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What thematic analysis does

Thematic analysis groups AI-generated findings under your research objectives. Use it to explore patterns and possible explanations, then check the interview evidence behind them. Thematic analysis grouped under a research objective, showing finding cards each with a video thumbnail, a headline conclusion about price anchors, and a summary of the supporting evidence Findings are generated from relevant interview summaries. This is a synthesis, not an exhaustive listing of everything participants said. Some objectives may produce no themes when relevant evidence is missing or no themes are found.

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Open the findings

Open Thematic analysis in the study navigation. Analysis must be available for the study and you need permission to view it. Uploaded studies do not expose this page through the study navigation. Each research objective contains theme cards with a title and description. Cards may also have an associated quote reel and related facets. While generation is running, the page shows a processing state.

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Inspect a theme

Open a theme to read its full description and review the available quote reel, individual clips, and related charts. Check quotes in their original interview context before treating them as evidence for a broader claim. When you have study editing permission, you can edit the theme’s description. Editing the wording does not collect new evidence or change what participants said.

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Curate evidence

Use the heart control to favorite a useful theme. Hide a theme to remove it from the normal overview; Show hidden themes lets you find it again. Hiding a theme does not delete its source interviews. See Quote reels for adjusting clips, rendering, and downloading reels. Media and download availability depend on the source recording and your permissions. Related facets can help quantify a theme. Inspect the category definition, sample base, and source behind a chart. A selected quote illustrates a view; it does not establish how common that view is. Use Question coding for a systematic question-by-question review and segment comparisons.

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Regeneration and limitations

The regenerate control beside a research objective requests new insights for that objective. Regeneration replaces that objective’s existing themes, associated reels, and summary. Preserve any work you need before regenerating. Reporting recalculation permission is required. Review existing outputs after hiding or removing interviews. Do not assume a previously generated theme, description, or saved clip has been rewritten automatically. If sensitive or unsuitable evidence appears in an output, remove it from that output and check any shared copies. AI findings may miss minority views or misinterpret context. Check counterexamples as well as supporting quotes, especially for small samples.