Qualitative Analysis using Braun and Clarke’s Six-Step Process

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As a market researcher, you will often be tasked with conducting qualitative analysis in order to better understand customer behaviors and preferences. There are a variety of methods that can be used for qualitative analysis, but one of the most popular and effective is Braun and Clarke’s six-step process. This process begins with data collection, which can be done through interviews, focus groups, or other methods. Once the data has been collected, it is time to begin the analysis. The first step in Braun and Clarke’s process is to generate a coding framework. This is a system that will be used to organize and coded the data that was collected.