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You have gathered qualitative data - interviews, focus group, open remarks, what next? Next comes the phase of entering qualitative data analysis, the process by which you transform rich and unstructured data into themes, patterns and stories. You could code the responses, find common ideas, draw concept maps or write narrative summaries all these techniques assist you in making sense of the qualitative mess. This is not pure data organization but rather interpretation of meaning, identification of relationships and making of conclusions which lead to decision making. In either an academic or a business situation, being a master of qualitative analysis puts your conclusions above the level of mere chatter into a sense of purposeful knowledge.