Given our preference for ethnography-driven techniques in user research, it is often the case that we need the support of Qualitative Data Analysis (QAD) software to help us analyse the materials we collect in the field.

Through the use of software such as Observer or Atlas.ti along with qualitative analysis techniques, the HCI team is able to cross different types of materials (e.g. interview transcriptions, photographs, video) and grasp important themes that emerge from the collected data.