{"id":2721,"date":"2024-02-09T18:42:52","date_gmt":"2024-02-09T18:42:52","guid":{"rendered":"https:\/\/noelbeane.com\/staging\/5285\/?p=2721"},"modified":"2025-01-11T17:45:27","modified_gmt":"2025-01-11T17:45:27","slug":"strategy-qualitative-coding","status":"publish","type":"post","link":"https:\/\/noelbeane.com\/staging\/5285\/strategy-qualitative-coding\/","title":{"rendered":"Strategy &#8211; Qualitative Coding"},"content":{"rendered":"<div class=\"n2_clear\"><ss3-force-full-width data-overflow-x=\"body\" data-horizontal-selector=\"body\"><div class=\"n2-section-smartslider fitvidsignore  n2_clear\" data-ssid=\"52\"><div id=\"n2-ss-52-align\" class=\"n2-ss-align\"><div class=\"n2-padding\"><div id=\"n2-ss-52\" data-creator=\"Smart Slider 3\" data-responsive=\"fullwidth\" class=\"n2-ss-slider n2-ow n2-has-hover n2notransition  \">\n        <div class=\"n2-ss-slider-1 n2_ss__touch_element n2-ow\">\n            <div class=\"n2-ss-slider-2 n2-ow\">\n                                                <div class=\"n2-ss-slider-3 n2-ow\">\n\n                    <div class=\"n2-ss-slide-backgrounds n2-ow-all\"><div class=\"n2-ss-slide-background\" data-public-id=\"1\" data-mode=\"fill\"><div data-gradient=\"horizontal\" data-color-start=\"RGBA(133,11,118,1)\" data-color-end=\"RGBA(47,1,83,1)\" style=\"background:linear-gradient(to right, RGBA(133,11,118,1) 0%,RGBA(47,1,83,1) 100%);\" class=\"n2-ss-slide-background-color\"><\/div><\/div><\/div>                    <div class=\"n2-ss-slider-4 n2-ow\">\n                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 1200 400\" data-related-device=\"desktopPortrait\" class=\"n2-ow n2-ss-preserve-size n2-ss-preserve-size--slider n2-ss-slide-limiter\"><\/svg><div data-first=\"1\" data-slide-duration=\"0\" data-id=\"71\" data-slide-public-id=\"1\" data-title=\"NB Home Slide 2\" class=\"n2-ss-slide n2-ow  n2-ss-slide-71\"><div role=\"note\" class=\"n2-ss-slide--focus\" tabindex=\"-1\">NB Home Slide 2<\/div><div class=\"n2-ss-layers-container n2-ss-slide-limiter n2-ow\"><div class=\"n2-ss-layer n2-ow n-uc-nOBdrYVAGsud\" data-sstype=\"slide\" data-pm=\"default\"><div class=\"n2-ss-layer n2-ow n-uc-jlzlRfPHs5wV\" data-pm=\"default\" data-sstype=\"content\" data-hasbackground=\"0\"><div class=\"n2-ss-section-main-content n2-ss-layer-with-background n2-ss-layer-content n2-ow n-uc-jlzlRfPHs5wV-inner\"><div class=\"n2-ss-layer n2-ow n2-ss-layer--block n2-ss-has-self-align n-uc-o6VSps6Rh2pV\" data-pm=\"normal\" data-sstype=\"row\"><div class=\"n2-ss-layer-row n2-ss-layer-with-background n-uc-o6VSps6Rh2pV-inner\"><div class=\"n2-ss-layer-row-inner \"><div class=\"n2-ss-layer n2-ow n-uc-xYS0ej4XgUA1\" data-pm=\"default\" data-sstype=\"col\"><div class=\"n2-ss-layer-col n2-ss-layer-with-background n2-ss-layer-content n-uc-xYS0ej4XgUA1-inner\"><div class=\"n2-ss-layer n2-ow n-uc-XvUdsmO1WSwy\" data-pm=\"normal\" data-sstype=\"layer\"><\/div><div class=\"n2-ss-layer n2-ow n-uc-LAhEDOAqoK0J\" data-pm=\"normal\" data-sstype=\"layer\"><div class=\" n2-ss-item-image-content n2-ss-item-content n2-ow-all\"><img loading=\"lazy\" decoding=\"async\" id=\"n2-ss-52item2\" alt=\"\" class=\"skip-lazy jetpack-lazy-image\" width=\"360\" height=\"360\" data-skip-lazy=\"1\" src=\"\/\/noelbeane.com\/staging\/5285\/wp-content\/uploads\/2024\/02\/wordpress_hero_360x360_strategy_v3.png\" \/><\/div><\/div><\/div><\/div><div class=\"n2-ss-layer n2-ow n-uc-JXkWTDnVNq2x\" data-pm=\"default\" data-sstype=\"col\"><div class=\"n2-ss-layer-col n2-ss-layer-with-background n2-ss-layer-content n-uc-JXkWTDnVNq2x-inner\"><div class=\"n2-ss-layer n2-ow nb-home-hero-desc-heading n-uc-X1UwAVpESJVD\" data-pm=\"normal\" data-sstype=\"layer\"><div id=\"n2-ss-52item3\" class=\"n2-font-7d8f4096c8aafd8a9fe4542f0c41a6db-hover   n2-ss-item-content n2-ss-text n2-ow\" style=\"display:block;\">Qualitative Coding<\/div><\/div><div class=\"n2-ss-layer n2-ow n-uc-CA9egVEHDqDS\" data-pm=\"normal\" data-sstype=\"layer\"><div class=\"n2-ss-item-content n2-ss-text n2-ow-all\"><div class=\"\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>                    <\/div>\n\n                                    <\/div>\n            <\/div>\n        <\/div>\n        <\/div><ss3-loader><\/ss3-loader><\/div><\/div><div class=\"n2_clear\"><\/div><\/div><\/ss3-force-full-width><\/div>\n\n\n<div class=\"nb-post-header-container wp-block-uagb-container uagb-block-56384ccf alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p class=\"nb-post-header\">Strategy: Qualitative Coding<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"nb-post-2-col-container wp-block-uagb-container uagb-block-580f5860 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"nb-col-left-cta-container wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:70%\">\n<p class=\"nb-post-sub-section-h1\">Qualitative Coding<\/p>\n\n\n\n<p class=\"nb-post-sub-section-h2\">Unlock the Power of Customer Feedback<\/p>\n\n\n\n<p class=\"nb-post-sub-section-body\">What are you going to do with the data? That is the most important question that any colleague ever asked me. It was a response to my request for user data and customer feedback. I stared back at him blankly. At the time I did not have a convincing response. I wanted to find answers to questions like<\/p>\n\n\n\n<ul class=\"nb-post-sub-section-body-list wp-block-list\">\n<li class=\"\">Am I delivering on my design promise?<\/li>\n\n\n\n<li class=\"\">What are the most glaring needs or frustrations?<\/li>\n\n\n\n<li class=\"\">What should we work on next?<\/li>\n<\/ul>\n\n\n\n<p class=\"\"><\/p>\n\n\n\n<p class=\"nb-post-sub-section-body\">I guess I just assumed that this data would magically, through osmosis, fill me with an endless roadmap of enhancements and opportunities. Then I realized that he was right.<\/p>\n\n\n\n<p class=\"nb-post-sub-section-h2\">What am I going to do with this data?<\/p>\n\n\n\n<p class=\"nb-post-sub-section-body\">Sure, I could read a few comments. I could Monitor interactions or conduct more interviews, but how could I gain any real insight from all of this noise? I needed to find patterns or themes in order to make intelligent decisions on where to focus resources.<\/p>\n\n\n\n<p class=\"nb-post-sub-section-body\">That&#8217;s where Qualitative Coding comes in.<\/p>\n\n\n\n<p class=\"nb-post-sub-section-body\">Qualitative coding is the process of categorizing your qualitative data. For me this meant customer feedback coming in from multiple touchpoints and sources. This involves parsing through your customer feedback counting occurrences, labeling and organizing them into buckets or themes. After the themes are established you can then begin to count and analyze them as simply as you would your quantitative data such as event clicks or sessions.<\/p>\n\n\n\n<p class=\"nb-post-sub-section-body\">Types of Qualitative Analysis:<\/p>\n\n\n\n<ul class=\"nb-post-sub-section-body-list wp-block-list\">\n<li class=\"\">Narrative Analysis<\/li>\n\n\n\n<li class=\"\">Framework Analysis<\/li>\n\n\n\n<li class=\"\">Grounded Theory<\/li>\n<\/ul>\n\n\n\n<p class=\"\"><\/p>\n\n\n\n<p class=\"nb-post-sub-section-body\">For myself and my team the process started manually.&nbsp; We gathered survey responses, customer support notes, sales interactions, and interviews and began the process of reading through each occurrence to find the spirit and theme of the interaction. Eventually we teamed with our business intelligence team to apply data science to the analysis process. This does speed the identification of the code or taxonomy but you should never abandon the manual process of having multiple sets of eyes read through the data to truly understand the meaning and pattern.<\/p>\n\n\n\n<div class=\"nb-watch-out-container wp-block-uagb-container uagb-block-8b95a8fd\">\n<p class=\"nb-watch-out-header\">Watch Out<\/p>\n\n\n\n<p class=\"nb-watch-out-body\">This is an iterative process which should be collaborative and deliberate as each team member may find different meaning in any given statement. As a result, additional review and discussion is needed to agree on the code.<\/p>\n<\/div>\n\n\n\n<p class=\"\"><\/p>\n\n\n\n<p class=\"nb-post-sub-section-body\">For our team we started with a predefined taxonomy and then parsed the data to fit it into the different themes and patterns. This was due to the fact we had a well established product with it&#8217;s own history and language. This is called Deductive Coding. If you are beginning exploratory research you may want to choose an Inductive Coding method where you parse the data and let the themes surface organically.<\/p>\n\n\n\n<div class=\"nb-key-points-container wp-block-uagb-container uagb-block-ab11b638\">\n<p class=\"nb-key-points-header\">Key Take Away<\/p>\n\n\n\n<p class=\"nb-key-points-body\">There are two popular methods for coding<\/p>\n\n\n\n<ul class=\"nb-key-points-list wp-block-list\">\n<li class=\"\">Deductive Coding<\/li>\n\n\n\n<li class=\"\">Inductive Coding<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"nb-page-divider wp-block-uagb-container uagb-block-6c3d9e07\"><\/div>\n\n\n\n<p class=\"nb-post-related-h2\">Related Cases<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"nb-button-normal wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/noelbeane.com\/staging\/5285\/case-survey-campaign\/\">Claims Essentials Survey Campaign<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"\"><\/p>\n\n\n\n<p class=\"\"><\/p>\n<\/div>\n\n\n\n<div class=\"nb-col-right-cta-container wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p class=\"nb-col-right-cta-tagline\">The ROI of Design<\/p>\n\n\n\n<div class=\"nb-col-right-cta-metric-container wp-block-uagb-container uagb-block-c00c797c\">\n<p class=\"nb-col-right-cta-metric-title\">Conversion<\/p>\n\n\n\n<p class=\"nb-col-right-cta-metric-value\">94%<\/p>\n\n\n\n<p class=\"nb-col-right-cta-metric-desc\">of a user&#8217;s first impressions are design related<\/p>\n<\/div>\n\n\n\n<div class=\"nb-col-right-cta-metric-container wp-block-uagb-container uagb-block-b9d3dca1\">\n<p class=\"nb-col-right-cta-metric-title\">Loyalty<\/p>\n\n\n\n<p class=\"nb-col-right-cta-metric-value\">75%<\/p>\n\n\n\n<p class=\"nb-col-right-cta-metric-desc\">judge a company&#8217;s credibility based on design<\/p>\n<\/div>\n\n\n\n<div class=\"nb-col-right-cta-metric-container wp-block-uagb-container uagb-block-8fda3a44\">\n<p class=\"nb-col-right-cta-metric-title\">Retention<\/p>\n\n\n\n<p class=\"nb-col-right-cta-metric-value\">88%<\/p>\n\n\n\n<p class=\"nb-col-right-cta-metric-desc\">of users are less likely to return to a website after a bad user experience<\/p>\n<\/div>\n\n\n<div class=\"taxonomy-post_tag nb-case-sidebar-tags-container wp-block-post-terms\"><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/adaptability\/\" rel=\"tag\">Adaptability<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/analytics\/\" rel=\"tag\">Analytics<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/collaboration\/\" rel=\"tag\">Collaboration<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/communication\/\" rel=\"tag\">Communication<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/customer-service\/\" rel=\"tag\">Customer Service<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/email-communications\/\" rel=\"tag\">Email Communications<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/generative-ai\/\" rel=\"tag\">Generative AI<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/human-centered-design\/\" rel=\"tag\">Human-Centered Design<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/marketing-campaigns\/\" rel=\"tag\">Marketing Campaigns<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/predictive-analytics\/\" rel=\"tag\">Predictive Analytics<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/system-thinking\/\" rel=\"tag\">System Thinking<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/usability-testing\/\" rel=\"tag\">Usability Testing<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/user-observations\/\" rel=\"tag\">User Observations<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/noelbeane.com\/staging\/5285\/tag\/user-research\/\" rel=\"tag\">User Research<\/a><\/div><\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Strategy: Qualitative Coding Qualitative Coding Unlock the Power of Customer Feedback What are you going to do with the data? That is the most important question that any colleague ever asked me. It was a response to my request for user data and customer feedback. I stared back at him blankly. At the time I [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"wp-custom-template-nb-home","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21],"tags":[77,103,79,80,88,94,104,76,93,85,81,75,95,78],"class_list":["post-2721","post","type-post","status-publish","format-standard","hentry","category-strategy","tag-adaptability","tag-analytics","tag-collaboration","tag-communication","tag-customer-service","tag-email-communications","tag-generative-ai","tag-human-centered-design","tag-marketing-campaigns","tag-predictive-analytics","tag-system-thinking","tag-usability-testing","tag-user-observations","tag-user-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strategy - Qualitative Coding | Noel Beane<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/noelbeane.com\/staging\/5285\/strategy-qualitative-coding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strategy - Qualitative Coding | Noel Beane\" \/>\n<meta property=\"og:description\" content=\"Strategy: Qualitative Coding Qualitative Coding Unlock the Power of Customer Feedback What are you going to do with the data? 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