This is that story, and more importantly, this is the method that changed how I approach qualitative data.

In the Beginning

You have carried out your user interviews and research, but what do you do with the messy data you have gathered? How do you make sense of it and use it to make informed decisions?

I recently carried out a user discovery on a new feature we shipped. I grouped users into three categories because we needed to understand users at every phase of the journey and see how each step was perceived.

I started by gathering users across the different groups and creating a research plan, which I shared with the customer research team for vetting. A process was then set up for interview slots, and the journey began. But in reality, this was only the beginning.

Making Sense of the User Groups

Dividing users into groups wasn’t just for structure. It was the only way to get a complete picture of the journey.

Each group represented a different stage. Group one had completed the process. How did you complete it, and what were the hurdles you had to cross, if any? Group two was still in the process.

Are you experiencing similar hurdles or a different one entirely? Group three hadn’t started the process. What prevents you from starting this flow?

Understanding every stage helps uncover pain points and how to make the flow seamless for users throughout the cycle.

A single user group would have collapsed very different experiences into one. We would have missed the fact that blockers at the start of the journey are completely different from blockers at the end.

Carrying Out the User Interviews

Before the first call, make sure you have recording and transcription enabled on your meeting platform. Get approval from the user upfront. This is non-negotiable.

A plan? Check. Interviews scheduled? Check. Now this is where you start to acquire data.

A bunch of user interviews are lined up for the week; the interesting part is where you ask questions and listen to your users talk. Because you have a plan set up with your question bank, it makes it easier, but a user may say something you are not expecting, and it is important to ask follow-up questions to dig deeper.

We have AI infused into our meeting platform, so recording and transcribing were seamless. Tools like Otter.ai, Fireflies, or even the built-in transcription on Google Meet and Zoom work well here. The transcript becomes your best friend in the next phase. Trust me on that.

The Storm Before the Calm

Phew. The interviews are done, and it has been quite a week. Twenty calls across three different user groups, and now I am sitting with a folder full of transcripts and recordings staring back at me.

Here is the thing nobody really tells you about user research. The interviews are actually the fun part. You are in a flow state, asking questions, listening, picking up insights in real time. Post-interview is where the actual work comes in. You have raw data and have to analyse and draw insights from it.

I opened the first transcript. Then the second. By the fifth one, I already had contradicting information.

A user from group one said the process was straightforward. A user from group two said they had no idea what they were supposed to do at the exact same step. Both were right. They were just at different points in their journey.

But reading transcript by transcript, it is genuinely hard to hold it all together.

I needed a way to find patterns from these conversations without losing the nuance. That is when I turned to thematic analysis.

Introducing Thematic Analysis

Thematic analysis is a way to form patterns from qualitative data. You break down your data into labels called codes, and then group those codes into bigger themes.

Here is how I approached it. I gathered all the transcripts and read through them, coding and labelling each one.

A code is simply a short label that captures what a user is saying or feeling at that point. For example, a user said, “It took me 5 minutes to complete,” and the code for that was completion time. Another said, “One thing I like is that delivery is swift”, and the code was ‘merchant satisfaction’. Another said, “I don’t think anyone should have issues filling the information”, and the code was ‘perceived difficulty’.

Doing this across 20 transcripts, you start to pick up patterns. The same ideas are showing up just in different words. That is your signal.

Next is to group similar codes into themes. Codes like completion time, perceived difficulty, and document readiness all pointed at the same underlying problem.

They became one theme: Activation Friction. Where you have a cluster of related but distinct codes under one theme, those become sub-themes, a way of preserving the detail without losing the bigger picture.

By the end, I had 8 themes that cut across all three user groups. What made this powerful was seeing which themes were universal across the journey and which ones were specific to a particular stage.

Where AI Fits In

Now let’s address what everyone is thinking. Reading through twenty transcripts? Three groups? Coding responses manually? This sounds like a lot, and this is where AI can come in to make your work significantly easier.

Once I had my transcripts ready, I fed them into an AI tool. ChatGPT works well for this, as does Claude or a dedicated research tool like Dovetail.

I prompted it to code responses, identify similar phrases, and flag recurring sentiments. What would have taken me an entire day was done in a fraction of the time.

Here is something important, though. AI gives you a strong starting point, not a final answer. The interpretation of what those patterns actually mean for your product still sits with you. You handle the thinking.

From Themes to Product Insights

Having 8 themes is a good feeling. But themes alone don’t ship features. The next step was turning what I found into something the team could actually act on.

I broke down each theme into four sections in my research report.

What We Heard. This section was a short summary of what users said in relation to the theme, with sample quotes to back it up. For example, under the theme of Activation Friction, quotes clustered around not knowing a document was required, or needing time to gather specific documents before completing the flow.

Why It Matters. How does this theme affect the user journey? Does it cause delayed activation? Drop-off? Frustration that only surfaces later? This section connects the theme to a real business or experience consequence.

What It Means. This is where you translate the theme into a product diagnosis. Where does the issue actually come from? Is the form too long, or is it the missing visual cues that tell users what to prepare? Are users benchmarking against a competitor’s experience? This section separates the symptom from the cause.

Recommendations. Based on everything identified, what should the team do? This is where research becomes a roadmap. Before the analysis, conversations with stakeholders were centred on surface-level fixes. After that, we were talking about the right problems.

What Thematic Analysis Changed

Honestly? It changed how I think about qualitative data altogether.

Thematic analysis gave me a process, and having a process meant I could defend my insights. Walking into stakeholder meetings, the conversation wasn’t a user seem frustrated with the journey.” It was saying “across all three user groups, activation friction and perceived difficulty were the two most consistent themes, and here is the

If you are a product manager sitting on a pile of interview transcripts right now and wondering where to start, start here. The themes are already in your data. Thematic analysis just helps you find them. The messy data was never the problem. It was always the signal.

Ethan Bennet from Sonin shares his expert insights on the essential app categories that will empower you to work from anywhere in the world.

1. Communication Apps

Slack

Ethan says, ‘Slack is a messaging app for teams, allowing real-time communication and collaboration. Slack keeps remote teams connected and organized with features like channels, direct messaging, and file sharing.

Microsoft Teams

Microsoft Teams is a comprehensive communication platform that integrates with other Microsoft Office apps. It offers chat, video conferencing, file sharing, and project management tools, making it an excellent choice for remote teams.

Zoom

Zoom is a leading video conferencing and virtual meeting platform that enables remote teams to connect and collaborate in real time. ‘With features like screen sharing, breakout rooms, and recording, Zoom makes remote meetings easy and effective,’ shares Ethan. ‘There are many good reasons why Zoom has become so popular as a conferencing app.’

Skype

Skype is a communication tool that provides video chat, voice call, and instant messaging services. It’s a simple and reliable option for virtual meetings, interviews, and client calls, making it an essential app for remote workers.

Google Meet

Google Meet is a video conferencing app that allows you to connect and collaborate with your team. With features like screen sharing, chat, and live captioning, Google Meet makes it easy to host virtual meetings from anywhere.

2. Project Management Apps

Asana

Asana is a powerful project management tool that helps teams organize, track, and manage their work. Ethan says, ‘With features like task assignments, deadlines, and progress tracking, Asana keeps everyone on the same page, regardless of their location.’

Trello

Trello is a flexible project management app that uses Kanban boards, lists, and cards to organize tasks and workflows. Ethan explains, ‘It’s intuitive and easy to use, making it an ideal choice for remote teams looking to stay organized and productive.’

Monday.com

Monday.com is an organization system that enables teams to run projects and workflows with confidence. It offers customisable templates, time tracking, and collaboration features, making it a powerful tool for remote work.

Jira

Jira is a project management tool developed by Atlassian. Software development teams primarily use it to plan, track, and release software. With features like issue tracking, project tracking, and agile reporting, Jira is a valuable asset for remote software development teams.

3. File Sharing Apps

Google Drive

Google Drive is a cloud-based file storage and synchronization service that allows users to store, share, and collaborate on files and documents from anywhere. Ethan says, ‘Its integration with Google Docs, Sheets, and Slides makes it an essential tool for remote work.’

Dropbox

Dropbox is a popular file hosting service offering cloud storage, synchronization, and personal cloud features. With Dropbox, remote teams can easily share files and collaborate on documents, presentations, and more.

OneDrive

OneDrive is a file hosting service and synchronization service operated by Microsoft as part of its suite of Office Online services. It allows users to store files and personal data in the cloud, share files, and synchronize files across Android, Windows, and macOS devices.

4. Virtual Meeting Apps

BlueJeans

BlueJeans is a video conferencing platform that offers a seamless virtual meeting experience. With features like HD video, Dolby Voice, and real-time chat, BlueJeans enables remote teams to collaborate effectively.

Cisco Webex

Cisco Webex is a video conferencing and collaboration platform that allows teams to meet, message, and call from any device. Ethan comments, ‘With features like screen sharing, whiteboarding, and recording, Webex is an excellent choice for remote work.’

GoToMeeting

GoToMeeting is a web-hosted service created and marketed by LogMeIn. It is an online meeting, desktop sharing, and video conferencing software package that enables the user to meet with other computer users, customers, clients, or colleagues via the Internet in real time.

Ethan’s Tips To Leverage Technology And Embrace Remote Work

Tip 1: Establish Clear Communication Channels

Ethan says, ‘Set up communication channels using apps like Slack or Microsoft Teams. Clearly define how and when team members should communicate to ensure everyone stays connected and informed.’

Tip 2: Use Project Management Tools

Utilize project management tools like Asana or Trello to organize tasks, set deadlines, and track progress. This ensures that everyone knows what needs to be done and by what deadline, regardless of their location.

Tip 3: Store Files In The Cloud

Store files in the cloud using apps like Google Drive or Dropbox. This allows team members to access, edit, and collaborate on documents in real time from anywhere in the world.

Tip 4: Schedule Regular Virtual Meetings

Ethan advises, ‘Schedule regular virtual meetings using platforms like Zoom or Skype. This helps to maintain team cohesion, fosters collaboration, and provides an opportunity to address any issues or concerns.’

Tip 5: Foster A Remote-Friendly Culture

Foster a remote-friendly culture within your organization by encouraging open communication, flexibility, and trust. This will help remote workers feel more connected and engaged, increasing productivity and job satisfaction.

Ethan explains, ‘Working remotely becomes a seamless and productive experience with the right apps. Communication, project management, file sharing, and virtual meeting apps empower individuals to work from anywhere, fostering collaboration across teams and time zones.’

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This means you can participate in meetings seamlessly, even without a laptop, and enjoy a range of interactive features while leveraging the benefits of in-room audio and video conferencing.

No longer do you need to struggle with finding a laptop for every meeting even when on the move. Google Meet companion mode now helps you to seamlessly join meetings directly from your mobile device, eliminating the need for a bulky laptop.

This newfound flexibility is particularly valuable in scenarios where space is limited, allowing you to contribute effectively without feeling physically restricted.

Again, companion mode facilitates discreet participation during large in-person gatherings like town halls or all-hands meetings. Gone are the worries about disrupting the flow with raised hands or whispered questions. Instead, you can now leverage the mobile app’s intuitive features, such as virtual hand raises to subtly express your presence and engagement.

Speaking of engagement, companion mode comes with a punch in this department too. You can now easily check into the room and be identified by your name, ensuring clear visibility within the meeting.

Feeling a surge of agreement or amusement? QSimply share an emoji reaction without interrupting the speaker’s flow. Need to share your thoughts? Raise your hand digitally, ensuring your turn comes without causing a stir.

For those requiring extra support in following the conversation, live captions provide convenient subtitle access through your mobile device. You can also exchange messages with other attendees for quick clarifications or side discussions, all within the familiar interface of your phone.

And lastly, staying visually engaged with presentations becomes a breeze thanks to the ability to view and zoom in on content directly on your mobile screen.

In essence, Google Meet companion mode on mobile enhances your phone into a powerful collaboration tool, enabling you to participate actively, discreetly, and effectively in hybrid meetings – all without the need for a laptop. It’s a welcome addition that promises to enhance the flexibility and inclusivity of hybrid work environments.

No admin setup is required, and the feature is automatically enabled by default. Simply join a meeting through the green room using companion mode on your mobile device. Detailed instructions and a helpful video guide are available in the Google Meet Help Center.

Your microphone will automatically be muted to prevent audio feedback. It’s recommended to use the meeting room’s audio and video hardware for the best experience.

The feature is being rolled out gradually. Rapid Release domains will see it within 15 days starting February 12, 2024. For Scheduled Release domains, the rollout begins February 27, 2024, also taking 15 days to complete.

Ensure you have the minimum required app versions of Android; Meet (229.0+), Gmail (2024.01.28+) and iOS; Meet (225.0+), Gmail (6.0.231231+).

All Google Workspace customers, including Individual users and individuals with personal Google accounts, can access companion mode on mobile devices.

These platforms have emerged as go-to solutions for remote collaboration, so, let’s analyze their features and functionalities, shedding light on how they shape the remote work landscape.

Zoom: Where Simplicity Meets Versatility

Zoom’s hallmark is its user-friendly interface, making it accessible to both tech-savvy professionals and those new to remote collaboration.

Video Conferencing: Zoom’s high-definition video and audio quality stand out. It supports large meetings and webinars, making it a popular choice for businesses of all sizes. Virtual backgrounds and touch-up filters enhance the meeting experience.

Screen Sharing: Sharing screens on Zoom is a breeze. From desktops to mobile devices, participants can effortlessly share their screens, fostering real-time collaboration. Zoom allows sharing a specific application or even just a portion of the screen

Integrations: Zoom offers integrations with popular productivity apps like Slack, Trello, and Google Drive. This seamless connectivity streamlines workflow management.

Security Measures: Zoom has addressed security concerns that surfaced in its early days. Features like end-to-end encryption, meeting passwords, and waiting rooms ensure meetings remain secure.

Microsoft Teams: The All-in-One Collaboration Hub

Microsoft Teams is part of the Microsoft 365 suite, making it a comprehensive solution for businesses deeply integrated into the Microsoft ecosystem.

Video Conferencing: Teams supports video meetings for up to 300 participants. Its integration with Outlook simplifies scheduling.

Screen Sharing: Teams offers screen sharing with features like annotation and remote control, enhancing collaborative efforts during meetings. Users can share their entire screen or specific windows, with a built-in whiteboard feature.

Integrations: The strength of Teams lies in its integration with Microsoft’s suite of tools including SharePoint, OneDrive, and Outlook. Seamless transitions from chats to document editing in Word or Excel are a big plus.

Security Measures: Teams adheres to Microsoft’s robust security protocols, ensuring data remains protected. Multi-factor authentication and data loss prevention are notable features. It encrypts data both in transit and at rest, and allows for granular access controls, ensuring data protection.

Google Meet: The G Suite Companion

Google Meet is Google’s answer to remote collaboration, designed to complement its G Suite of productivity apps. 

Video Conferencing: Google Meet offers high-quality video meetings for up to 100 participants, with features such as real-time captions and noise cancellation.

Screen Sharing: Screen sharing in Google Meet is straightforward. It enables screen sharing with options to choose between sharing the entire screen or only specific tabs or applications.

Integrations: While Google Meet may have fewer integrations than its competitors, its strength lies in its connection to Google Drive and other G Suite apps, enabling efficient scheduling and file sharing and seamless document collaboration.

Security Measures: Google Meet’s security features include encryption in transit and at rest, as well as security measures like meeting locks and meeting moderation controls to prevent unauthorized access to meetings.

The Changing Work Landscape

As the COVID-19 pandemic forced organizations around the world to adopt remote work policies, these virtual meeting tools became essential for business continuity. They enabled teams to collaborate effectively, ensured continued communication with clients, and facilitated online education and training.

Even as the world gradually returns to normalcy, remote work is here to stay. The remote collaboration tools provided by Zoom, Microsoft Teams, and Google Meet will continue to play a vital role in shaping the future of work.

In conclusion, Zoom, Microsoft Teams, and Google Meet are all powerful remote collaboration tools, each with its unique features and strengths. The choice of which tool to use ultimately comes down to individual requirements and preferences. 

As Will Smith says in the underrated romantic comedy Hitch, “Life is not the amount of breaths you take, it’s the moments that take your breath away”.

So, here are five Google resources you can use to plan the perfect Valentine’s Day and show your significant other the love and appreciation they deserve:

1. Book a romantic getaway

With several countries and airlines recently announcing an ease in travel restrictions , Valentine’s Day is the perfect excuse to spoil yourself and your significant other with a dream trip to a romantic destination.

Make this Valentine’s extra special and explore the best locations for a couple’s escape, find the best flights, hotels, vacation rentals, and romantic activities you can do with your partner using Google Travel which can help you easily plan every aspect of your getaway.

2. Find the perfect spot for an unforgettable date night

Looking to treat your partner to a candlelit dinner, a romantic picnic in the park, or a night out at the movies but don’t know where to go that’s outside of your usual stomping grounds?

With Google Maps you can find new places, restaurants and experiences right at your fingertips using features such as the Explore tab which provides you with a list of local locations and activities to choose from.

Narrow down your search by using the search bar. Once you’ve found what you’re looking for you can use the star rating for that location, find its distance from where you are, locate opening and closing times, as well as photos and reviews from people who have visited before it.

You can then save that location and select it on the day to easily navigate the best routes that will get you there on time without hitting traffic or congestion.

3. Prepare an intimate evening with your distanced partner

Unfortunately, whether it be because of work or you’re just in a long distance relationship, you might not be able to be with your significant other on Valentine’s Day. But, being apart on the most romantic day of the year doesn’t mean you can’t celebrate the day with them at all.

With video-conferencing platforms like Google Meet you can video chat with your better half and spend some quality time together, even while you’re apart.

If you want to go the extra mile to make your video call special, you can liaise with their friends or family to set up some rose petals, candles, food and drinks to create a romantic atmosphere where they are in time for your special call.

4. Set the mood with an enchanting (or passionate) playlist

If you want to set the right mood on Valentine’s Day, then you need to create a romantic ambience and nothing does this better than music. But, nothing takes you out of the mood faster than when the wrong song plays.

To make sure you’ve set up the right atmosphere, for the day or night, whether you’re on your way out or having a romantic night in, create a playlist on YouTube Music by simply opening YouTube, find and click on the video you want to add, select save under the video and click on “create new playlist”.

You can then name your new playlist and make it either public or private and easily add new videos to your playlist from the dropdown menu.

YouTube Music also allows you to collaborate on a playlist with someone and this could be a nice activity for the two of you.

5. Get the perfect gift to show your affection

No Valentine’s Day is complete without a gift for your sweetheart. Whether you’re simply looking to get your other half some chocolates and flowers, or something a little more extravagant to spoil them, you can quickly find the perfect gift at the best price on Google Shopping – even if you’ve forgotten and need to get something for them at the last minute!

If Google Search Trends are anything to go by, it’s clear that Nigerians love love from these top trending Valentine’s Day-related search trends for the past year.

Search trends information is gleaned from data collated by Google based on what Nigerians have been searching for and asking Google.

Google processes more than 40 000 search queries every second. This translates to more than a billion searches per day and 1.2 trillion searches per year, worldwide.

‘Top searches’ indicate searches that topped Google’s charts while ‘Most searched’ queries are the most popular terms for the past 15 years, ranked in order by volume of searches. Live search data is available on the Google Nigeria Trends site.

If you’ve already gone off track , adopting technology can help ensure you achieve your goals.. Here are seven ways that technology can help you conquer 2022.

1. Stay motivated, ask Assistant: One way to make sure that you stay on track with your set goals is to stay consistently motivated. Using your mobile device or phone, simply ask Google Assistant: “Hey Google, how do I stay motivated?” You will get a list of suggestions from how to regularly review your goals, how to find mentors, how to surround yourself with positive people and how to exercise among other motivational tips. 

2. Set reminders, be punctual: If you’re looking to be more punctual this year,  set reminders so you don’t lose track of time. You can easily create reminders with the help of Google Assistant. Using your mobile device or phone, simply say, “Hey Google, set a reminder”, or “Hey Google, remind me to attend a meeting at 7am.”  Google Assistant will go on to set a reminder and send you a notification when it is close to the time. This way, you can be sure that you will always be on time.

3. Eat healthy, count calories:  Are you planning to start your healthy eating journey? You can search for healthy diet recipes for satisfying meals. You can also watch a variety of videos on YouTube to learn how to make healthy foods at home. Also, you can check the amount of calories in single ingredient foods by simply asking Google Assistant. For instance, you can say, “Ok Google, how many calories are in bananas?” This way, you are conscious about what you eat, whether you are trying to lose weight, gain weight or simply maintain a healthy lifestyle.

4. Keep in touch, Meet friends: The Covid-19 pandemic limited social activities like travelling, seeing friends and going out. Even with the recommendations now to ease Covid-19 travel restrictions, connecting virtually is still the adopted norm to keep in touch with friends. If you vowed to be more sociable this year, you can connect with friends and family using  Google Meet. Just set up a time to meet and share the link with your friends to join. Using Meet allows you to save time and the hassle of planning actual physical hangouts. Most of all, it is flexible as you can join meetings on the go from your mobile devices, on the Meet app or Gmail. 

5. Learn something new:  If your goal for 2022 was to increase your knowledge on a subject matter, learn new interesting things or develop a skill, YouTube videos are a treasure trove of knowledge. For instance, you can watch videos that teach you how to play an instrument, cook like a pro, learn video editing or photography. There are lots of videos on YouTube that can help you take the initiative to learn without the assistance of anyone. If you plan to accelerate your digital technology skills as well, for your business or career, the Google digital skills for Africa programme offers free online training.

6. Fitness goals, workout devices: Improve your workouts by connecting a fitness device to your Android phone. There are a host of devices from fitness watches, to heart rate monitors or foot pods that will pair with thousands of apps available in the Play Store, to help you reach your fitness goals. Throw in a YouTube playlist of your favourite songs, and you’re sure to get your heart rate up in no time.

7. Explore new destinations:  Whether you are planning to travel out of the country or just to explore more local destinations this year, Google Maps helps beyond just providing navigation, getting alternative routes and real time information about traffic jams. You can also search for exciting places such as restaurants, parks, tourist attractions, cultural sites, beaches and natural areas that you would like to visit.  

For resolutions to be successful, they should follow the SMART principle and be specific, measurable, achievable, realistic and timebound bound. Technology provides the tools for you to tackle your goals in the smartest way possible.