The theme builder on the Themes tab enables you to explore relationships between your tagged observations, and to then create themes based on these relationships. As your study progresses, the top 5 themes — those with the most observations — will be displayed on your Results Overview page, and will be your study's key findings or action points.
Note: If you’re not on a paid plan, you can explore your data and identify patterns but you won’t be able to save the result as a theme.
The data in the theme builder updates automatically whenever you create a session, add an observation, or add a tag within that study. You will, though, get the most out of exploring trends in your data once you've tagged a substantial number of observations, so we suggest doing this first.
Filter to explore your data
There are 3 layers of filters you can use to ‘ask questions’ and spot patterns in your observations: Session name, segments and observation tags. You’ll use one of more of these types depending on what you are looking to discover.
‘Session’ lets you exclude entire sessions from the analysis. Got data from a participant that you’re not confident about? Leave it out for now till you can follow up.
Segments make it simple to include or exclude multiple sessions based on the segment tags you created earlier. Only want to see data from people who matched a specific persona or used an iPhone? You can do that here.
Finally, observation tags help you spot connections across all your included sessions and segments, and is where the real power of Reframer lies. As an example, you might spot lots of observations that are tagged with both ‘frustrated’ and ‘login’, hinting that there’s a potential issue with your login screen.
Select tags to create a theme
Select a tag in the Theme Builder to display all related observations on the right. The tag you select will no longer be available in the Theme Builder. As soon as you select a tag, you can create a theme by clicking 'Save this theme' and naming it.
In our example study, we've selected the tag T2_Navigation because it's the most common tag in the study so far. Now, only the 17 observations tagged with T2_Navigation are shown in the right hand column.
Using the theme builder
Select a tag in the theme builder to display all related observations on the right. The tag you select will no longer be available in the theme builder. As soon as you select a tag, you can create a theme by clicking 'Save this theme' and naming it.
In our example study, we've selected the tag Task2_Navigation because it's the most common tag in the study so far. Now, only the 18 observations tagged with Task2_Navigation are shown in the right hand column.
We could create a theme with just this tag at this stage, or we can leave it unnamed for now and explore a few more relationships before committing.
Narrow and broaden your selection to explore relationships and create themes
The tag you've selected will influence part of what the theme builder shows you next. The list of tags will still display the number of observations each tag appears on, but it'll now also display the number of observations each tag has in common with your selected tag.
Narrowing your selection
When we look at the tag Frustration in our study, we can see that it's attached to 3 observations that also have the Task2_Navigation tag:
Therefore, to narrow our selection of observations, we select the 3 so that only those tagged with both frustration and Task2_Navigation will be displayed on the right. The tag frustration will appear inside the square brackets above our list.
We could now choose to create a theme with these 3 observations, and name it something like "Participants frustrated by our Task1 Navigation".
Broadening your selection
Instead of narrowing our selection, we could broaden it by selecting other tags. When we do this, observations that contain both tags and either tag will be displayed. In our example study, we could select the 12 observations with the tag Task1_Login.
When we select the ‘suggestion’ tag, the observations in our list are now tagged with one or the other, or both. The new tag is now in a dotted outline above our list, separated from our original tag with ‘OR’.
Our new list contains 20 observations out of the total of 104 over the whole study. We could now decide to save this theme, seeing as we’re on a paid plan.