Introduction to Content Analysis

Content analysis is a technique in qualitative research used to understand and interpret the meaning of textual material.

It is a method that is particularly useful for analyzing the content of interviews.

Why Use Content Analysis?

The core of content analysis is to extract and understand the deeper meaning of text. By focusing on both content and context, content analysis aims to provide a comprehensive summary of a topic while preserving the text's original informational value. This makes it possible to identify and compare themes, patterns, and differences in the text, which is crucial for understanding its full meaning.

Example of Content Analysis Application

Let's take a practical example. Imagine we have a series of transcribed interviews from Swedish business leaders about their views on workplace digitalization. Our task is to understand the central themes, opinions, and insights that emerge in these interviews.

By using a data-driven content analysis, we begin by carefully examining the interviews to identify recurring concepts and statements related to digitalization. We mark these segments and reduce them to more concentrated formulations. Then we group these reduced expressions into subcategories, for example "Benefits of digitalization", "Challenges", and "Future visions". Each subcategory then becomes a building block in our overall understanding of the material.

Finally, we combine these subcategories into broader categories and create an overall view between the categories. This can, for example, include insights about how business leaders view the balance between working on-site or remotely, or how they perceive AI's impact on digitalization.

In this way, we can create a detailed and nuanced picture of the opinions from our interviews.

Transcribing Interviews

To apply content analysis to interviews, we need to transcribe the interviews to get them in text format that can be worked with. This is where tools like Klang.ai come into play. We help you by automatically transcribing interviews from video meetings, dictaphones, or phone calls. You then automatically get your interviews transcribed, summarized, and help to continue analyzing them in the system. If you want to test the service, create a free account on Klang.ai and see how it works.