Ideally, you should start thinking about the analysis phase early in the process — before the research has even started. Remember that your research goals and hypotheses allow you to stay on track during your main analysis and find relevant answers.

Imagine your research goal is discovering why your customers abandon a shopping cart. In this scenario, you’d likely have certain assumptions about the rationale behind this behavior and would look for certain variables when analyzing research data.

At this stage, you can also create tags or codes that will help you categorize and identify data according to your research goals at the final stages. For example, if you're testing the usability of a landing page, you may create codes like "Navigation," "Aesthetics," "Critical errors," "Recommendations," and other pain points that you might discover during the study.