Vijay Chennupati, CC-BY 2.0

Whether using interviews (p.92), focus groups (p.76) or written responses in questionnaires (p.126), what people say or write is important. However, in its raw form, this data is difficult to make sense of so that it can be fed back into the design process. Thematic analysis is a structured method for analysing, interpreting and managing qualitative data in a way that allows us to navigate from data to ideas.

Continued on pages 156–157 of Design. Think. Make. Break. Repeat.