After more than 20 years I can tell you this: making sense of qualitative data is an unsettling process at best. You’ll feel like you’re doing it wrong. You’ll be confused and may get frustrated with yourself and your team. You’ll think that your data doesn’t mean anything.
Until it does.
I’ve worked with many teams developing a variety of techniques to help cope with the inherent ambiguity of the process. They are fundamental, perhaps pedantic, and applicable to other aspects of designerly ways of life, work, and business practices.
