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This chapter deals with qualitative data. While everyone is familiar with the idea of interviewing and observing, actually collecting qualitative data is not as easy as it might first appear to be. In fact, when doing qualitative work, it is easy to become overwhelmed by the amount of information collected. However, with some purposeful planning, piloting, and practice, the student can avoid some of the pitfalls associated with qualitative data collection. Focusing on qualitative interviews and participant observation, the chapter introduces some of the common issues that arise when gathering qualitative data and offers useful advice concerning the planning and practice of collecting data ‘in the field’.

This chapter evaluates thematic analysis (TA), which is one of the oldest and most widely used qualitative analytic method across the social sciences. TA is a flexible method for identifying and analysing patterns of meaning — ‘themes’ — in qualitative data, with wide-ranging applications. The method has a long, if indeterminate, history in the social sciences, but seems likely to have evolved from early forms of (qualitative) content analysis. TA is now more likely to be demarcated and acknowledged as a distinct method; however, confusion remains about what TA is. The popularity of TA as a distinct method received a considerable boost from the publication of Using Thematic Analysis in Psychology by social psychologists Virginia Braun and Victoria Clarke in 2006, which has become one of the most cited academic papers of recent decades.