And the best for last - you can setup demographic variables for your participants and use these to make comparisons (what do women aged 30-40 say about a topic?) NVivo is available on Mac or Windows and there are different editions to suit your needs and budget. Once the material is coded - then the world is your oyster! You can cross-tabulate codes in a matrix to check for co-occurrence, you can create charts, diagrams or mind maps (great for consolidating ideas). You can code each interview using drag and drop and keep track of this visually with coding stripes. If your interviews are tightly structured by question and answer you can easily gather all the answers to a particular question and look for patterns or surprises. If the narrator strays into non-pertinent areas, try to pull him/her back politely by asking. open source platforms like YouTube and you will need to be sure that no. NVivo offers great features for analysing interviews (I’m an online community manager at QSR so I may be a little biased :) Before you even start coding, you can run word frequency and text search queries to to get a feel for emerging themes - and visualise the results in a word cloud or a word tree. The idea is to give a blind consumer of media the visual information they miss.
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