How to do in vivo coding in six steps

A six step process for in vivo coding, the qualitative coding method that uses participants' own words as codes. It runs from collecting interview data rich in participant language, through writing codes in quotation marks and tracking their source, to grouping them in a second cycle. Researchers, designers and product teams can use it as a checklist for their first coding pass. It follows the approach in Johnny Saldaña's coding manual. Koji helps by collecting interviews with follow-up questions and attaching the participant's exact words to every code.

Where this appears

• In Vivo Coding: How to Code Qualitative Data in Participants' Own Words

What's in this process

1. Collect rich participant language: Ask about specific past events, follow up on vague answers and record verbatim. Summary notes are no use here.
2. Read for phrases that stand out: Look for strong feeling, metaphors, repeated words, insider terms and phrases that sum up a whole answer.
3. Write the code in quotation marks: Copy the phrase exactly, slang and grammar included. Keep it to a few words.
4. Note who said it and where: Record the participant and the place in the transcript for every code, so it can be checked later.
5. Compare codes across interviews: Put codes side by side. Different words often describe the same experience. Group them and keep each phrase.
6. Group codes in a second cycle: Gather related codes under broader categories, often named after the strongest participant phrase.