Process
How to analyze customer interview data in 7 steps
A seven-step process for turning customer interview transcripts into a report people act on: prepare the data, read everything once, open coding, axial coding, insight statements, prioritization and the report itself. Each step has a clear output, so you can tell when it is done. Koji transcribes, themes and drafts the report for you, and you take it from there.
Where this appears
What's in this process
- Prepare your data: Transcribe, check speaker labels and keep every transcript in one place.
- Read everything first: One pass with no notes. Spot 3 to 5 big themes before you set up any codes.
- Open coding: Label every meaningful chunk: problems, motivations, behaviors, reactions. Describe, don't interpret.
- Axial coding: Group open codes into 5 to 8 categories by frequency, intensity and contradictions.
- Write insight statements: Name the behavior, explain the cause, say what it means. Back each with 3 quotes or more.
- Prioritize: Sort insights by frequency and severity before you write anything up.
- Write the report: TL;DR first, then context, findings by theme, implications and open questions.
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<a href="https://www.koji.so/visuals/how-to-analyze-customer-interview-data-seven-steps"><img src="https://www.koji.so/visuals/how-to-analyze-customer-interview-data-seven-steps/how-to-analyze-customer-interview-data-seven-steps.png" alt="Process of seven steps to analyze customer interview data, from preparing transcripts and open and axial coding to insight statements, priorities and a report." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/how-to-analyze-customer-interview-data-seven-steps">How to analyze customer interview data in 7 steps</a>, Koji</p>
