Qualitative data analysis methods are essential in service design as they allow designers to interpret and make sense of the complex and subjective nature of human experiences and behaviors. They provide designers with a structured approach to analyzing and interpreting data gathered from various research methods such as interviews, focus groups, and observations. They include:

• Thematic analysis: This involves identifying and analyzing themes or patterns within qualitative data. Researchers code and categorize data into themes based on their relevance and frequency. For example, in a study on customer satisfaction with a restaurant experience, themes could be identified as food quality, service quality, ambiance, and price.
• Content analysis: This involves analyzing the content of communication to draw inferences and identify patterns and trends. Researchers examine text, images, and other forms of communication to identify themes, patterns, or trends. For example, content analysis might be used to identify common topics and sentiments expressed by users on a particular social media platform.
• Narrative analysis: Here, researchers analyze the language, structure, and content of narratives to identify common themes or patterns. For example, in a study on the experience of cancer patients, narrative analysis could be used to identify common themes like coping strategies, support systems, and quality of life.
• Discourse analysis: Researchers analyze the language, context, and social norms to understand how power and meaning are constructed through discourse. For example, in a study on public perceptions of climate change, discourse analysis could be used to identify how language is used to frame the issue and construct different perspectives.
• Framework analysis: In this method, researchers use predetermined categories or themes to organize the data and identify patterns or themes. For example, in a study on team member satisfaction within a workplace, a framework could be developed with categories like work-life balance, pay and benefits, opportunities for growth, and work environment.^[1]