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The Define Phase
Data Analysis Methods
Thematic Analysis
I used a thematic analysis approach to extract data from the 6 interviews.
The rathionale for this was to understand the qualitative data through or-
ganizing the emotions and lived experiences from parents into categories,
providing a structure where common themes could start to emerge
The audio transcripts were coded and the data extracted and organized into
3 different categories through an affinity mapping process, where problems
began emerging in each of the 3 common spaces that were explored:
1. Purchasing toys
2. Maintaining toys
3. Donating/sharing toys
When all 6 affinity maps for each of the 6 participants had been completed,
overlapping themes and patterns started to become apparent in the data.
Further affinity mapping was done to define these themes and the common
problems across each of the areas began to emerge.
UX PROCESS | 02 RESEARCH 10
