Watch
Thematic analysis 0:27
A 27-second explainer of Thematic analysis, narrated over the same demo you can try yourself.
Try the interactive Thematic analysis demo
What this video covers
Thematic analysis is a method for uncovering patterns of meaning in qualitative data. You read through the material closely, assign short descriptive codes to meaningful sections, then group those codes into broader themes. It’s the rigorous, auditable cousin of affinity mapping: a repeatable route from raw transcripts to defensible 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.
