As AI-moderated interviews reshape qualitative research, many companies frame it as a choice between automation or human connection. Discuss, the only global market insights platform proven to deliver ...

Coding Use a systematic approach to code and categorise the data, identifying common patterns or themes. Consider using both inductive and deductive coding techniques to capture emergent themes as ...

Axial Coding Axial coding, the third phase of qualitative analysis, specifies dimensions of selective codes. These sub-codes assign properties based on observed response patterns.