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Thematic analysis 0:50
A 50-second explainer of Thematic analysis, narrated over the same demo you can try yourself.
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What this video covers
Thematic analysis is a systematic method for finding patterns of meaning in qualitative data. You read the material closely, label meaningful segments with short descriptive codes, then group related codes into broader themes. It's the rigorous, auditable cousin of affinity mapping: a repeatable path from raw transcripts to a defensible set of insights.
Step through it and a transcript stops being an overwhelming wall of words: each excerpt earns a small code, the codes gather into a couple of themes, and a clear insight falls out the end - with a trail all the way back to what someone actually said. That traceability is what separates analysis from cherry-picking.
