The article by Naeem et al. (2023), titled “A Step-by-Step Process of Thematic Analysis to Develop a Conceptual Model in Qualitative Research”, offers a detailed and structured roadmap for qualitative researchers aiming to derive conceptual models from their data through thematic analysis. The authors address a key methodological challenge: how to systematically move from raw qualitative data to theory-informed conceptual models, especially in contexts where both inductive and deductive logics are required. To this end, they propose a six-step thematic analysis framework that is both rigorous and flexible, accommodating various philosophical orientations including constructivism, interpretivism, and post-positivism.
The six steps outlined in the study are: transcription and familiarization with data, keyword selection, coding, theme development, conceptualization through interpretation, and development of a conceptual model. The process begins with deep engagement with the data through transcription and identifying salient quotations. From there, the researcher selects meaningful keywords, which form the foundation for the next phases of coding and theme building. Each of these steps is governed by its own quality criteria, ensuring the methodological integrity of the process. To further guide researchers in each stage, the authors introduce three evaluative frameworks: the 6Rs for keyword selection, the 6Rs for coding, and the 4Rs for theming.
The 6Rs for keyword selection provide six criteria for identifying high-quality keywords from the data. The first is “realness,” which ensures that the keyword reflects the authentic lived experiences and emotions of the participants. The second is “richness,” which refers to the depth and multilayered meaning encapsulated by the keyword. The third is “repetition,” which highlights the significance of frequently occurring terms across data points. The fourth is “rationale,” which connects the keyword to theoretical constructs or frameworks used in the research, such as Protection Motivation Theory (PMT) and the Theory of Rumor Transmission (TORT). The fifth criterion, “repartee,” refers to those witty, emotionally charged, or particularly revealing keywords that capture the texture of discourse. The final criterion is “regal,” designating keywords that are central and authoritative in explaining the phenomenon under study, offering conceptual clarity and theoretical significance.
Once keywords are selected, they serve as the basis for coding. The authors propose a second 6R framework for coding. The first is “robust,” where codes must encapsulate the core essence of the data and translate it into theoretical language. “Reflective” codes go a step further by making explicit the connection between empirical data and theoretical models. The “resplendent” dimension emphasizes codes that are vivid, expressive, and context-rich. “Relevant” codes are those directly aligned with the research question and applied consistently across data. The fifth, “radical,” stresses the need for codes to be unique, non-redundant, and sometimes even challenge prevailing assumptions. Lastly, “righteous” codes must logically integrate into the broader coding structure and maintain internal consistency, thereby preserving the coherence of the analytical framework.
Theme development is the fourth stage and is evaluated using a separate 4R framework. The first of these is “reciprocal,” which requires that themes are built on interrelated codes, forming cohesive analytical categories. The second is “recognizable,” which means that the theme must emerge clearly from the data and be identifiable by others reviewing the analysis. The third, “responsive,” ensures that themes align with the overall research aims and objectives, even if they are not initially anticipated. Finally, “resourceful” themes provide meaningful insight into the phenomenon under investigation and contribute to a broader understanding or theory construction.
What makes this paper methodologically innovative is its clear delineation between descriptive and interpretive work in qualitative analysis and its insistence on transparency and conceptual rigor. In particular, the fifth and sixth steps—conceptualization and model development—elevate the process from thematic summarization to theory-building. Conceptualization involves synthesizing keywords, codes, and themes into abstract constructs supported by theoretical frameworks. The final step is the formal development of a conceptual model, in which these constructs are visually and narratively articulated to offer explanations of the studied phenomenon. The authors demonstrate how this approach was employed in their previous study on social media misinformation and panic buying during COVID-19, using both inductive and deductive logic based on PMT and TORT.
This structured thematic analysis process strengthens the trustworthiness, coherence, and theoretical contribution of qualitative research. By embedding evaluative criteria at each stage, the authors provide a replicable method for researchers across disciplines to systematically and transparently derive conceptual models from qualitative data. The framework is particularly valuable for studies aiming to bridge empirical observations with theoretical development, and it offers a robust methodology that enhances both validity and originality.
Reference:
Naeem, M., Ozuem, W., Howell, K., & Ranfagni, S. (2023). A step-by-step process of thematic analysis to develop a conceptual model in qualitative research. International Journal of Qualitative Methods, 22, 1–18. https://doi.org/10.1177/16094069231205789
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