So you’ve collated the surveys, transcribed the interviews and basically have a tonne of information that your not sure what to do with. What now? No don’t freak out! Everything will be ok 🙂 Whilst analysis is challenging it is also fun! (yes I do truly believe that)
So where to start? First things first is to make the rules of your analysis and develop a plan. By setting the boundaries and steps for your analysis you can prevent yourself from getting trapped into the ether of analysis. Its very easy once you start to analyse to never stop and then wind-up sitting in a corner rocking backwards and forwards asking silly philosophical questions like what am I? Am I real?
So whats in the plan? You need to examine the key trends/issues that formulated your questions and analyse the results of your study in accordance with each of those issues periodically. In undertaking this silo-esque analysis you are able to focus upon the trends associated with each issue you set out to explore. There is a danger in taking this approach of reading too much or incorrectly into a comment i.e making multiple and different insights from a comment as a consequence of your immediate focus. To prevent this its recommended that you layer your analysis on to top of each other within the one document. The easiest way to do this I’ve found is printing out the data and colour coding your comments and synthesis on the data. If you want to do this in soft copy I recommend GoodReader for the app users in the audience.
Once you’ve marked up all your data its time to find the trends in your data. You can do this by synthesising the mark up/comments on the data into statements, which need to be amended and expanded upon with the addition of another subjects comments. This building upon prevents you from favouring results which you may favour because they affirm your expected outcomes. After collating all results you are left with a series of statements which encapsulate the agreements, disagreements, trends and beliefs of your user group upon each issue of your communication audit.
Stay tuned for recommendations and how to implement those changes through organisational change.