Thematic Analysis

Competency Group: Business

Type: Process

Description: Thematic analysis is a method for organizing and analyzing qualitative data. It involves assigning codes to important data points, which are then grouped into themes.

Citation for Description: Described by authors.

Units: Qualitative assessment

Advantages: Thematic analysis allows a researcher to make sense of large qualitative data sets. This technique can be particularly useful when analyzing transcripts or interview data. Statistical analysis can also be used to validate the identified themes. 

Limitations: Can be a time-consuming process, and should involve multiple researchers to ensure that codes and themes are validated. 

Target Audience: Top management, Marketing, R&D

Relevant to Universal Design: No

Stages and Steps: 1.1, 1.2, 2.2, 4.11

Free Resource: Komori, M. (n.d.). Thematic analysis. Retrieved from

Free Resource: Woodall, J. (2016). Qualitative data analysis- Coding and developing themes. Video retrieved from