In this method, we review and analyse the data scripts of participants’ answers and try to interpret the answers into codes (codebook), which are keywords that represent the meaning of each part (sentences or paragraphs). The thematic analysis is a flexible method for qualitative content analysis that has been widely used during the 20 century to analyse qualitative data collected from interviews, observations, user studies, diary notes, and focus groups through a semantic approach in analysing the collected data. Applying Cohen Kappa for Inter-Rater Reliability.Example of Applying Thematic Analysis in Design Thinking.Pros and Cons of Applying the Thematic Analysis.The Role of Thematic Analysis in Design Thinking.There is where thematic analysis can be implemented to identify, analyse, and interpret patterns or themes within the data transcripts from any qualitative methods highlighted above. However, there are several challenges associated with qualitative data analysis due to its descriptive and analytical nature. Tools like the Six Thinking Hats and Empathy Persona Mapping can also produce qualitative data. Methods like interviews, focus groups, and observations suit this purpose () Design Thinking Tools for Ideation.

Qualitative data lets us understand people’s needs and build empathy through communicating their feelings and impressions. the Explore phase on the Double Diamond Design Thinking). Qualitative data presents one of the crucial elements that we seek to collect to understand design challenges as part of the design thinking research phase (e.g.

It involves systematically organising and examining the data to uncover underlying meanings, ideas, and concepts. Thematic analysis is a qualitative research method used to identify, analyse, and interpret patterns or themes within a dataset, such as interview transcripts, survey responses, or written texts.

Nvivo thematic analysis methods