Anyone use NVivo for qualitative data analysis?

22 Jul 2011 - 10:38am
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I'm wondering if anyone has had experience working with NVivo to analize and extract data related to qualitative research of user experiences. My company is in the process of forming a dedicated UX research department and I'm curious if this is something we should really be planning for or if traditional methods and techniques are still preferred over software that appears to "automate" many of the nuances of traditional methods. If you can sight examples of projects where you've found this helpful, that would be great! Our reserach focus is on automotive consumer behavior and therefore represents a huge target audience (or many sub audiences, if you like) to address in the context of mobile, tablet & web interfaces.

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