Analysing interviews

Analysing interviews is a valuable research method used in various fields, such as social
sciences, psychology, market research, and qualitative data analysis. Here's a general approach
to conducting interviews analysis:

1. Transcription: Transcribe the interviews verbatim. This involves converting the audio or video
recordings into written text. You can use transcription software or hire a professional
transcription service for accuracy.

2. Familiarize yourself with the data: Read and review the interview transcripts multiple times to
gain a thorough understanding of the content. Take notes and identify key themes, topics, and
patterns that emerge from the data.

3. Coding: Coding is the process of categorizing and labeling segments of the interview data
based on their content. Start by developing a coding framework or a set of initial codes that
reflect the topics or themes you identified during the familiarization stage.

- Open coding: Begin with open coding, which involves generating codes directly from the data
without any preconceived categories. This allows for the discovery of new themes and ideas.

- Axial coding: Once you have initial codes, you can perform axial coding. This involves
organizing the codes into broader categories and subcategories. Look for relationships and
connections between different codes to create a hierarchical structure.

- Selective coding: Finally, use selective coding to identify the core themes or categories that
best represent the data. These themes should capture the most significant and relevant aspects
of the interviews.

4. Data reduction and synthesis: Once you have completed coding, review and summarize the
coded segments within each category. This process involves condensing and organizing the data
to identify common patterns, trends, and overarching themes.

5. Interpretation and analysis: Analyze the synthesized data to draw meaningful insights and
conclusions. Look for relationships between themes, compare findings across interviews, and
examine the nuances of the data. Identify any contradictions or outliers and consider their
significance.

6. Triangulation: To ensure the reliability and validity of your analysis, consider using multiple
researchers or coders to independently analyze the interviews. This process, known as
triangulation, helps minimize bias and strengthens the overall findings.

7. Reporting: Finally, present your analysis in a clear and organized manner. You can use tables,
charts, and quotes to support your findings. Provide a detailed explanation of your methodology,
including the coding process, and clearly articulate your key findings and conclusions.

Remember, the above steps provide a general framework, and the specific approach may vary
depending on your research objectives, field of study, and the nature of the interview data.