Turning Messy Data into User Insights: Using Thematic Analysis

By Barakat Ajadi, Product Manager Most product teams are sitting on research gold they don't know how to use. They conduct interviews, gather feedback, and collect transcripts, then struggle to turn it all into something the team can actually act on. This is that story, and more importantly, this is the method that changed how I approach qualitative data. 1. In the Beginning You have carried out your user interviews and research, but what do you do with the messy data you have gathered? How do y