect your qualitative data and get it ready for analysis. Here are some tools and methods you can use</p><ul class="custom-ul"><li class="custom-li"><p class=""><strong>Observations: </strong>observe and monitor how users behave in their natural setting—for example, with the help of <a href="https://contentsquare.com/platform/experience-analytics/" target="_blank" rel="noopener noreferrer"><u>Contentsquare’s Experience Analytics capabilities</u></a>—and make detailed notes and highlights about user behavior trends.</p></li><li class="custom-li"><p class=""><strong>Interviews: </strong>hold one-on-one informal and unstructured interviews with users and ask open-ended questions about the reasons, opinions, and motivations behind their choices and behavior. (e.g. How do you think this product could help you? Can you describe how you would use this product?) An important tip for <a href="https://contentsquare.com/guides/user-interviews/conduct/" target="_blank" rel="noopener noreferrer"><u>mastering user interviews</u></a>: give space. Take long, deliberate pauses to let the person know you're interested in hearing more about their experience and opinions.</p></li><li class="custom-li"><p class=""><strong>Surveys:</strong> distribute on- or off-site polls and questionnaires to collect open- or closed-ended responses from website visitors. <a href="https://contentsquare.com/platform/voice-of-customer/" target="_blank" rel="noopener noreferrer"><u>Contentsquare’s VoC capabilities</u></a> help you collect diverse and actionable qualitative feedback in an organized and effective way. </p></li><li class="custom-li"><p class=""><strong>Focus groups:</strong> create a group discussion to ask questions that will lead to productive conversations. Focus groups can be used as part of regular <a href="https://contentsquare.com/guides/usability-testing/" target="_blank" rel="noopener noreferrer"><u>usability testing</u></a> to learn more about users' opinions of your site, but not about how they use it.</p></li></ul><p class="">Once you've collected your qualitative data, organize it for consistency—for example, by type, format, or theme. This also means transcribing any non-written documents to make them easier to analyze later. Some tools and methods you can use to connect and organize your data are</p><ul class="custom-ul"><li class="custom-li"><p class="">Uploading it into a research repository to unify it with other data</p></li><li class="custom-li"><p class="">Using a transcription service like Rev</p></li></ul><p class="">Using <a href="https://contentsquare.com/platform/capabilities/ai/" target="_blank" rel="noopener noreferrer"><u>Contentsquare AI</u></a> to automate customer feedback analysis </p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="[Visual] Survey Template Gallery " loading="lazy" width="2486" height="1552" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/4yeYeD2bjANpm3O1u0Puij/4ead0b5a17c44ac5f6b7ff581f9ab4c4/Screenshot_2024-11-04_at_20.21.53.png?w=3840&q=100&fit=fill&fm=avif 1x" src="//images.ctfassets.net/gwbpo1m641r7/4yeYeD2bjANpm3O1u0Puij/4ead0b5a17c44ac5f6b7ff581f9ab4c4/Screenshot_2024-11-04_at_20.21.53.png?w=3840&q=100&fit=fill&fm=avif"/><figcaption class="text-14 mt-4 opacity-80">Create a new survey in Contentsquare in minutes</figcaption></figure><p class="">By the end of this second step, you should have <strong>collected</strong> your data, <strong>transcribed</strong> it into text, and made it <strong>easily accessible</strong> in one place. You can then analyze the data consistently, making it easier to summarize and uncover valuable insights.</p><h3><strong>3. Code your qualitative data</strong></h3><p class="">In terms of qualitative data analysis, <strong>coding involves labeling and organizing your data</strong> by writing 2–5 word 'codes' to summarize paragraphs of text in a way that lets you identify themes—and relationships between themes.</p><p class="">To do this manually, take small samples of your qualitative data, and assign a set of codes or categories. Then label each piece of feedback systematically to identify patterns and meaning. </p><p class="">For (a very basic) example, if you were looking for different types of animals to appear in your data, your initial codes could be 'dogs', 'lizards', and 'ants'. In the process of labeling, you could also label or categorize 'dogs' as 'mammals', 'lizards' as 'reptiles', and 'ants' as 'insects'.</p><p class="">Creating these code categories organizes and enriches your data, allowing you to <strong>make new connections between different groups of codes</strong>. If you want to take a larger sample of data, be sure to revise and refine your codes for accuracy and consistency. </p><p class="">If manual coding doesn't sound like fun, you can also use an automated coding solution to simplify the process—try using a thematic analysis software like MAXQDA or NVivo to save yourself some time. These tools will give you a broad feel for what themes appear in your qualitative data, and will help you go deeper into the material for in-depth analysis.</p><p class="">Whether you code your data manually or use a tool to help, don’t forget to <strong>validate your data</strong> while you're at it: check the accuracy of your research and consider the reliability of each method to produce <strong>accurate and consistent data</strong>. This ensures your data isn’t flawed, which will eventually give you more meaningful insights.</p><p class=""><strong>Note</strong>: learn about some of the qualitative data analysis tools you can use in the <a href="https://contentsquare.com/guides/qualitative-data-analysis/tools/" target="_blank" rel="noopener noreferrer"><strong><u>QDA tools</u></strong></a> chapter of this guide.</p><h3><strong>4. Analyze your data and develop hypotheses</strong></h3><p class="">Now it’s time to analyze your qualitative data to find meaningful insights (also known as 'the fun part').</p><p class="">With your data organized and coded, thoroughly review what you've collected to identify recurring themes, phrases, and words commonly used by your website visitors, as well as any unusual or unexpected expressions. Also, note any topics you did expect to come up during the analysis, but didn't.</p><p class="">Next, use the insights from your data to make conclusions and develop hypotheses about your next steps. Think of it as <strong>summing up the learnings from the research to validate your next steps</strong>.</p><p class="">For example, if customers say your product isn't user-friendly, highlight the specific challenges and blockers they face in their user journey to identify which product features or experiences should be improved, removed, or added to <a href="https://contentsquare.com/guides/ux/audit/" target="_blank" rel="noopener noreferrer"><u>improve UX</u></a>.</p><p class="">In another example, you might find that an unoptimized website is a leading factor behind customer churn. Use what you learn from your qualitative data research to propose and prioritize optimizations—perhaps you need to update your website navigation to improve UI, or <a href="https://contentsquare.com/guides/web-design/best-practices/" target="_blank" rel="noopener noreferrer"><u>optimize your web design</u></a> for a mobile experience.</p><p class="">The main idea is to <strong>define your learnings, and formulate next steps</strong>.</p><h3><strong>5. Share your learnings and put them into action</strong></h3><p class="">The last step of qualitative data analysis is reporting on your data—<strong>to tell the user's and customer's story</strong>—and sharing your findings and ideas with stakeholders. </p><p class="">Outline key suggestions and next steps, and decide on a meaningful course of action based on your analysis. You can create a proposed roadmap using tools like Miro or Trello, or put together a traditional report. </p><p class="">Data visualization tools and software like Tableau and Microsoft Power BI also help facilitate cross-functional collaboration and communication by making it easy to share data and align your next steps with user-centric business goals.</p><p class="">If you're using Contentsquare, you can take advantage of our easy-to-understand data visualizations to really grasp user behavior. Capabilities like Heatmaps and <a href="https://contentsquare.com/platform/capabilities/customer-journeys/" target="_blank" rel="noopener noreferrer"><u>Journeys</u></a> let you see exactly how users interact with your site in real-time. This makes it simple for your team to collaborate and spot trends together. </p><p class="">Plus, since Contentsquare is designed specifically for understanding user actions, it gives you <strong>the insights you need to improve your digital experience</strong> without the complexity of traditional tools.</p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="[Visual] Zone-based heatmap" loading="lazy" width="1308" height="1024" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2ds3j8NjyvSGvtRRxkNS9S/6e7a28ce7c3cfabba861a66c996bef35/Spot_best-performing_elements.png?w=1920&q=100&fit=fill&fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/2ds3j8NjyvSGvtRRxkNS9S/6e7a28ce7c3cfabba861a66c996bef35/Spot_best-performing_elements.png?w=3840&q=100&fit=fill&fm=avif 2x" src="//images.ctfassets.net/gwbpo1m641r7/2ds3j8NjyvSGvtRRxkNS9S/6e7a28ce7c3cfabba861a66c996bef35/Spot_best-performing_elements.png?w=3840&q=100&fit=fill&fm=avif"/></figure><h2 id="get-rich-in-depth-insights-with-qualitative-data-analysis" class=""><strong>Get rich, in-depth insights with qualitative data analysis</strong></h2><p class="">Qualitative data analysis helps you <strong>make sense of customer behavior</strong>—beyond the numbers and quantitative metrics—and helps teams uncover valuable insights to better understand user behavior and build better products.</p><div class="not-prose lg:py-4 my-8 md:my-12 lg:my-20"><div class="relative rounded-xl bg-coral-dark text-white px-6 py-7 sm:p-8 lg:px-[3.25rem] lg:py-12"><h2 class="text-h5 text-white">Collect actionable qualitative data with Contentsquare</h2><p class="text-16 mb-4 mt-2 w-full max-w-[25.9375rem] text-white/80 md:mb-6">Use Contentsquare VoC to better understand customer attitudes and behavior and build successful products.</p><ul class="flex space-x-3 sm:space-y-0 "><li class="unstyled-li"><a href="https://contentsquare.com/pricing?utm_source=content_guide" target="_blank" rel="noreferrer" class="group inline-flex"><div class="group relative inline-flex justify-center overflow-hidden rounded-[8rem] px-4 py-[0.6875rem] text-center transition-[background-color,color,opacity,border] duration-300 md:px-5 md:py-[.8125rem] border border-transparent bg-white text-black hover:border-white hover:bg-transparent hover:text-white"><span class="button-type transition-transform duration-200 group-hover:-translate-y-10">Sign up</span><div class="absolute inset-0 flex translate-y-full transform items-center justify-center transition-transform duration-200 group-hover:translate-y-0"><span class="button-type">Sign up</span></div></div></a></li></ul><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[80/44] h-7 md:h-12"></div></div></div></div><h2 id="qualitative-data-analysis-faqs" class=""><strong>Qualitative data analysis FAQs</strong></h2><div class="not-prose !my-10 md:!my-[3.75rem]"><ul class="faqs-list space-y-5 md:space-y-6"><li class="overflow-hidden rounded-lg border border-grey-pastel !p-0"><button type="button" aria-label="[object Object]" class="faq-button flex w-full items-center justify-between space-x-4 p-4 text-left md:p-6"><span class="text-h7">What is qualitative data analysis?</span><div class="h-3 w-[.6rem] shrink-0 transition-transform duration-200 rotate-180"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 8 6" fill="none"><title>Chevron</title><path d="M3.99997 3.66681L7.11111 0.555664L8 1.44456L3.99997 5.44457L-3.88548e-08 1.44456L0.888883 0.555664L3.99997 3.66681Z" fill="currentColor"></path></svg></div></button><div aria-hidden="false" tabindex="-1" style="height:0px;opacity:0;margin-top:0px"><div class="prose prose-opacity-80 prose-16 prose space-y-3 px-4 pb-4 md:space-y-5 md:px-6 md:pb-6 "><p class="">Qualitative data analysis (QDA) is the process of identifying, examining, and interpreting contextual and subjective data, and determining how the findings can answer research questions.</p></div></div></li><li class="overflow-hidden rounded-lg border border-grey-pastel !p-0"><button type="button" aria-label="[object Object]" class="faq-button flex w-full items-center justify-between space-x-4 p-4 text-left md:p-6"><span class="text-h7">What is an example of qualitative research questions?</span><div class="h-3 w-[.6rem] shrink-0 transition-transform duration-200 "><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 8 6" fill="none"><title>Chevron</title><path d="M3.99997 3.66681L7.11111 0.555664L8 1.44456L3.99997 5.44457L-3.88548e-08 1.44456L0.888883 0.555664L3.99997 3.66681Z" fill="currentColor"></path></svg></div></button><div aria-hidden="true" tabindex="-1" style="height:0px;opacity:0;margin-top:0px"><div class="prose prose-opacity-80 prose-16 prose space-y-3 px-4 pb-4 md:space-y-5 md:px-6 md:pb-6 "><p class="">Some examples of qualitative research questions are</p><ul class="custom-ul"><li><p class="">What do you think of this new company logo?</p></li><li><p class="">Why do you think this product is better than competitors' products?</p></li><li><p class="">What would you do to improve this website to make it more appealing to you?</p></li><li><p class="">How user-friendly do you think this website is?</p></li><li><p class="">What is the biggest challenge you face when using this product?</p></li></ul><p class=""></p></div></div></li><li class="overflow-hidden rounded-lg border border-grey-pastel !p-0"><button type="button" aria-label="[object Object]" class="faq-button flex w-full items-center justify-between space-x-4 p-4 text-left md:p-6"><span class="text-h7">What are the different types of qualitative analysis?</span><div class="h-3 w-[.6rem] shrink-0 transition-transform duration-200 "><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 8 6" fill="none"><title>Chevron</title><path d="M3.99997 3.66681L7.11111 0.555664L8 1.44456L3.99997 5.44457L-3.88548e-08 1.44456L0.888883 0.555664L3.99997 3.66681Z" fill="currentColor"></path></svg></div></button><div aria-hidden="true" tabindex="-1" style="height:0px;opacity:0;margin-top:0px"><div class="prose prose-opacity-80 prose-16 prose space-y-3 px-4 pb-4 md:space-y-5 md:px-6 md:pb-6 "><p class="">Five types of qualitative analysis are</p><ul class="custom-ul"><li><p class="">Observations</p></li><li><p class="">Interviews</p></li><li><p class="">Surveys</p></li><li><p class="">Focus groups</p></li><li><p class="">Case studies</p></li></ul><p class=""></p></div></div></li></ul></div><p class=""> </p></div></article><div class="mt-10 space-y-4 md:mt-[3.5rem] md:space-y-6"><div class="mx-auto w-full max-w-[38.5rem] "><div class="flex w-full flex-col items-start gap-x-5 rounded-xl border border-grey-pastel px-6 py-7 sm:max-w-[38.5rem] sm:flex-row sm:p-8 lg:p-10 lg:pt-9"><div class="flex-1 max-sm:mt-2.5 lg:pt-2"><div class="text-18 font-medium text-black lg:!leading-none">Contentsquare's Content Team</div><p class="text-18 mt-3 text-black/80">We’re an international team of content experts and writers with a passion for all things customer experience (CX). 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10.5005V24.3144H-17.1279L10.5 10.5005ZM10.5 10.5005H-17.1279V-3.31348L10.5 10.5005ZM10.5 10.5005V-3.31348H38.1279L10.5 10.5005Z" fill="white"></path></mask><g mask="url(#mask1_6222_14804)"><path d="M-17.1279 -3.31348L38.1279 24.3144L-17.1279 -3.31348ZM38.1279 -3.31348L-17.1279 24.3144L38.1279 -3.31348Z" fill="white"></path><path d="M-17.1279 -3.31348L38.1279 24.3144M38.1279 -3.31348L-17.1279 24.3144" stroke="#C8102E" stroke-width="3.68372"></path></g><path d="M10.5 -3.31348V24.3144V-3.31348ZM-17.1279 10.5005H38.1279H-17.1279Z" fill="white"></path><path d="M10.5 -3.31348V24.3144M-17.1279 10.5005H38.1279" stroke="white" stroke-width="9.2093"></path><path d="M10.5 -3.31348V24.3144V-3.31348ZM-17.1279 10.5005H38.1279H-17.1279Z" fill="white"></path><path d="M10.5 -3.31348V24.3144M-17.1279 10.5005H38.1279" stroke="#C8102E" stroke-width="5.52558"></path></g></g><defs><clipPath id="clip0_6222_14804"><rect width="55.2558" height="27.6279" fill="white" transform="translate(-17.1279 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xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 22 22" fill="none"><title>United Kingdom Flag</title><g clip-path="url(#clip0_6222_14804)"><mask id="mask0_6222_14804" maskUnits="userSpaceOnUse" x="-18" y="-4" width="57" height="29"><path d="M-17.1279 -3.31348V24.3144H38.1279V-3.31348H-17.1279Z" fill="white"></path></mask><g mask="url(#mask0_6222_14804)"><path d="M-17.1279 -3.31348V24.3144H38.1279V-3.31348H-17.1279Z" fill="#012169"></path><path d="M-17.1279 -3.31348L38.1279 24.3144L-17.1279 -3.31348ZM38.1279 -3.31348L-17.1279 24.3144L38.1279 -3.31348Z" fill="white"></path><path d="M-17.1279 -3.31348L38.1279 24.3144M38.1279 -3.31348L-17.1279 24.3144" stroke="white" stroke-width="5.52558"></path><mask id="mask1_6222_14804" maskUnits="userSpaceOnUse" x="-18" y="-4" width="57" height="29"><path d="M10.5 10.5005H38.1279V24.3144L10.5 10.5005ZM10.5 10.5005V24.3144H-17.1279L10.5 10.5005ZM10.5 10.5005H-17.1279V-3.31348L10.5 10.5005ZM10.5 10.5005V-3.31348H38.1279L10.5 10.5005Z" fill="white"></path></mask><g mask="url(#mask1_6222_14804)"><path d="M-17.1279 -3.31348L38.1279 24.3144L-17.1279 -3.31348ZM38.1279 -3.31348L-17.1279 24.3144L38.1279 -3.31348Z" fill="white"></path><path d="M-17.1279 -3.31348L38.1279 24.3144M38.1279 -3.31348L-17.1279 24.3144" stroke="#C8102E" stroke-width="3.68372"></path></g><path d="M10.5 -3.31348V24.3144V-3.31348ZM-17.1279 10.5005H38.1279H-17.1279Z" fill="white"></path><path d="M10.5 -3.31348V24.3144M-17.1279 10.5005H38.1279" stroke="white" stroke-width="9.2093"></path><path d="M10.5 -3.31348V24.3144V-3.31348ZM-17.1279 10.5005H38.1279H-17.1279Z" fill="white"></path><path d="M10.5 -3.31348V24.3144M-17.1279 10.5005H38.1279" stroke="#C8102E" stroke-width="5.52558"></path></g></g><defs><clipPath id="clip0_6222_14804"><rect width="55.2558" height="27.6279" fill="white" transform="translate(-17.1279 -3.31348)"></rect></clipPath></defs></svg></div><span>English</span></button></li><li role="none"><button type="button" role="menuitem" aria-label="Update the site locale to French" class="flex w-full items-center space-x-2 rounded-md p-1 transition-colors duration-200 hover:bg-black/10 focus:bg-black/10 focus:outline-none"><div class="relative h-[1.375rem] w-[1.375rem] overflow-hidden rounded-full"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 22 22" fill="none"><title>France Flag</title><mask id="mask0_11113_313928" style="mask-type:luminance" maskUnits="userSpaceOnUse" x="0" y="0" width="22" height="22"><path d="M22 0H0V22H22V0Z" fill="white"></path></mask><g mask="url(#mask0_11113_313928)"><path d="M7.33332 21.3816V0.619141C3.07083 2.13164 0 6.21082 0 11.0004C0 15.79 3.07083 19.8691 7.33332 21.3816Z" fill="#231D9A"></path><path d="M14.6663 0.61875C13.5205 0.229167 12.283 0 10.9997 0C9.71633 0 8.47883 0.229167 7.33301 0.61875V21.3583C8.47883 21.7708 9.71633 22 10.9997 22C12.283 22 13.5205 21.7708 14.6663 21.3813V0.61875Z" fill="white"></path><path d="M14.667 0.619141V21.3587C18.9295 19.8691 22.0003 15.79 22.0003 11.0004C22.0003 6.21082 18.9295 2.13164 14.667 0.619141Z" fill="#F0263C"></path></g></svg></div><span>French</span></button></li><li role="none"><button type="button" role="menuitem" aria-label="Update the site locale to German" class="flex w-full items-center space-x-2 rounded-md p-1 transition-colors duration-200 hover:bg-black/10 focus:bg-black/10 focus:outline-none"><div class="relative h-[1.375rem] w-[1.375rem] overflow-hidden rounded-full"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 22 22" fill="none"><title>German Flag</title><mask id="mask0_11113_313881" style="mask-type:luminance" maskUnits="userSpaceOnUse" x="0" y="0" width="22" height="22"><path d="M22 0H0V22H22V0Z" fill="white"></path></mask><g mask="url(#mask0_11113_313881)"><path d="M0 11.0002C0 12.2835 0.229167 13.521 0.61875 14.6668H21.3583C21.7708 13.521 22 12.2835 22 11.0002C22 9.71682 21.7708 8.47932 21.3813 7.3335H0.61875C0.229167 8.47932 0 9.71682 0 11.0002Z" fill="#F0263C"></path><path d="M0.619141 7.33332H21.3587C19.8691 3.07083 15.79 0 11.0004 0C6.21079 0 2.13164 3.07083 0.619141 7.33332Z" fill="black"></path><path d="M21.3816 14.6665H0.619141C2.13164 18.929 6.21079 21.9998 11.0004 21.9998C15.79 21.9998 19.8691 18.929 21.3816 14.6665Z" fill="#FFD400"></path></g></svg></div><span>German</span></button></li><li role="none"><button type="button" role="menuitem" aria-label="Update the site locale to Italian" class="flex w-full items-center space-x-2 rounded-md p-1 transition-colors duration-200 hover:bg-black/10 focus:bg-black/10 focus:outline-none"><div class="relative h-[1.375rem] w-[1.375rem] overflow-hidden rounded-full"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 22 22" fill="none"><title>German Flag</title><mask id="mask0_11113_313797" style="mask-type:luminance" maskUnits="userSpaceOnUse" x="0" y="0" width="22" height="22"><path d="M22 0H0V22H22V0Z" fill="white"></path></mask><g mask="url(#mask0_11113_313797)"><path d="M7.33332 21.3812V0.618652C3.07083 2.13115 0 6.21033 0 10.9999C0 15.7895 3.07083 19.8687 7.33332 21.3812Z" fill="#1E5B00"></path><path d="M14.6663 0.61875C13.5205 0.229167 12.283 0 10.9997 0C9.71633 0 8.47883 0.229167 7.33301 0.61875V21.3583C8.47883 21.7708 9.71633 22 10.9997 22C12.283 22 13.5205 21.7708 14.6663 21.3813V0.61875Z" fill="white"></path><path d="M14.667 0.618652V21.3582C18.9295 19.8687 22.0003 15.7895 22.0003 10.9999C22.0003 6.21033 18.9295 2.13115 14.667 0.618652Z" fill="#F0263C"></path></g></svg></div><span>Italian</span></button></li><li role="none"><button type="button" role="menuitem" aria-label="Update the site locale to Spanish" class="flex w-full items-center space-x-2 rounded-md p-1 transition-colors duration-200 hover:bg-black/10 focus:bg-black/10 focus:outline-none"><div class="relative h-[1.375rem] w-[1.375rem] overflow-hidden rounded-full"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 22 22" fill="none"><title>German Flag</title><mask id="mask0_11113_314025" style="mask-type:luminance" maskUnits="userSpaceOnUse" x="0" y="0" width="22" height="22"><path d="M22 0H0V22H22V0Z" fill="white"></path></mask><g mask="url(#mask0_11113_314025)"><path d="M20.5247 5.5H1.47527C0.538691 7.11834 0 8.9957 0 11C0 13.0043 0.538691 14.8817 1.47527 16.5H20.5248C21.4613 14.8817 22 13.0043 22 11C22 8.9957 21.4613 7.11834 20.5247 5.5Z" fill="#FFD400"></path><path d="M11.0003 0C6.92947 0 3.37776 2.21303 1.47559 5.5H20.5251C18.6229 2.21303 15.0711 0 11.0003 0Z" fill="#F0263C"></path><path d="M11.0003 22C15.0711 22 18.6228 19.7869 20.5251 16.5H1.47559C3.3778 19.7869 6.92947 22 11.0003 22Z" fill="#F0263C"></path><path d="M1.375 12.3749H2.29168V11.1523L1.375 11.4571V12.3749Z" fill="white"></path><path d="M2.29168 8.25H1.375V9.625H2.29168V8.25Z" fill="white"></path><path d="M2.29168 10.0828L1.375 10.082V10.9998L2.29168 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8.25017L6.41668 7.3335H2.75L3.20832 8.25017H5.95832Z" fill="#F0263C"></path><path d="M6.41699 9.625V10.0822L6.87531 10.0826L7.79199 10.0833V9.625H6.87531H6.41699Z" fill="#F0263C"></path><path d="M6.875 11.1519L7.79168 11.4582V10.9999L6.875 10.6943V11.1519Z" fill="#F0263C"></path><path d="M2.74993 11.0002V11.4585C2.74993 12.3191 3.34369 13.0392 4.14338 13.2365L4.58327 12.3751L5.02317 13.2365C5.82284 13.0391 6.41663 12.3191 6.41663 11.4585V11.0002H5.2287C5.134 11.2666 4.8822 11.4585 4.58331 11.4585C4.2036 11.4585 3.89581 11.1507 3.89581 10.771C3.89581 10.3913 4.2036 10.0835 4.58331 10.0835V8.7085H2.75V9.62514H1.375V10.0824L2.29168 10.0832L2.75 10.0835L2.74993 11.0002Z" fill="#F0263C"></path><path d="M2.75 10.771V11.4585C2.75 12.3191 3.34376 13.0392 4.14346 13.2365L4.58336 12.3752V11.4585C4.20365 11.4585 3.89586 11.1507 3.89586 10.771L2.75 10.771Z" fill="#CC9500"></path><path d="M6.41731 10.0824V8.7085H4.58398V10.0835C4.96369 10.0835 5.27148 10.3913 5.27148 10.771C5.27148 10.8518 5.25498 10.9282 5.22938 11.0002H6.41731V10.0824Z" fill="white"></path><path d="M4.14355 13.2363C4.2847 13.2712 4.43151 13.2917 4.58345 13.2917C4.73539 13.2917 4.88217 13.2712 5.02335 13.2363L4.58345 12.375L4.14355 13.2363Z" fill="white"></path><path d="M3.89551 10.771C3.89551 11.1507 4.2033 11.4585 4.58301 11.4585C4.8819 11.4585 5.1337 11.2666 5.2284 11.0002C5.25401 10.9282 5.27051 10.8518 5.27051 10.771C5.27051 10.3913 4.96271 10.0835 4.58301 10.0835C4.2033 10.0835 3.89551 10.3913 3.89551 10.771Z" fill="#2D25C5"></path><path d="M2.29168 10.6943L1.375 10.9999V11.4571L2.29168 11.1523V10.6943Z" fill="#F0263C"></path></g></svg></div><span>Spanish</span></button></li><li role="none"><button type="button" role="menuitem" aria-label="Update the site locale to Japanese" class="flex w-full items-center space-x-2 rounded-md p-1 transition-colors duration-200 hover:bg-black/10 focus:bg-black/10 focus:outline-none"><div class="relative h-[1.375rem] w-[1.375rem] overflow-hidden rounded-full"><svg width="100%" height="100%" viewBox="0 0 64 64" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_3246_11200)"><mask id="mask0_3246_11200" style="mask-type:luminance" maskUnits="userSpaceOnUse" x="0" y="0" width="64" height="64"><path d="M64 0H0V64H64V0Z" fill="white"></path></mask><g mask="url(#mask0_3246_11200)"><path d="M32 64C49.6731 64 64 49.6731 64 32C64 14.3269 49.6731 0 32 0C14.3269 0 0 14.3269 0 32C0 49.6731 14.3269 64 32 64Z" fill="white"></path><path d="M32 48C40.8366 48 48 40.8366 48 32C48 23.1634 40.8366 16 32 16C23.1634 16 16 23.1634 16 32C16 40.8366 23.1634 48 32 48Z" fill="#F0263C"></path></g></g><rect x="0.75" y="0.75" width="62.5" height="62.5" rx="31.25" stroke="black" stroke-opacity="0.1" stroke-width="1.5"></rect><defs><clipPath id="clip0_3246_11200"><rect width="64" height="64" rx="32" fill="white"></rect></clipPath></defs></svg></div><span>Japanese</span></button></li></ul></menu></div></menu><div class="grid grid-cols-2 gap-x-3 gap-y-8 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We can show all the numbers we want, but if you can’t explain why the numbers are good or bad, we won’t be helping our case.","nodeType":"text"}]}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"- Lauren White, Growth Project Manager, Intergrowth","nodeType":"text"}]},{"data":{},"nodeType":"heading-3","content":[{"data":{},"marks":[{"type":"bold"}],"value":"How to collect qualitative customer data","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Before analyzing qualitative data, you need to collect the necessary data to get insights into the feelings and meaning behind customer behavior. The good news is there are multiple ways to go about this. 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(Keep reading: we'll discuss ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"qualitative data collection","nodeType":"text"},{"data":{},"marks":[],"value":" in more detail later in the article.)","nodeType":"text"}]},{"data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"gwbpo1m641r7"}},"id":"6zpie5F6Gwd4oyqXaxBfcN","type":"Asset","createdAt":"2024-11-04T17:20:38.431Z","updatedAt":"2024-11-07T15:27:01.569Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":10,"revision":4,"locale":"en"},"fields":{"title":"[Visual] Feedback button - How would you rate your experience","file":{"url":"//images.ctfassets.net/gwbpo1m641r7/6zpie5F6Gwd4oyqXaxBfcN/b7e9b7f3bfcc6265f47b5294d8fec319/Feedback_button.png","details":{"size":89541,"image":{"width":1310,"height":878}},"fileName":"Feedback button.png","contentType":"image/png"}}}},"nodeType":"embedded-asset-block","content":[]},{"data":{},"nodeType":"heading-3","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Benefits of qualitative data analysis","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"“Qualitative data analysis helps us dive deeper into why a certain consumer action is happening,” says Brian Monschein, Vice President of Research at Voxpopme. ","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"We agree. ✋","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"One of the greatest benefits of QDA is being able to ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"tap into what motivates a particular user behavior","nodeType":"text"},{"data":{},"marks":[],"value":"—for example, why someone abandons their cart, misses a step in their product onboarding, or doesn't renew their subscription. ","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Other benefits of qualitative data analysis are","nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"More insightful answers: ","nodeType":"text"},{"data":{},"marks":[],"value":"instead of asking users questions with specific ‘yes' or 'no’ answers, qualitative research lets them freely express their thoughts and views without any pre-set constraints. They can take their time to think and carefully address the questions before answering. Plus, as this information is based on their personal thoughts, ideas, and past experiences, you’re more likely to receive authentic answers.","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Greater flexibility: ","nodeType":"text"},{"data":{},"marks":[],"value":"QDA focuses on gaining as many insights as possible from a relatively small sample size. This makes it more flexible than quantitative research analysis, as it allows greater spontaneity. Qualitative methods mostly ask open-ended questions that aren't exactly worded in the same way with each customer, so you can adapt the interaction as you see fit to get insights.","nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"As a result of these benefits, the analysis process unfolds more naturally, providing rich, contextual data to better inform your product direction and messaging.","nodeType":"text"}]},{"data":{},"nodeType":"heading-3","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Challenges of qualitative data analysis","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Since qualitative data can be subjective and is collected from sources like customer surveys and 1:1 interviews, you can face challenges like limited sample size and observation biases that may limit the usefulness of qualitative data.","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Some other, more specific ","nodeType":"text"},{"data":{"uri":"https://contentsquare.com/guides/qualitative-data-analysis/challenges/"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"}],"value":"challenges of QDA","nodeType":"text"}]},{"data":{},"marks":[],"value":" are","nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Sample-related issues:","nodeType":"text"},{"data":{},"marks":[],"value":" limited sample size is a key challenge of qualitative data, and performing extensive qualitative research with hundreds of participants might be out of the question due to high costs. Also, participating in a research study is a choice—some users may simply choose not to respond to your questions. ","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Observation bias:","nodeType":"text"},{"data":{},"marks":[],"value":" the insights you gather from analyzing qualitative data are open to misinterpretation and observer bias, which can influence results. For example, users may change their behavior or performance when being observed (also known as the ","nodeType":"text"},{"data":{"uri":"https://en.wikipedia.org/wiki/Hawthorne_effect"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"}],"value":"Hawthorne effect","nodeType":"text"}]},{"data":{},"marks":[],"value":"). In fact, you can also unconsciously influence your participants with your beliefs and expectations (known as the ","nodeType":"text"},{"data":{"uri":"https://en.wikipedia.org/wiki/Observer-expectancy_effect"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"}],"value":"observer-expectancy effect","nodeType":"text"}]},{"data":{},"marks":[],"value":").","nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Unfortunately, these unavoidable challenges mean your qualitative sample will never have a representative overview of ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"all","nodeType":"text"},{"data":{},"marks":[],"value":" the different people visiting your website or interacting with your brand, which is important to remember when interpreting test results.","nodeType":"text"}]},{"data":{},"nodeType":"heading-2","content":[{"data":{},"marks":[{"type":"bold"}],"value":"How is qualitative data analysis different from quantitative data analysis?","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"So, what’s the ","nodeType":"text"},{"data":{"uri":"https://contentsquare.com/blog/qualitative-vs-quantitive/"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"}],"value":"qualitative vs. quantitative user research","nodeType":"text"}]},{"data":{},"marks":[],"value":" debate all about? We're so glad you asked. 😉 ","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"It's not 'qualitative or quantitative data', it's 'qualitative and quantitative data'—","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"you need them both","nodeType":"text"},{"data":{},"marks":[],"value":" to fully understand your users and provide a better customer experience. Here's why","nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Qualitative data","nodeType":"text"},{"data":{},"marks":[],"value":" answers why and how and leverages customers' opinions, motivations, and observations to help you explore more in-depth ideas about improving the user or customer experience, messaging, and branding. ","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"On the other hand, ","nodeType":"text"},{"data":{"uri":"https://contentsquare.com/guides/quantitative-data-analysis/"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"},{"type":"bold"}],"value":"quantitative data","nodeType":"text"}]},{"data":{},"marks":[],"value":" answers what, where, and when, and gives you hard facts about user behavior based on measurable, numerical data points. ","nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"For example, you can use quantitative tools like Google Analytics with ","nodeType":"text"},{"data":{"uri":"https://contentsquare.com/guides/heatmaps/"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"}],"value":"heatmaps","nodeType":"text"}]},{"data":{},"marks":[],"value":" to see how many users have visited your website, the percentage that converted into leads or sales, and how many scrolled below the fold of your product page (all quantitative data). ","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"But you’ll need to use qualitative tools and methods like surveys, feedback widgets, and interviews to understand why some visitors converted and some didn't, to learn about their common pain points, and which product features they find most useful (all qualitative data).","nodeType":"text"}]},{"data":{},"nodeType":"blockquote","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"In experimentation, qualitative data is most useful as a guardrail […] and as a hypothesis generator. […] I use it to help me diagnose problems with the UX as well as generate potential solutions. From there, I run an experiment (which is where the quantitative data comes in).","nodeType":"text"}]}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Alex Birkett, founder at Omniscient","nodeType":"text"}]},{"data":{},"nodeType":"heading-2","content":[{"data":{},"marks":[{"type":"bold"}],"value":"A 5-step guide to an effective qualitative data analysis process","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Here's a step-by-step guide to help you analyze qualitative data.","nodeType":"text"}]},{"data":{},"nodeType":"heading-3","content":[{"data":{},"marks":[{"type":"bold"}],"value":"1. Select a qualitative data research method","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Each method of qualitative data analysis has a unique angle and impact on the way you'll organize and understand your results, so choose the method that best suits your team, resources, and objectives. Some methods of qualitative research are","nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Content analysis","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Thematic analysis","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Narrative analysis","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Grounded theory analysis","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"Discourse analysis","nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"How do you choose the appropriate method? ","nodeType":"text"},{"data":{},"marks":[],"value":"Use a customer-first approach: consider what you're trying to learn about your customers, why you want to learn it, and how you'll use the insights you uncover, then choose the type of method that will help you reach your goals. ","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"For example, if you're analyzing data to develop theories 'grounded' in quantitative data, you might choose grounded theory analysis. But if you want to explore people's lived narratives related to a phenomenon or event, using narrative analysis methods would be a better fit.","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Note","nodeType":"text"},{"data":{},"marks":[],"value":": learn more about the different methods of qualitative data analysis in the ","nodeType":"text"},{"data":{"uri":"https://contentsquare.com/guides/qualitative-data-analysis/methods/"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"},{"type":"bold"}],"value":"QDA methods","nodeType":"text"}]},{"data":{},"marks":[],"value":" chapter of this guide.","nodeType":"text"}]},{"data":{},"nodeType":"heading-3","content":[{"data":{},"marks":[{"type":"bold"}],"value":"2. Collect and organize your qualitative user data","nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[],"value":"The next step is to collect your qualitative data and get it ready for analysis. Here are some tools and methods you can use","nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Observations: ","nodeType":"text"},{"data":{},"marks":[],"value":"observe and monitor how users behave in their natural setting—for example, with the help of ","nodeType":"text"},{"data":{"uri":"https://contentsquare.com/platform/experience-analytics/"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"}],"value":"Contentsquare’s Experience Analytics capabilities","nodeType":"text"}]},{"data":{},"marks":[],"value":"—and make detailed notes and highlights about user behavior trends.","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Interviews: ","nodeType":"text"},{"data":{},"marks":[],"value":"hold one-on-one informal and unstructured interviews with users and ask open-ended questions about the reasons, opinions, and motivations behind their choices and behavior. (e.g. How do you think this product could help you? Can you describe how you would use this product?) An important tip for ","nodeType":"text"},{"data":{"uri":"https://contentsquare.com/guides/user-interviews/conduct/"},"nodeType":"hyperlink","content":[{"data":{},"marks":[{"type":"underline"}],"value":"mastering user interviews","nodeType":"text"}]},{"data":{},"marks":[],"value":": give space. Take long, deliberate pauses to let the person know you're interested in hearing more about their experience and opinions.","nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"data":{},"marks":[{"type":"bold"}],"value":"Surveys:","nodeType":"text"},{"data":{},"marks":[],"value":" distribute on- or off-site polls and questionnaires to collect open- or closed-ended responses from website visitors. 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