Qualitative analysis: How to analyze interview and field notes

How do you turn your notes into a final case report?

Read your interview notes and your field notes from your site visit at least twice. Here’s the
sequence of steps:

1. Open reading
The first time you read your notes, keep your mind open. What do you notice? Mark the notes
with highlighting, post-its or some such system.

Write as you read, jotting down memories, whatever you notice and your own reactions. This
“memo” about each interview also becomes a document to code.

For example, you might notice:

Words – A striking word or phrase, or something the person repeats often
Meanings – The person’s main points; their own experiences; their values, what seems
most important to them about the enterprise and model
Something about the setting – Impressions you took from the location that may reveal
something about the enterprise
Mentions of SWOTs and CSFs – Evaluations of enterprise’s prospects for the future
Contradictions with other sources – Surprising differences from what you expected
from readings, site visit or interview
Wider contexts - References to social or economic problems, or to politics or history;
References to social identities such as race, gender, age
Attitudes - Expressions of emotion or lack of emotion; tone of voice of interviewee; how
they seemed to relate to you and to being interviewed
Your own responses – How you felt about setting or interviewee (e.g. surprise,
annoyance, warm kinship); connections you make with your own experience

2. Create the codebook

Use the memos from the first read-through to make a list of themes to look for. Put it in a logical
order and number it. Colors can help keep track of running themes.

3. Coding
Do a second read-through of all interview notes and field notes, and a first reading of your
memos from Step 1. Look for each item in the codebook and mark/number the text when you
find it. Color-coding your post-its, highlighter pens or electronic highlighting will help you keep
track of what shows up where. For each code, make a list of where you found examples of it.

4. Assess, analyze and write

Pause and look at what you have found. What pops out at you? Did certain codes come up
over and over? If so, those are your themes. Drop the codes with little evidence.

Look for patterns. Do certain themes clump together? Think about why. What are the best
quotes and examples for each theme you see?

Write up a paragraph on each theme, as draft material for your final report.
EXAMPLE OF A COLOR-CODED CODEBOOK
for site visit to Community Wealth Builders of Newton
(red=negative, green=positive)

1. CWBN as an employer
a) signs of low staff morale and negative dynamics among staff
b) signs of high staff morale & enthusiasm about the organization
c) Pay, benefits, organizational chart and other things about the jobs

2. The office, what it shows about the organization

a) Run-down furniture & other signs they don’t spend money on own offices
b) Signs of community support on the walls – evidence of popularity
c) Community members hanging out in their headquarters – good sign

3. The apartments we toured and what they show about the organization’s accomplishments
a) Residents’ comments about need for affordable housing
b) Construction, architecture attractive
c) Comments about older buildings needing repairs

4. Strengths and opportunities mentioned by interviewee and others

a) Close ties with other community groups - examples
b) Supportive state legislators

5. Weaknesses and threats mentioned by interviewee and others

a) Evidence of financial difficulties
b) Comments about state budget cuts, past and future