The Theme builder tab enables you to explore relationships between your tagged observations, and then create themes based on these relationships. The data in the theme builder updates automatically whenever you create a session, add an observation or add a tag within that study.
However, you’ll get the most out of exploring trends in your data once you’ve tagged a substantial number of observations, so we suggest doing this first.
There are 4 layers of filters you can use to ‘ask questions’ and spot patterns in your observations: session name, segments, tags, and tasks if you’ve set them up. You can use one or more of these types depending on what you are looking to discover.
Sessions lets you exclude entire sessions from the analysis. Got data from a participant that you’re not confident about? Leave it out for now until you can follow up.
Segments makes it simple to include or exclude multiple sessions based on the participant segment you created earlier. Only want to see data from people who matched a specific persona or used an iPhone? You can do that here.
Tags help you spot connections across all your included sessions and segments, and is where the real power of Qualitative Insights lies. As an example, you might spot lots of observations that are tagged with both ‘frustrated’ and ‘login’, hinting that there’s a potential issue with your login screen.
Tasks lets you see all the observations that were captured during your pre-set usability testing tasks. For example, if you wanted to see how all your participants fared during Task 2, you can filter your observations by Task 2 only.
Select a tag in the Theme Builder to display all related observations on the right. As soon as you select a tag, you can create a theme by clicking ‘Save this theme’ and naming it.
In our example study, we’ve selected the segment High user and certain sessions.
We could create a theme with just these sessions and segment at this stage, or we can leave it unnamed for now and explore a few more relationships before committing.
The tag you’ve selected will influence part of what the Theme Builder shows you next. The list of tags will still display the number of observations each tag appears on, but it’ll now also display the number of observations each tag has in common with your selected tag.
You can refine your search by combining multiple tags. Once you have existing filters applied, the numbers next to the other tags will now indicate how many observations you might see if you combine them.
► indicates how many observations this tag may have in common with your existing filters, i.e. narrowing with this tag.
◀ indicates how many additional observations this tag will add to your existing filters, i.e. broadening with this tag.
The chord diagram is a visual way to easily explore the relationships between your tagged observations and find key themes. You can choose to view all your tags, or exclude the ones you may not be interested in exploring right then and there.
