Introduction to Thematic Analysis

Centers for Disease Control and Prevention

National Center for Chronic Disease Prevention and Health Promotion

ALEX SCHWANK, MPH

OFFICE ON SMOKING AND HEALTH

EPIDEMIOLOGY BRANCH | EVALUATION TEAM

Introduction to Thematic Analysis

Office on Smoking and Health

Evaluators' Network Webinar: Beyond Numbers: A Deep Dive into Qualitative Data Collection| February 22, 2024

Disclaimer

Disclaimer: The findings and conclusions in this presentation are those of the authors and

do not necessarily represent the official position of the Centers for Disease Control and

Prevention.

PRESENTATION OUTLINE

Introduction to Thematic Analysis

Planning a Thematic Analysis

Resources

Methods for Thematic Analysis

PRESENTATION OUTLINE

What is Thematic Analysis?

• Thematic analysis is a method for

identifying, analyzing and reporting

patterns (themes) within a data set.

• A qualitative research method

than can be used to analyze

interviews, transcripts, recordings,

and narratives.

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101.

PRESENTATION OUTLINE

Key Components of a Thematic Analysis

• Data can be gleaned from key informant

interviews, 1:1 interviews, written narratives;

reports, or open-ended questions.

Data

•A clear and well-defined research question that

seeks to identify patterns and trends in the data.

Research

Question

•Outlines codes and categories used to organize

data. Deductive, inductive; dual approach.

Codebook

•Methods which the researcher/evaluator plans

to use to analyze the data. There are several

methods!

Analysis

Plan

Example question from NTCP evaluation:

• How did recipients tailor strategies and interventions

to reach intended population groups?

Example methods from NTCP evaluation:

• Conducting thematic analysis of recipient evaluation reports

with deductive codes based on evaluation questions.

Example data sources from NTCP evaluation:

• Recipient Annual Evaluation Reports

Example of qualitative codes based on NTCP evaluation:

• Deductive Codes: pre-established codes that categorize

population groups based on evaluation questions.

• Inductive Codes: creating a code about a barrier multiple

recipients noted in their reports when discussing tailoring

strategies.

PRESENTATION OUTLINE

Why Use a Thematic Analysis?

✓ Thematic analysis, like other qualitative methods, can provide

insight into the perceptions, values, opinions, and community

norms of a population.

✓ In program evaluation, thematic analysis can be helpful when we

want to diagnose what went right or wrong in a process

evaluation.

✓ A method of formative research to explore which contextual

factors are related to health behaviors.

✓ When used in conjunction with quantitative studies, thematic

analysis can confirm, challenge, or deepen the validity of

conclusions that either component might have demonstrated

alone.

Source: Collecting and Analyzing Qualitative Data | Epidemic Intelligence Service | CDC

PRESENTATION OUTLINE

Methods for Thematic Analysis

Byrne, D. (2022). A worked example of Braun and Clarke’s approach to reflexive thematic analysis. Quality & quantity, 56(3), 1391-1412.

Coding Reliability

✓ Using a structured

codebook to reach

consensus among

multiple researchers.

✓ Develop co-occurring

codes to understand how

two or more concepts are

related.

✓ May include use Cohen’s

Kappa to measure degree

of agreement

Codebook Approach

✓ Analyzing data using a

framework of pre-existing

identified themes (i.e.,

deductive themes).

✓ Framework Analysis: guiding

analysis based on conceptual

farmwork (e.g., socio-

ecological model)

✓ Template Analysis: guiding

analysis based on template

with pre-existing themes

(e.g., SWOT analysis)

✓ Relies on the researcher's

interpretation of the data

based on theoretical

assumptions and analytical

skills of the researcher.

✓ An iterative approach with

the creation of inductive

codes (i.e., generating

themes)

Reflective Approach

PRESENTATION OUTLINE

Methods for Thematic Analysis

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101.

Six Phases of

Conducting Thematic

Analysis (Braun &

Clark, 2006)

Phase Examples of Procedure for Each Step

1. Familiarization

Transcribing data: reading and re

-reading; noting

down initial codes

2. Generating Initial Codes

Coding interesting features in the data in a

systematic fashion across the data set, collating

data relevant for each code

3. Search for Themes

Collating codes into potential themes, gather all

data relevant to each theme

4. Involved Reviewing Themes

Checking if the themes work in relation to the

coded extracts and the entire dataset; generate a

thematic map

5. Defining and Name Themes

Ongoing analysis to refine the specifics for each

theme; generation of clear names for each theme

6. Producing the Report

Final opportunity for analysis selecting

appropriate extracts; discission of analysis; relate

back to the research question or literature;

produce report.

PRESENTATION OUTLINE

Pros and Cons of Thematic Analysis

Source: Collecting and Analyzing Qualitative Data | Epidemic Intelligence Service | CDC

Pros Cons

• Offers a way to obtain detail, nuance,

and depth to the data collected

•

Allows researchers to “hear the

voice” of the subjects

•

Great for exploratory and formative

research

•

Time and skill intensive

•

Cannot provide representative or

generalizable findings

•

Subjective over objective

•

Often requires small, purposively

selected samples

PRESENTATION OUTLINE

Software for Thematic Analysis

References/Resources:

1. The CDC Field Epidemiology Manual: Collecting and Analyzing Data: Collecting and

Analyzing Qualitative Data | Epidemic Intelligence Service | CDC

2. Byrne, D. (2022). A worked example of Braun and Clarke’s approach to reflexive thematic

analysis. Quality & quantity, 56(3), 1391-1412.

3. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research

in psychology, 3(2), 77-101.

4. QDA Software Comparison Chart (NYU Libraries) Comparison chart of QDA software from

NYU Library's LibGuide

5. CDC Coffee Break: Using Nvivo to analyze qualitative data. CDC Coffee Break: Using NVivo

to analyze qualitative data

6. Practical Strategies for Health Equity Researchers to Enhance Analytic Rigor and Generate

Meaningful Insights From Qualitative Data.

https://www.cdc.gov/pcd/issues/2022/22_0134.htm

7. Centers for Disease Control and Prevention. Excel Tool Tutorial #6: Thematic Analysis

(Email textanalysistool@cdc.gov to obtain a copy of the tool). Note: this is meant for

emergency response and outbreak investigations.

https://www.youtube.com/watch?v=cWty6e18j0k&t=2s

Centers for Disease Control and Prevention

National Center for Chronic Disease Prevention and Health Promotion

The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.

Office on Smoking and Health

ALEX SCHWANK

RTV3@CDC.GOV

Thank you!