Narrative analysis benefits and challengesīusinesses turn to narrative analysis for a number of reasons: This might look like analyzing daily content shared by your audiences’ favorite influencers on Instagram, or analyzing customer reviews on sites like G2 or Capterra to understand individual customers' experiences. In a marketing research context, narrative analysis involves capturing and reviewing customer stories-on social media, for example-to get more insight into their lives, priorities, and challenges. Narrative analysis provides product teams with valuable insight into the complexity of customers’ lives, feelings, and behaviors. How narrative analysis can help your team Some formats narrative analysis doesn't work for are heavily-structured interviews and written surveys, which don’t give participants as much opportunity to tell their stories in their own words. Narrative analysis is a method used to interpret research participants’ stories-things like testimonials, case studies, interviews, and other text or visual data-with tools like Delve and AI-powered ATLAS.ti. Similar to content analysis, the method is subjective and might drive results that don't necessarily align with reality Thematic analysis doesn’t consider the context of the data being analyzed In a complex narrative, thematic analysis can't capture the true meaning of a text It’s an effective way to process large amounts of data into digestible summaries Teams can easily draw important information from raw data It’s one of the most accessible analysis forms, meaning you don’t have to train your teams on it Thematic analysis benefits and challenges ‘poor navigation’ or ‘buggy mobile interface’) highlighted by users, and get actionable insight into what users really expect from the product. By analyzing customer feedback, you can identify themes (e.g. Thematic analysis can be used by pretty much anyone: from product marketers, to customer relationship managers, to UX researchers.įor example, product teams can use thematic analysis to better understand user behaviors and needs, and to improve UX. Thematic analysis can only be applied to qualitative data, and focuses on identifying patterns and ‘themes’. While content analysis and thematic analysis seem similar, they're different in concept:Ĭontent analysis can be applied to both qualitative and quantitative data, and focuses on identifying frequencies and recurring words and subjects. Thematic analysis helps to identify, analyze, and interpret patterns in qualitative data, and can be done with tools like Dovetail and Thematic. The process isn’t effective for complex textual analysis Manual content analysis can be subject to human error The results are usually affected by subjective interpretation When conducted manually, it can be incredibly time-consuming On the downside, content analysis has certain limitations: ![]() ![]() It doesn’t require high investments or sophisticated solutions You can automate the process or perform it manually The process is easily replicable once standardized You don’t need to directly interact with participants to collect data ![]() Interpreting customer interviews and survey results to determine user preferences, and setting the direction for new product or feature developmentsĬontent analysis has some significant advantages for small teams: Researching competitors’ website pages to identify their competitive advantages and value propositions Reviewing customer feedback to evaluate (and then improve) the customer and user experience (UX) Some other examples of content analysis include:Īnalyzing brand mentions on social media to understand your brand's reputation Instead of having to process hundreds of answers manually, a content analysis tool helps you analyze and group results based on the emotion expressed in texts. Content analysis is often used by marketers and customer service specialists, helping them understand customer behavior and measure brand reputation.įor example, you may run a customer survey with open-ended questions to discover users’ concerns-in their own words-about their experience with your product.
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