Qualitative coding is a foundational analytical method in qualitative research, where researchers assign meaningful labels or codes to segments of data, such as interview transcripts, video clips, or field notes, to identify recurring themes and patterns across participant responses. The process typically moves through multiple passes: initial open coding to capture surface-level observations, followed by axial coding to group related codes, and selective coding to build overarching themes that answer the research question. In consumer and market insights contexts, qualitative coding allows CMI and research teams to move from hundreds of individual participant voices to structured, stakeholder-ready findings. When applied rigorously, it produces traceable, evidence-backed outputs where every theme connects directly to the participant language that generated it.