NVivo

They did.

They conducted hours of deep interviews with these multi-generational owners, and then they fed those transcripts into a text mining software called NVivo 12.

Okay.

Data analysis?

This takes a while and particularly doing it by hand takes a lot longer.

There is a program called NVivo which can help you with this but I wanted to give manual coding a try.

Once you have collected your labelled codes, you group them into themes to tell the story of what participants are collectively reporting.

You then report your themes by strength and importance in line with your research aim.

Trying to find the thread through everything is a little bit harder than being like, "We have numbers."

Yeah, there's a whole system called NVivo that you use often if you're in academia, and you go through and you tag, and you do line-by-line coding and chunk-by-chunk coding and all that kind of stuff.

Just to give you a sense of how they got to these conversational results.

Yeah.

So it's important to make sure to capture all of that, capture it correctly and in context.

So is the process usually, like, put it through AI for, like, first draft or whatever, and then do you have to, like, move your transcripts over to NVivo or something, like, or-

Yeah, I move them into...

I'll put them...