Qualitative Analysis & Thematic Coding for a Multiple Case Strategy Research Project
QUALITATIVE ANALYSIS | THEMATIC ANALYSIS | NVIVO | CODING FRAMEWORKS
A private strategy research project required systematic analysis of qualitative interview data exploring design thinking, strategy-making and complex investment problems. Wells Research Consultancy transformed detailed interview material into a structured thematic evidence base using systematic coding, codebook development and NVivo-supported analysis.
Wells Research Consultancy supported the project from transcript review and preparation through systematic coding, codebook development, NVivo-supported thematic analysis and structured interpretation of qualitative findings across a wider multi-case research programme.
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Client Situation
Substantial qualitative interview material requiring a structured and defensible approach to analysis across related case studies.
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What Was Done
Systematic transcript coding, thematic analysis, coding-framework development, evidence extraction and NVivo-supported organisation.
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Outcome
A structured thematic evidence base with clearly defined codes, themes and supporting participant evidence that could support consistent analysis across related cases.
The Challenge
The client had collected substantial qualitative interview material but needed more than descriptive summaries. The project required a systematic analytical framework capable of identifying patterns across interviews, organising themes and subthemes, retaining evidence from participants and supporting greater consistency across a wider three-case research programme.
Transcript quality also varied in places, meaning some material required review and clarification before reliable coding could be undertaken.
Our Approach
1. Prepare and understand the data
Interview transcripts were reviewed in detail, with clarification or correction of transcript material where necessary before coding.
2. Build a systematic analytical framework
Relevant passages were coded and conceptually related material was organised into higher-order themes. A structured codebook was developed to define codes, boundaries and supporting evidence.
3. Refine and organise the analysis
The thematic structure was organised within NVivo and subsequently refined following client review, helping support greater consistency across the related case studies.
The Outcome/Impact
The completed analysis transformed a substantial collection of qualitative interview material into a structured thematic evidence base, with clearly defined codes, higher-order themes and supporting participant evidence.
By moving beyond descriptive interview summaries and applying systematic coding, codebook development and NVivo-supported organisation, the work provided a more transparent and traceable basis for interpreting complex qualitative findings. The analytical framework was also refined to support greater consistency across the wider three-case research programme.
Key impact
- Created a structured analytical framework for complex qualitative interview data
- Developed a reusable coding framework and qualitative codebook
- Linked thematic interpretations directly to supporting participant evidence
- Improved consistency and traceability across qualitative analysis
- Established a stronger basis for applying a consistent analytical approach across related case studies
The work moved the project from a collection of individual interview transcripts to a structured and traceable qualitative evidence base, with defined codes, thematic organisation and supporting participant evidence.
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Why This Matters
Rigorous qualitative analysis involves more than identifying interesting quotations or producing interview summaries. It requires a transparent analytical structure showing how interpretations were developed from the underlying evidence.
By developing a formal coding framework, organising themes systematically and retaining supporting participant quotations, the project created a more consistent and traceable basis for interpreting complex interview material.The resulting framework also provided a foundation for applying a more consistent analytical approach across related case studies.