Thematic analysis without paradox: sensemaking and context

Abstract

Purpose In this paper, the authors underpin thematic analysis with a philosophical and methodological dimension and present a nuanced perspective on the application of thematic analysis in a data-driven context. Thematic analysis is a widely used qualitative analytic method; it is perceived as a transparent approach that offers single meaning. However, through Husserlian descriptive phenomenology, this paper aims to examine issues regarding subject/object and multidimensional meanings and realities. Design/methodology/approach In most extant studies, thematic analysis has become a prescriptive approach. This emerging qualitative approach has been applied to a range of studies on social and organisational issues, knowledge management and education. However, despite its wide usage, researchers are divided as to its effectiveness. Many choose quantitative approaches as an alternative, and some disagree as to what counts as the definitive framework and process for thematic analysis. Consequently, the authors provide a level of validity for thematic analysis through emphasising a specific methodological approach based on ontological and epistemological positions. Findings Contrary to the common mantra from contemporary qualitative researchers who claim thematic analysis is often based on a static and enduring approach, the current paper highlights the dynamic nature of a thematic analytic approach and offers a deeper understanding of the ways in which researchers can use the right approach to understand the emerging complex data context. Originality/value Several insights regarding the literature on thematic analysis were identified, including the current conceptualisation of thematic analysis as a dynamic approach. Understanding thematic analysis through phenomenology provides a basis on which to undertake a whole range of inclusive approaches that were previously undifferentiated from a quantitative perspective.

Understanding the process of meanings, materials, and competencies in adoption of mobile banking

“…Well-reputed studies were used as a baseline of best thematic analysis practice (Naeem & Ozuem, 2021a , b ; Ozuem et al, 2022 ). These studies highlighted that thematic analysis allows researchers to find keywords, codes, themes, and rich insights that can help to develop an inductive research framework (Naeem & Ozuem, 2021a , b ; Ozuem et al, 2022 ); therefore, this study used thematic analysis as it allowed the extraction of subjective realities and the development of a research framework on social practices of MB adoption during the fearful environment of COVID-19 pandemic. Other studies that applied a social constructivist approach were also consulted (Azemi et al, 2019 , 2020 ).…”

Tattoos as symbols – an exploration of the relationship between tattoos and mental health

“…The next stage of systematic data coding was also undertaken independently by both researchers and involved each researcher inductively analysing each participant’s responses and highlighting what were felt to be salient components of the data related to the focus of the research. During this process, the focus of the analysis was not to quantify words but rather explore the dominant ideas and reflections within the data (Wilson et al , 2022). The researchers then met to share their initial codes and undertake the next stage of analysis involving generating the initial themes.…”

Redesigning workspace at Adobe: an Indian perspective

“…The recorded interviews were transcribed in the full, and deductive content analysis was used to analyze them (Clarke and Braun, 2016). The answers were categorized by separating the negative and positive perceptions of workplace change according to the successful process factors in the literature (Ozuem et al , 2022) and then bringing together all the expressions of the same meaning and theming them. Thematic analysis was adopted as the main analysis tool combined with coding techniques to identify the structure of the interview results and relationships among the coded contents (Saldaña, 2013).…”

“…Therefore, this approach fits the Redesigning workspace at Adobe research objective of this study, which is to study value parameters (themes) that drive change in workplace design and analyze the insights (content) gathered from experts (CRE manager and facility manager in this case) in Indian office space through qualitative research. Following the approach used in a similar study, exploratory research design provides flexibility to conduct future exploration with limited available information, as in this case, there is little research available in the context of workplace transformation and successful workplace change management in the CREM function of Indian office space (Ozuem et al, 2022;Anthony et al, 2019;Saldaña, 2013). 4.1.1 Qualitative analysis.…”