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Ozuem, W, Willis, M and Howell (2022) Thematic analysis without paradox: sensemaking and context, Qualitative Market Research: An International Journal

The paper addresses the widespread use of thematic analysis in qualitative research while acknowledging its criticism for being methodologically limited and ineffective. It highlights a need for a better understanding and application of thematic analysis, especially in the face of big data environments. Ozuem et al (2022) propose integrating a descriptive phenomenological perspective to address the validity issues associated with thematic analysis. Key points covered in the paper include: Critiques and Misunderstandings: Thematic analysis has faced criticism due to its perceived limitations and researchers' uncertainties in applying it effectively. Some researchers lack understanding of its methods and how it fit within a phenomenological framework. Research Paradigm and Method Choice: The effectiveness of thematic analysis depends on the researcher's choice of research paradigm. The paper discusses the challenges posed by the diverse types of qualitative data analysis and the temptation to use quantitative methods, especially with large textual data. Validity Concerns and Interpretation: Thematic analysis aims to identify and describe ideas within data rather than quantifying them. However, ensuring validity and conducting effective thematic analysis remain challenges, especially when interpretations are influenced by pre-existing theories or paradigms. Descriptive Phenomenology Integration: Ozuem et al propose integrating descriptive phenomenology to address the limitations of thematic analysis. It suggests a dynamic and evolving approach to thematic analysis underpinned by descriptive phenomenology, allowing for continuous refinement and interpretation of themes.

The step-by-step process of dynamic thematic analysis outlined in this section involves the following stages:

1)	Scoping and Excavation: Researchers delve into the data beyond surface meanings, immersing themselves to identify key terms and main themes, considering the subjective realities of participants and connecting them to existing literature.

2)	Data Segmentation: Qualitative data is segmented into short paragraphs at the start of new topics, focusing on participants' lived experiences and exploring different wordings with similar messages.

3)	Manifestation and Categorisation: Data is coded under specific categories, each with a basic definition, exemplars, and language strings. This stage sets the foundation for further analysis, allowing exploration of patterns among categories.

4)	Developing and Refining Categories and Themes: Researchers ensure consistency between themes and collected data, reviewing previous literature to assess alignment or contradictions. They also check for theme uniqueness and avoid repetition.

5)	Meaning-Making and Consolidation: Analysis extends to discussing and interpreting categories and themes in relation to research questions, illustrating arguments or scenarios, and providing answers supported by evidence. Consideration is given to the conceptual depth criteria, ensuring resonance with existing literature and testing for external validity.

Key Contributions The paper suggests that dynamic thematic analysis, combined with descriptive phenomenology, enhances understanding of social constructions and shared realities. It highlights the importance of a critical dynamic approach for researchers aiming to understand their research from a phenomenological and social constructionist perspective. While existing frameworks like Braun and Clarke's (2006) offer flexibility, they lack guidance for researchers seeking a phenomenological perspective. This study emphasizes scoping, excavation, and segmentation to achieve richer understanding and consistent categories and themes. The proposed process enriches thematic analysis by integrating a dynamic approach with descriptive phenomenology, providing valuable insights for qualitative researchers aiming to understand complex social realities.

Source: Ozuem, W, Willis, M and Howell, K (2022) Qualitative Market Research: An International Journal Vol. 25 No. 1, 2022, pp. 143-157