Analysing Qualitative Data

Analysing qualitative data is an invitation to think about the meaning of what people say, not just the words they say. Resist the temptation to simply pull quotes from the interviews or to look for what you want to see in the interviews. Watch the video to learn more about what to do with your qualitative data.

Analysing Qualitative Data

What not to do

Don’t focus only on the parts you like best.
Don’t base conclusions on just one or two quotes.

3-Step Process

Observation

Read the transcript/notes carefully.
Ask: What are they saying? What seems important? What’s happening in their life?
Write observations without interpretation.

2. Interpretation

Read again, this time through the lens of belief, becoming, love:
Belief – Are people thinking differently?
Becoming – Are habits/lifestyles changing?
Love – Are they showing new commitments, loyalty, or care?
Note shifts in each area.

3. Themes

Compare your observation + interpretation notes.
Identify 4–9 recurring themes from each interview (impact, challenges, discoveries).
Repeat across interviews — when the same patterns emerge across many, you have a finding.

Summary:
Analyse data by first noticing, then interpreting, then clustering into themes. Findings emerge when multiple interviews reveal similar patterns, giving credible evidence of your program’s impact.

Now that you have data from the interviews, read through each interview twice and make some notes for yourself about what you see in the data.

In the first read

Pay attention to what you are seeing and hearing in the interview. What are they talking about? What stands out? What do they emphasise? What is important to them? How are they talking about it? Make some notes.

In the second read

Pay attention to what this means for qualitative impact. What does this signal about what is shifting in their way of thinking (believe)? What does this signal about what is shifting in their way of living (become)? And what does this signal about what is shifting in what they care about or are attached to (love)? Make some notes.

Look at your notes

Then, look at your notes and identify some of the emerging themes. What do you see about the impact the program is or is not having?

Analysing Qualitative Data

Video Summary

In the first read

In the second read

Look at your notes