Qualitative Data Integration

Uncovering the Meaning of Your Worlds & Experiences that Matter

Through qualitative data analytic approaches, we can help you identify those stories, meanings, and significant features of the worlds around you. Whether it be your customers, users, employees, patients, or even environment, we can uncover those key interactions that make for meaningful moments, and give you more information on which to design your strategies and experiences.


Conversation Analysis / Forensic Linguistics

Conversation analysis involves a detailed study of how people interact with one another. Through analyzing the structures of conversations, you can learn how to de-escalate conflicts, generate rapport, and create a better overall experience.  Applications have included examinations of police interrogations, interviews, call center encounters, and distributed team work. 

grounded theory analysis

The idea behind Grounded Theory is to create a feedback loop from data to theory and back again. Beyond an analytic approach, it also helps to create a theoretical grounding in the data itself by reconfiguring how we think things are connecting through continual examination of the data. We can use grounded theory to better embed your strategy into fluid and emergent data that keeps transforming in an ever-changing world.

Content analysis

Content analysis examines the textual features of qualitative data. Rather than just how many times a word occurs, content analysis provides the context of those occurrences. We can use content analysis to look at existing content (such as customer reviews, news stories, interviews, focus groups) or through new content that we help you create. 

Participatory Action Research

Getting buy in from your clients and customers can be an important element of your outreach strategy. Participatory Action Research (or PAR) is designed to incorporate those whom you are studying to make them partners in the process. Additionally, this approach helps to analyze your data by getting further insights from your customers and clients. Geared toward social action, using PAR can be an integrative approach to developing a strategy based on those who are looking to target.

observation / interaction analysis

Interactions are the fundamental feature that makes for social experience. Rich in content and meaning, they can be challenging to unlock in terms of what they can tell us. We can help you get deeper insights from these encounters. We also can train your personnel to conduct their own observation and interaction analysis.

triangulation / Mixed methods

Often one approach will not be enough to get the insights that you need, and have confidence in their reliability and validity. Triangulation focuses on using more than one method to better target what you are trying to find out. Using mixed methods strategically can help create a better understanding of your topics, and create a solid foundation for designing better products, services, and experiences.