15 Minute Read
There is no doubt that data visualization is an important part of the qualitative research process. Whether you're preparing a presentation or writing up a report, effective visualizations can help make your findings clear and understandable for your audience.
In this blog post, we'll discuss some tips for creating effective visualizations of qualitative data.
First, let's take a closer look at what exactly qualitative data is.
Qualitative data is information gathered through observation, questionnaires, and interviews. It's often subjective, meaning that the researcher has to interpret it to draw meaningful conclusions from it.
When researchers use the terms qualitative and quantitative, they're referring to two different types of data. Qualitative data is subjective and descriptive, while quantitative data is objective and numerical.
Qualitative data is often used in research involving psychology or sociology. This is usually where a researcher may be trying to identify patterns or concepts related to people's behavior or attitudes. It may also be used in research involving economics or finance, where the focus is on numerical values such as price points or profit margins.
Before we delve into how best to present and visualize qualitative data, it's important that we highlight how to be gathering this data in the first place.
In order to create an effective visualization of qualitative data, ensure that the right kind of information has been gathered.
Here are six ways to gather the most accurate qualitative data:
By following these steps, you will be well-prepared to collect and analyze qualitative data for your research project. Next, let's focus on how best to present the qualitative data that you have gathered and analyzed.
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When it comes to how to present qualitative data visually, the goal is to make research findings clear and easy to understand. To do this, use visuals that are both attractive and informative.
Presenting qualitative data visually helps to bring the user’s attention to specific items and draw them into a more in-depth analysis. Visuals provide an efficient way to communicate complex information, making it easier for the audience to comprehend.
Additionally, visuals can help engage an audience by making a presentation more interesting and interactive.
Here are some tips for creating effective visuals from qualitative data:
Notably helps researchers visualize their data on a flexible canvas, charts, and evidence based insights. As an all-in-one research platform, Notably enables researchers to collect, analyze and present qualitative data effectively.
Notably provides an intuitive interface for analyzing data from a variety of sources, including interviews, surveys, desk research, and more. Its powerful analytics engine then helps you to quickly identify insights and trends in your data. Finally, the platform makes it easy to create beautiful visuals that will help to communicate research findings with confidence.
The canvas in Analysis is a multi-dimensional workspace to play with your data spatially to find likeness and tension. Here, you may use a grounded theory approach to drag and drop notes into themes or patterns that emerge in your research. Utilizing the canvas tools such as shapes, lines, and images, allows researchers to build out frameworks such as journey maps, empathy maps, 2x2's, etc. to help synthesize their data.
Going one step further, you may begin to apply various lenses to this data driven canvas. For example, recoloring by sentiment shows where pain points may distributed across your customer journey. Or, recoloring by participant may reveal if one of your participants may be creating a bias towards a particular theme.
Once you have begun your analysis, you may visualize your qualitative data in a quantitative way through charts. You may choose between a pie chart and or a stacked bar chart to visualize your data. From here, you can segment your data to break down the ‘bar’ in your bar chart and slices in your pie chart one step further.
To segment your data, you can choose between ‘Tag group’, ‘Tag’, ‘Theme’, and ‘Participant'. Each group shows up as its own bar in the bar chart or slice in the pie chart. For example, try grouping data as ‘Participant’ to see the volume of notes assigned to each person. Or, group by ‘Tag group’ to see which of your tag groups have the most notes.
Depending on how you’ve grouped or segmented your charts will affect the options available to color your chart. Charts use colors that are a mix of sentiment, tag, theme, and default colors. Consider color as a way of assigning another layer of meaning to your data. For example, choose a red color for tags or themes that are areas of friction or pain points. Use blue for tags that represent opportunities.
One of the most powerful features in Analysis is the ability to generate insights with AI. Insights combine information, inspiration, and intuition to help bridge the gap between knowledge and wisdom.
Even before you have any tags or themes, you may generate an AI Insight from your entire data set. You'll be able to choose one of our AI Insight templates that are inspired by trusted design thinking frameworks to stimulate generative, and divergent thinking. With just the click of a button, you'll get an insight that captures the essence and story of your research.
You may experiment with a combination of tags, themes, and different templates or, create your own custom AI template. These insights are all evidence-based, and are centered on the needs of real people. You may package these insights up to present your research by embedding videos, quotes and using AI to generate unique cover image.
You can sign up to run an end to end research project for free and receive tips on how to make the most out of your data.
Want to chat about how Notably can help your team do better, faster research? Book some time here for a 1:1 demo with your whole team.
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