{"id":10015,"date":"2023-06-29T11:11:51","date_gmt":"2023-06-29T11:11:51","guid":{"rendered":"https:\/\/researcher.life\/blog\/?p=10015"},"modified":"2026-08-27T04:54:15","modified_gmt":"2026-08-27T04:54:15","slug":"what-is-thematic-analysis-and-how-to-do-it-with-examples","status":"publish","type":"post","link":"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/","title":{"rendered":"What is Thematic Analysis and How to Do It (with Examples)"},"content":{"rendered":"<ul>\n<li>Thematic analysis is a flexible qualitative method used to identify and interpret patterns across datasets such as interview transcripts, focus group recordings, and open-ended survey responses.<\/li>\n<li>The most widely cited framework is reflexive thematic analysis (Braun and Clarke), which emphasizes the researcher&#8217;s interpretive role over mechanical coding procedures.<\/li>\n<li>There are four main approaches: inductive, deductive, semantic, and latent; the choice depends on the research question and theoretical stance.<\/li>\n<li>The six phases of thematic analysis are: familiarization with data; generating initial codes; searching for themes; reviewing themes; defining and naming themes; and producing the report.<\/li>\n<li>A thematic map is a visual tool used to organize codes into sub-themes and themes; it is revised throughout the analytic process.<\/li>\n<li>Reflexive TA does not require inter-coder reliability statistics; instead, quality is demonstrated through reflexivity, transparency, and a rich, evidenced account.<\/li>\n<li>Thematic analysis differs from <a href=\"https:\/\/researcher.life\/blog\/article\/what-is-content-analysis-types-methods-examples\/\" target=\"_blank\" rel=\"noopener\">content analysis<\/a> in its interpretive depth; content analysis counts and categorizes, while thematic analysis constructs meaning.<\/li>\n<li>Thematic analysis identifies recurring patterns or themes across data, while <a href=\"https:\/\/researcher.life\/blog\/article\/narrative-inquiry-and-narrative-analysis-in-qualitative-research-a-detailed-guide\/\" target=\"_blank\" rel=\"noopener\">narrative analysis<\/a> examines how individuals construct and tell their stories, focusing on the structure and meaning of the story itself.<\/li>\n<li>Software tools such as NVivo, MAXQDA, and Atlas.ti can support organization and management of large datasets but do not replace the researcher&#8217;s analytic judgment.<\/li>\n<li>Common challenges include researcher bias, theme saturation decisions, over-reliance on surface-level codes, and maintaining data continuity.<\/li>\n<li>A well-written thematic analysis report integrates evidence (data extracts) with interpretation; it does not simply list quotes without analysis.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#What_Is_Thematic_Analysis\" >What Is Thematic Analysis?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Reflexive_Thematic_Analysis_The_Braun_and_Clarke_Framework\" >Reflexive Thematic Analysis: The Braun and Clarke Framework<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#When_Should_You_Use_Thematic_Analysis\" >When Should You Use Thematic Analysis?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Approaches_to_Thematic_Analysis\" >Approaches to Thematic Analysis<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Dimension_One_Direction_of_Analysis\" >Dimension One: Direction of Analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Dimension_Two_Level_of_Analysis\" >Dimension Two: Level of Analysis<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#How_to_Do_Thematic_Analysis_The_Six_Phases\" >How to Do Thematic Analysis: The Six Phases<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Phase_1_Familiarization_with_Data\" >Phase 1: Familiarization with Data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Phase_2_Generating_Initial_Codes\" >Phase 2: Generating Initial Codes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Phase_3_Constructing_Themes\" >Phase 3: Constructing Themes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Phase_4_Reviewing_and_Refining_Themes\" >Phase 4: Reviewing and Refining Themes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#What_Is_a_Thematic_Map_and_How_Do_You_Build_One\" >What Is a Thematic Map and How Do You Build One?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Phase_5_Defining_and_Naming_Themes\" >Phase 5: Defining and Naming Themes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Phase_6_Producing_the_Report\" >Phase 6: Producing the Report<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Reflexivity_and_Positionality_in_Thematic_Analysis\" >Reflexivity and Positionality in Thematic Analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#How_Does_Thematic_Analysis_Compare_to_Related_Methods\" >How Does Thematic Analysis Compare to Related Methods?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Advantages_and_Disadvantages_of_Thematic_Analysis\" >Advantages and Disadvantages of Thematic Analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Common_Mistakes_in_Thematic_Analysis_and_How_to_Avoid_Them\" >Common Mistakes in Thematic Analysis and How to Avoid Them<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#What_is_the_difference_between_reflexive_thematic_analysis_and_codebook_thematic_analysis\" >What is the difference between reflexive thematic analysis and codebook thematic analysis?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#How_many_themes_should_a_thematic_analysis_have\" >How many themes should a thematic analysis have?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#What_is_the_difference_between_a_code_and_a_theme\" >What is the difference between a code and a theme?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Does_thematic_analysis_require_a_large_sample\" >Does thematic analysis require a large sample?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#Can_thematic_analysis_be_used_in_mixed_methods_research\" >Can thematic analysis be used in mixed methods research?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/researcher.life\/blog\/article\/what-is-thematic-analysis-and-how-to-do-it-with-examples\/#What_types_of_data_can_be_analyzed_using_thematic_analysis\" >What types of data can be analyzed using thematic analysis?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Thematic_Analysis\"><\/span>What Is Thematic Analysis?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Thematic analysis (TA) is a qualitative research method for identifying, analyzing, and interpreting patterns of meaning across a dataset. It is one of the most widely used methods in the social sciences, health research, education, psychology, and nursing.<\/p>\n<p>The method is associated most closely with the work of Virginia Braun and Victoria Clarke, who published an influential framework in 2006 and revised it significantly in 2019 to emphasize what they now call reflexive thematic analysis. In this updated version, the researcher is not a passive coder extracting pre-existing themes but an active interpreter constructing meaning from data.<\/p>\n<p>Thematic analysis is suitable for both large and small datasets. It can be applied to interview transcripts, focus group data, open-ended survey responses, field notes, diary entries, social media posts, and policy documents.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Reflexive_Thematic_Analysis_The_Braun_and_Clarke_Framework\"><\/span>Reflexive Thematic Analysis: The Braun and Clarke Framework<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The 2019 revision by Braun and Clarke introduced three distinct TA approaches under a unified framework:<\/p>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"147\"><strong>Approach<\/strong><\/td>\n<td width=\"333\"><strong>Description<\/strong><\/td>\n<td width=\"144\"><strong>Key Feature<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"147\">Reflexive TA<\/td>\n<td width=\"333\">The researcher&#8217;s interpretive judgment drives analysis; themes are constructions, not discovered facts.<\/td>\n<td width=\"144\">No codebook; no ICR required<\/td>\n<\/tr>\n<tr>\n<td width=\"147\">Codebook TA<\/td>\n<td width=\"333\">A shared codebook is developed and applied consistently across the team.<\/td>\n<td width=\"144\">Inter-coder reliability measured<\/td>\n<\/tr>\n<tr>\n<td width=\"147\">Collaborative TA<\/td>\n<td width=\"333\">Multiple researchers code together in discussion rather than independently.<\/td>\n<td width=\"144\">Consensus through dialogue<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Reflexive TA is the most commonly taught and used form. This guide focuses primarily on reflexive TA while also covering codebook TA practices where relevant.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"When_Should_You_Use_Thematic_Analysis\"><\/span>When Should You Use Thematic Analysis?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Thematic analysis is most appropriate when your research aim is to understand experiences, perceptions, meanings, or processes from the perspective of participants. It suits a wide range of research questions across disciplines.<\/p>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"133\"><strong>Situation<\/strong><\/td>\n<td width=\"245\"><strong>Why TA Is Appropriate<\/strong><\/td>\n<td width=\"245\"><strong>Example Research Question<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"133\"><a href=\"https:\/\/researcher.life\/blog\/article\/what-is-exploratory-research-meaning-design-examples\/\" target=\"_blank\" rel=\"noopener\">Exploratory research<\/a><\/td>\n<td width=\"245\">TA allows themes to emerge without imposing prior structure<\/td>\n<td width=\"245\">What challenges do first-generation university students face?<\/td>\n<\/tr>\n<tr>\n<td width=\"133\">Complex, nuanced data<\/td>\n<td width=\"245\">TA handles ambiguity and contradiction well<\/td>\n<td width=\"245\">How do nurses describe moral distress in ICU settings?<\/td>\n<\/tr>\n<tr>\n<td width=\"133\">Theory development<\/td>\n<td width=\"245\">Inductive TA generates frameworks grounded in participant experience<\/td>\n<td width=\"245\">What factors shape patient trust in telehealth consultations?<\/td>\n<\/tr>\n<tr>\n<td width=\"133\"><a href=\"https:\/\/www.editage.com\/blog\/mixed-methods-research\/\">Mixed methods studies<\/a><\/td>\n<td width=\"245\">TA provides the qualitative component alongside statistical data<\/td>\n<td width=\"245\">Why do patients with high adherence scores still report dissatisfaction?<\/td>\n<\/tr>\n<tr>\n<td width=\"133\">Pattern identification across cases<\/td>\n<td width=\"245\">TA identifies shared meanings across multiple participants<\/td>\n<td width=\"245\">What themes emerge in survivor accounts of workplace bullying?<\/td>\n<\/tr>\n<tr>\n<td width=\"133\">Evolving research questions<\/td>\n<td width=\"245\">TA is flexible enough to shift focus during analysis<\/td>\n<td width=\"245\">How does community identity shape responses to urban development?<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Thematic analysis is not recommended when the goal is to count frequencies of words or codes (use content analysis instead), when the dataset is primarily numerical, or when a highly structured pre-existing framework must be strictly followed (consider framework analysis instead).<\/p>\n<p><a href=\"https:\/\/researcher.life\/all-access-pricing?utm_source=contentmarketing&amp;utm_medium=rblog&amp;utm_campaign=what-is-thematic-analysis-how-to-do-it-with-examples\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-9684 size-large\" src=\"https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/AAP-Banner-1-1024x410.png\" alt=\"\" width=\"640\" height=\"256\" srcset=\"https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/AAP-Banner-1-1024x410.png 1024w, https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/AAP-Banner-1-300x120.png 300w, https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/AAP-Banner-1-768x307.png 768w, https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/AAP-Banner-1-1536x615.png 1536w, https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/AAP-Banner-1-2048x820.png 2048w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Approaches_to_Thematic_Analysis\"><\/span>Approaches to Thematic Analysis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The approach you choose depends on your research question, epistemological position, and how much prior theory exists in your field. Two dimensions determine the approach.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Dimension_One_Direction_of_Analysis\"><\/span>Dimension One: Direction of Analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"107\"><strong>Approach<\/strong><\/td>\n<td width=\"167\"><strong>Direction<\/strong><\/td>\n<td width=\"184\"><strong>When to Use<\/strong><\/td>\n<td width=\"167\"><strong>Example<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"107\">Inductive<\/td>\n<td width=\"167\">Bottom-up: themes emerge from the data<\/td>\n<td width=\"184\">When little prior theory exists or when you want to stay close to participant experience<\/td>\n<td width=\"167\">Exploring how remote workers describe work-life boundaries<\/td>\n<\/tr>\n<tr>\n<td width=\"107\">Deductive<\/td>\n<td width=\"167\">Top-down: themes are shaped by existing theory<\/td>\n<td width=\"184\">When testing or extending an established framework<\/td>\n<td width=\"167\">Applying Schein&#8217;s culture model to employee interview data<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Dimension_Two_Level_of_Analysis\"><\/span>Dimension Two: Level of Analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"120\"><strong>Approach<\/strong><\/td>\n<td width=\"200\"><strong>Focus<\/strong><\/td>\n<td width=\"304\"><strong>Example Theme from Patient Feedback Data<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"120\">Semantic<\/td>\n<td width=\"200\">What participants explicitly said<\/td>\n<td width=\"304\">Long wait times; unhelpful staff; poor communication<\/td>\n<\/tr>\n<tr>\n<td width=\"120\">Latent<\/td>\n<td width=\"200\">Underlying meanings and assumptions<\/td>\n<td width=\"304\">Erosion of trust; power imbalance; vulnerability and loss of agency<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Most studies combine approaches: for example, beginning with semantic, inductive coding during familiarization and moving toward latent interpretation when defining final themes.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Do_Thematic_Analysis_The_Six_Phases\"><\/span>How to Do Thematic Analysis: The Six Phases<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Braun and Clarke&#8217;s six-phase process is not a linear checklist but a recursive cycle. Researchers move back and forth between phases as their understanding of the data deepens.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Phase_1_Familiarization_with_Data\"><\/span>Phase 1: Familiarization with Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Immerse yourself in the dataset before applying any codes. Read and re-read transcripts, listen to recordings where possible, and take note of initial impressions.<\/p>\n<p>&nbsp;<\/p>\n<p>Activities in this phase:<\/p>\n<ul>\n<li>Read all transcripts in full at least twice<\/li>\n<li>Write initial memos noting patterns, surprises, and questions<\/li>\n<li>Note emotional tone, silences, contradictions, and recurring language<\/li>\n<li>Avoid the temptation to start coding immediately<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Phase_2_Generating_Initial_Codes\"><\/span>Phase 2: Generating Initial Codes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Systematically label segments of data that are meaningful in relation to your research question. Codes are descriptive tags, not yet interpretive.<\/p>\n<p>&nbsp;<\/p>\n<p>Coding principles:<\/p>\n<ul>\n<li>Code every piece of data that could be relevant<\/li>\n<li>Keep codes close to the language of the data in inductive work<\/li>\n<li>One segment of data can receive multiple codes<\/li>\n<li>Record the context of each coded segment, not just the extract<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Example: Coding interview extracts from a study on remote worker experiences<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"312\"><strong>Data Extract<\/strong><\/td>\n<td width=\"312\"><strong>Initial Code(s)<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"312\">&#8220;I can start work at 6 AM and no one notices, which is great, but my evenings just disappear.&#8221;<\/td>\n<td width=\"312\">Flexible start time; blurred work-end boundary; loss of evening time<\/td>\n<\/tr>\n<tr>\n<td width=\"312\">&#8220;My manager messages me on weekends. I feel like I can never really switch off.&#8221;<\/td>\n<td width=\"312\">Manager contact outside hours; inability to disconnect; always-on pressure<\/td>\n<\/tr>\n<tr>\n<td width=\"312\">&#8220;I made a makeshift desk out of a kitchen chair. My back is a mess.&#8221;<\/td>\n<td width=\"312\">Inadequate workspace; physical health impact; home-office setup<\/td>\n<\/tr>\n<tr>\n<td width=\"312\">&#8220;I miss bumping into colleagues. Teams calls feel formal and scheduled.&#8221;<\/td>\n<td width=\"312\">Loss of spontaneous interaction; communication feeling artificial<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Phase_3_Constructing_Themes\"><\/span>Phase 3: Constructing Themes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Review all coded data and begin grouping codes that share a common meaning. This is where interpretation begins. Gather codes into potential themes and look for the story each cluster tells.<\/p>\n<p>&nbsp;<\/p>\n<p>Continuing the remote work example, codes collapse into candidate themes as follows:<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"333\"><strong>Codes<\/strong><\/td>\n<td width=\"291\"><strong>Candidate Theme<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"333\">Blurred work-end boundary; loss of evening time; always-on pressure; inability to disconnect<\/td>\n<td width=\"291\">Dissolution of work-life boundaries<\/td>\n<\/tr>\n<tr>\n<td width=\"333\">Inadequate workspace; physical health impact; home-office setup<\/td>\n<td width=\"291\">The absent infrastructure of office work<\/td>\n<\/tr>\n<tr>\n<td width=\"333\">Loss of spontaneous interaction; communication feeling artificial; formal scheduled calls<\/td>\n<td width=\"291\">Erosion of informal social connection<\/td>\n<\/tr>\n<tr>\n<td width=\"333\">Flexible start time; manager contact outside hours<\/td>\n<td width=\"291\">Autonomy and surveillance in tension<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Phase_4_Reviewing_and_Refining_Themes\"><\/span>Phase 4: Reviewing and Refining Themes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Test each candidate theme against the full dataset. A theme must be coherent internally (codes within it are meaningfully related) and distinct externally (it is clearly different from other themes).<\/p>\n<p>&nbsp;<\/p>\n<p>Questions to ask at this stage:<\/p>\n<ul>\n<li>Does this theme tell a clear and specific story?<\/li>\n<li>Is there enough data to support this theme?<\/li>\n<li>Are any themes too broad or too narrow to be useful?<\/li>\n<li>Should any two themes be merged, or should one theme be split?<\/li>\n<li>Does the set of themes together provide a coherent account of the dataset?<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_Is_a_Thematic_Map_and_How_Do_You_Build_One\"><\/span>What Is a Thematic Map and How Do You Build One?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A thematic map is a visual diagram showing the structure of your analysis: how codes relate to sub-themes, and how sub-themes relate to overarching themes. It is built iteratively and revised at every phase.<\/p>\n<p>&nbsp;<\/p>\n<p>A thematic map typically has three levels:<\/p>\n<ul>\n<li>Level 1: Codes (the most granular labels applied to raw data)<\/li>\n<li>Level 2: Sub-themes (clusters of related codes that together describe a specific aspect of the data)<\/li>\n<li>Level 3: Themes (overarching patterns that capture the central meaning of a group of sub-themes)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Example thematic map structure for the remote work study:<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"173\"><strong>Theme<\/strong><\/td>\n<td width=\"197\"><strong>Sub-theme<\/strong><\/td>\n<td width=\"253\"><strong>Example Codes<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"173\">Dissolution of work-life boundaries<\/td>\n<td width=\"197\">Temporal blurring<\/td>\n<td width=\"253\">Loss of commute as transition ritual; start and end times undefined<\/td>\n<\/tr>\n<tr>\n<td width=\"173\">Dissolution of work-life boundaries<\/td>\n<td width=\"197\">Constant connectivity<\/td>\n<td width=\"253\">Manager weekend messages; email notifications at dinner; difficulty refusing contact<\/td>\n<\/tr>\n<tr>\n<td width=\"173\">Erosion of informal connection<\/td>\n<td width=\"197\">Loss of spontaneous interaction<\/td>\n<td width=\"253\">No hallway conversations; missed coffee breaks; reduced mentorship<\/td>\n<\/tr>\n<tr>\n<td width=\"173\">Erosion of informal connection<\/td>\n<td width=\"197\">Digitally mediated relationships<\/td>\n<td width=\"253\">Formal video calls; emojis replacing tone; missing body language<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Phase_5_Defining_and_Naming_Themes\"><\/span>Phase 5: Defining and Naming Themes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Write a clear definition for each theme that explains its scope and its relationship to the research question. The theme name should be active and analytical, not a generic label.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Poor theme name: &#8220;Boundaries&#8221; (too vague, not analytical)<\/li>\n<li>Better theme name: &#8220;Dissolution of Work-Life Boundaries&#8221; (captures the active process and its direction)<\/li>\n<li>Poor theme name: &#8220;Communication&#8221; (could mean anything)<\/li>\n<li>Better theme name: &#8220;Digitally Mediated Relationships and the Loss of Informal Connection&#8221; (specific, interpretive)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Phase_6_Producing_the_Report\"><\/span>Phase 6: Producing the Report<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The write-up integrates data extracts with analytic commentary. Each theme is presented with supporting quotes, but the analysis does not simply list quotes; it interprets them in relation to the research question.<\/p>\n<p>&nbsp;<\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559731&quot;:720,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\"> <a href=\"https:\/\/rdiscoverymarketing.page.link\/what-is-thematic-analysis-how-to-do-it-with-examples\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-6727 size-full\" src=\"https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/08\/blog-banner_audio-streaming.png\" alt=\"\" width=\"656\" height=\"250\" srcset=\"https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/08\/blog-banner_audio-streaming.png 656w, https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/08\/blog-banner_audio-streaming-300x114.png 300w\" sizes=\"auto, (max-width: 656px) 100vw, 656px\" \/><\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Reflexivity_and_Positionality_in_Thematic_Analysis\"><\/span>Reflexivity and Positionality in Thematic Analysis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Reflexivity is a core requirement of high-quality thematic analysis, especially in the reflexive TA tradition. It means actively and continuously examining how your own background, assumptions, values, and emotions affect every stage of the analytic process.<\/p>\n<p>Reflexivity is a demonstration of analytic rigor: by acknowledging how you are shaping the analysis, you allow readers to evaluate your interpretations more fully.<\/p>\n<p>Reflexive memos, analytic journals, and supervision discussions are all practical tools for building reflexivity into your process. Many published papers include a positionality statement describing the researcher&#8217;s background and its potential relevance to the analysis.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Does_Thematic_Analysis_Compare_to_Related_Methods\"><\/span>How Does Thematic Analysis Compare to Related Methods?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Researchers often choose between thematic analysis and several related qualitative methods. The comparison below outlines the key distinctions to help you select the right approach for your study.<\/p>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"120\"><strong>Method<\/strong><\/td>\n<td width=\"133\"><strong>Core Focus<\/strong><\/td>\n<td width=\"200\"><strong>Key Difference from TA<\/strong><\/td>\n<td width=\"171\"><strong>Best Suited For<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"120\">Thematic Analysis<\/td>\n<td width=\"133\">Patterns and themes across a dataset<\/td>\n<td width=\"200\">Baseline for comparison<\/td>\n<td width=\"171\">Broad qualitative questions about experience, perception, meaning<\/td>\n<\/tr>\n<tr>\n<td width=\"120\">Content Analysis<\/td>\n<td width=\"133\">Frequency and categorization of content<\/td>\n<td width=\"200\">Primarily descriptive and quantitative in orientation; counts occurrences<\/td>\n<td width=\"171\">Media analysis, policy documents, large-scale survey data<\/td>\n<\/tr>\n<tr>\n<td width=\"120\"><a href=\"https:\/\/researcher.life\/blog\/article\/grounded-theory-in-research-types-steps-examples\/\">Grounded Theory<\/a><\/td>\n<td width=\"133\">Theory generation grounded in data<\/td>\n<td width=\"200\">Requires theoretical saturation and produces a formal theory as output<\/td>\n<td width=\"171\">Studies aiming to build new mid-range theories<\/td>\n<\/tr>\n<tr>\n<td width=\"120\"><a href=\"https:\/\/researcher.life\/blog\/article\/phenomenology-types-methods-examples\/#Interpretative_Phenomenological_Analysis_IPA-2\">IPA (Interpretive Phenomenological Analysis)<\/a><\/td>\n<td width=\"133\">Lived experience of specific phenomena<\/td>\n<td width=\"200\">Requires small, homogeneous samples; focuses on individual cases before cross-case analysis<\/td>\n<td width=\"171\">Health psychology, illness experience, identity studies<\/td>\n<\/tr>\n<tr>\n<td width=\"120\"><a href=\"https:\/\/researcher.life\/blog\/article\/what-is-discourse-analysis-steps-tips-examples\/\">Discourse Analysis<\/a><\/td>\n<td width=\"133\">Language use, power, and social construction<\/td>\n<td width=\"200\">Focuses on how language constructs reality, not just what people report experiencing<\/td>\n<td width=\"171\">Studies of ideology, identity, institutional communication<\/td>\n<\/tr>\n<tr>\n<td width=\"120\">Framework Analysis<\/td>\n<td width=\"133\">Structured thematic approach using a priori framework<\/td>\n<td width=\"200\">Themes are determined before data collection; highly structured<\/td>\n<td width=\"171\">Policy research, applied health research with clear objectives<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/paperpal.com\/?utm_source=contentmarketing&amp;utm_medium=rblog&amp;utm_campaign=what-is-thematic-analysis-how-to-do-it-with-examples\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5464 size-full\" src=\"https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/RPaperpal_BlogBanners-1_03_.png\" alt=\"\" width=\"640\" height=\"139\" srcset=\"https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/RPaperpal_BlogBanners-1_03_.png 640w, https:\/\/blog.researcher.life\/wp-content\/uploads\/2023\/03\/RPaperpal_BlogBanners-1_03_-300x65.png 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advantages_and_Disadvantages_of_Thematic_Analysis\"><\/span>Advantages and Disadvantages of Thematic Analysis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"312\"><strong>Advantages<\/strong><\/td>\n<td width=\"312\"><strong>Disadvantages<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"312\">Flexible: applicable across many epistemological positions and research questions<\/td>\n<td width=\"312\">Flexibility can make it unclear which aspects of data to prioritize, especially for novice researchers<\/td>\n<\/tr>\n<tr>\n<td width=\"312\">Accessible: does not require extensive prior training in a specific theory or framework<\/td>\n<td width=\"312\">Risk of superficial analysis if the researcher stays at the semantic level and treats data description as analysis<\/td>\n<\/tr>\n<tr>\n<td width=\"312\">Works well with large datasets across multiple participants<\/td>\n<td width=\"312\">Without a strong theoretical grounding, interpretive power is limited<\/td>\n<\/tr>\n<tr>\n<td width=\"312\">Useful for identifying both shared patterns and exceptions across cases<\/td>\n<td width=\"312\">Maintaining coherence across a large and diverse dataset can be challenging<\/td>\n<\/tr>\n<tr>\n<td width=\"312\">Produces findings that are accessible to non-specialist audiences<\/td>\n<td width=\"312\">The role of the researcher in constructing themes can be difficult to explain to positivist reviewers or funding bodies<\/td>\n<\/tr>\n<tr>\n<td width=\"312\">Inductive approach allows genuine emergence from data without imposing prior structure<\/td>\n<td width=\"312\">Themes may inadvertently reflect the researcher&#8217;s own preoccupations if reflexivity is not practiced rigorously<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span class=\"ez-toc-section\" id=\"Common_Mistakes_in_Thematic_Analysis_and_How_to_Avoid_Them\"><\/span>Common Mistakes in Thematic Analysis and How to Avoid Them<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<table width=\"624\">\n<tbody>\n<tr>\n<td width=\"160\"><strong>Mistake<\/strong><\/td>\n<td width=\"212\"><strong>Why It Is a Problem<\/strong><\/td>\n<td width=\"252\"><strong>How to Avoid It<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"160\">Treating the phases as a rigid linear checklist<\/td>\n<td width=\"212\">Thematic analysis is recursive; forcing linearity produces shallow analysis<\/td>\n<td width=\"252\">Move back and forth between phases; revisit earlier decisions as understanding deepens<\/td>\n<\/tr>\n<tr>\n<td width=\"160\">Using themes as topic labels rather than analytic claims<\/td>\n<td width=\"212\">A theme called &#8220;Communication&#8221; describes a topic, not a pattern of meaning<\/td>\n<td width=\"252\">Write theme names as claims: &#8220;Communication as a site of power and exclusion&#8221;<\/td>\n<\/tr>\n<tr>\n<td width=\"160\">Quoting without analyzing<\/td>\n<td width=\"212\">Listing extracts without interpretation is description, not analysis<\/td>\n<td width=\"252\">Follow every extract with a sentence that explains what it shows and why it matters<\/td>\n<\/tr>\n<tr>\n<td width=\"160\">Forcing every code into a theme<\/td>\n<td width=\"212\">Not all data will form a coherent theme; forcing it produces incoherent analysis<\/td>\n<td width=\"252\">Allow some codes to remain as miscellaneous or to be set aside<\/td>\n<\/tr>\n<tr>\n<td width=\"160\">Applying ICR to reflexive TA<\/td>\n<td width=\"212\">Inter-coder reliability is philosophically incompatible with reflexive TA<\/td>\n<td width=\"252\">Use reflexivity, transparency, and evidential richness as quality criteria instead<\/td>\n<\/tr>\n<tr>\n<td width=\"160\">Ignoring negative cases<\/td>\n<td width=\"212\">Disconfirming evidence is as analytically important as confirming evidence<\/td>\n<td width=\"252\">Actively search for data that does not fit the emerging themes and engage with it<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span>Frequently Asked Questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_the_difference_between_reflexive_thematic_analysis_and_codebook_thematic_analysis\"><\/span>What is the difference between reflexive thematic analysis and codebook thematic analysis?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Reflexive TA treats themes as constructions shaped by the researcher&#8217;s interpretive judgment; it does not require a fixed codebook or inter-coder reliability checks. Codebook TA uses a shared, structured codebook applied consistently by multiple coders; it is appropriate when transparency and replicability across a team are priorities. The choice depends on your epistemology and research context.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_many_themes_should_a_thematic_analysis_have\"><\/span>How many themes should a thematic analysis have?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There is no fixed rule. Most studies report between three and seven themes, depending on the size and complexity of the dataset and the scope of the research question. Themes should be meaningfully distinct from one another and each should be supported by sufficient data. Too many themes often indicate that sub-themes are being reported as themes, or that coding has not been sufficiently integrated.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_the_difference_between_a_code_and_a_theme\"><\/span>What is the difference between a code and a theme?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A code is a label applied to a specific segment of data; it is descriptive and close to the data. A theme is a pattern constructed from multiple codes that captures something significant about the data in relation to the research question. A single theme is typically built from several codes and may include sub-themes. Themes are interpretive, not merely descriptive.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Does_thematic_analysis_require_a_large_sample\"><\/span>Does thematic analysis require a large sample?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>No. Thematic analysis is designed for <a href=\"https:\/\/researcher.life\/blog\/article\/what-is-qualitative-research-methods-types-examples\/\">qualitative data<\/a> and can be applied to very small samples if the data is rich and detailed. A study with six to twelve in-depth interviews may generate more analytically valuable data than a study with fifty brief responses. The goal is depth of understanding, not statistical representativeness. However, sample size should be justified in relation to the research question and the approach used.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Can_thematic_analysis_be_used_in_mixed_methods_research\"><\/span>Can thematic analysis be used in mixed methods research?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes, and it is commonly used as the qualitative component in mixed methods studies. Thematic analysis may be conducted first (as in an <a href=\"https:\/\/www.editage.com\/blog\/mixed-methods-research\/#_Toc232432289\">exploratory sequential design<\/a>, to generate items for a subsequent survey) or second (as in an <a href=\"https:\/\/www.editage.com\/blog\/mixed-methods-research\/#_Toc232432289\">explanatory sequential design<\/a>, to explain unexpected quantitative findings). The analytic process is the same; what changes is how the qualitative findings are integrated with the quantitative strand.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_types_of_data_can_be_analyzed_using_thematic_analysis\"><\/span>What types of data can be analyzed using thematic analysis?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Thematic analysis can be applied to any textual or verbal data: interview transcripts; focus group recordings; open-ended survey responses; diary entries; field notes; social media posts; policy documents; and public speeches. It can also be applied to visual data if the researcher first produces a verbal or descriptive account of the visual content.<\/p>\n<p><strong>This article was originally published on July 26, 2026, and updated on June 25, 2026.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thematic analysis is a flexible qualitative method used to identify and interpret patterns across datasets such as interview transcripts, focus group recordings, and open-ended survey<\/p>\n","protected":false},"author":10,"featured_media":9595,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[63,1],"tags":[867],"class_list":["post-10015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research-tips","category-researcher-life","tag-thematic-analysis"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Thematic Analysis and How to Do It (with Examples) | Researcher.Life<\/title>\n<meta name=\"description\" content=\"Learn what thematic analysis is and how to follow this approach, with examples of thematic analysis. 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