In case you don’t already find it difficult enough to analyze and report on qualitative research, here’s a tip to make it even harder: start too soon.
One thing that I’ve noticed about myself – you may have experienced this as well – is that, once I’ve read a novel or seen a movie, it takes me some time to work out for myself what I thought about it. It’s very hard for me to make a judgement or express a coherent opinion immediately. But, after a while, my thoughts start to take shape.
Similarly, I’ve noticed that if I try to start analyzing qualitative research data immediately upon completing the research, it’s really a struggle. However, if I wait a couple of days between conducting research and beginning my analysis, the task is much easier. It turns out, I’m not unusual. We need some time for the brain to absorb and internalize information, particularly large bodies of ambiguous, disorganized data (like qualitative research). This phenomenon actually has a name: it’s called consolidation. It’s an internal, cognitive process that involves converting short term memory to long term.
People often say that they have a terrible problem with procrastinating before starting a task. Maybe they do, but it’s also possible that they’re simply consolidating the information they need to draw upon to execute that task, and so they’re actually not ready to begin. Unfortunately, because consolidation is not something of which we are consciously aware, they don’t realize this, and they attribute their delaying to some sort of dreadful character flaw.
For the most part, you can’t rush consolidation, but there are things you can do that might move things along a bit faster. There’s data that indicates getting enough sleep is one. Taking good notes while the research is underway, and then reviewing those notes afterwards seems to help me. I also find that watching video footage of the research and reviewing key research documents such as discussion guides, stimuli, transcripts, etc., helps as well. But, ultimately, consolidation is still going to take as long as it takes—it really doesn’t care about your schedule.
I’m going through some consolidation right now having just returned from the QRCA Annual Conference which took place last week in Austin TX. It was a great event; I attended multiple presentations and roundtables, and stuffed my head full of valuable information. However, despite the conference ending on a Friday, it wasn’t until the following Monday that I was really able to start thinking clearly about what I had learned. At that point, I was able to ruminate on what I had seen and heard and what I planned to do with that knowledge.
So, here’s my suggestion: give yourself a break—literally. If at all possible, after an activity that involves absorbing a lot of information, ALLOW yourself some time to consolidate. Do something else for a day or so. If you’re like me, you don’t lack things to do, so just focus on other priorities for a little while.
If you absolutely cannot take a pause between the completion of your research and beginning your deliverable, it’s a good idea to plan for that. Creating templates in advance and retaining a report writer can both be good options. ANOTHER POSSIBILITY: See if a quick, short topline report will suffice while you’re taking a bit more time to create the full, final deliverable.
Consolidation really is a thing. If you plan for and take advantage of it, it can be your secret weapon—you’ll do better work, and you won’t drive yourself crazy. But if you pretend it doesn’t exist, it can become your worst enemy.
In case you don’t already find it difficult enough to analyze and report on qualitative research, here’s a tip to make it even harder: start too soon.