Qualitative data is information that is in language form. In other words, it is the survey data that is obtained in response to open-ended questions. First, all qualitative survey data is categorized into one or more themes. Coding can be characterized as an iterative process. Statistical software packages such as those employed by the NBRI platform are particularly invaluable to this process.
Content analysis can also be performed using sentiment analysis that uses pre-loaded themes to sort and organize written comments. This is particularly valuable for extremely large data sets.