Several comments can share a word while describing different experiences. Theme-finding should preserve the distinctions that could change the design response.
IDEO.org's Find Themes method looks for patterns within shared research learning. IDEO.org Design Kit — Find Themes.
Compare the underlying meaning
For a character study, comments about comfort might concern touch, familiarity or an interaction. Keep those meanings distinguishable instead of turning them into one broad instruction to make the item softer.
Check the contrary case
Look for observations that do not fit the proposed theme. They may suggest a boundary or another interpretation. A theme organises qualitative learning; it does not establish a population-wide preference or excuse removing conflicting evidence from the record.
Source reviewed 25 October 2026. Interpretation and original diagrams: PLUSHIP / Qunhe. Examples are illustrative.
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