Qualitative data analysis is the process of examining and interpreting qualitative data to understand what it represents. Thematic analysis extracts themes from text by analyzing the word and sentence structure. These labels can be words, phrases, or numbers we recommend using words or short phrases, since they’re easier to remember, skim, and organize.Ĭoding qualitative research to find common themes and concepts is part of thematic analysis. When coding customer feedback, you assign labels to words or phrases that represent important (and recurring) themes in each response.