Are you a researcher ready to move beyond surface-level themes and dive deeper into your customer feedback within projects? In this introductory lesson, you will learn about three core concepts that work together to help you uncover deeper insights in your project: tags, data fields, and project views.

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Finding themes with tags

You’re likely already familiar with tags, but let’s solidify their core purpose in projects.
  • What are tags? Tags are thematic labels that you apply to your highlights. They help you categorize the content of your data. Think of them as a way to answer the question, “What is this user talking about?”
  • Primary use case: The main goal of tagging is to group related highlights from across all of your interviews and calls. By grouping highlights with a tag like “Onboarding Confusion” or “Feature Request,” you can quickly see patterns and identify recurring themes that you’ve identified as important to track.
  • Organizing your tags: As you create more tags, you can organize them on tag boards. You can group related tags (e.g., all tags related to “Usability”) and color-code them for easy visual scanning throughout our project.

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Capturing context with data fields

Data fields are the next layer in building a robust analysis structure. They provide essential context about your original data source.
  • What are data fields? Fields are structured metadata that you apply to your notes (the entire interview transcript, document, or survey response). They help you categorize the source of your data. Fields answer the question, “Who is this data from?” or “What are the circumstances of this data?”
  • The Key Difference: Tags vs. Fields
    • Tags describe the content within a piece of data (e.g., a specific quote about a “payment issue”).
    • Fields describe a piece of data as a whole (e.g., the participant’s Role is “Manager” or the Interview Date was “July 15th”).
  • Common use cases for fields:
    • Demographics: Role, Persona, Company Size, Country
    • User attributes: Plan Type (e.g., Free, Pro, Enterprise), NPS Score
    • Research context: Research Method (e.g., Interview, Survey), Interviewer, Date

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Creating focused perspectives with project views

Project views are where the magic happens. They bring your tags and fields together, allowing you to slice and dice your data with precision.
  • What are project views? A view is a saved filter of your data. Instead of manually applying the same filters over and over, you can create a dedicated view to instantly see a specific subset of your highlights or notes.
  • Primary use case: Views allow you to store related data in a single place for mix-method analysis and focus your analysis on a specific segment without losing the broader context. You can create views to compare and contrast how different user groups feel about certain topics by filtering by your tags and data fields.