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Discourse Analysis with Examples: A Researcher's Guide

Discourse Analysis
with Examples: A
Researcher's
Guide
Understand discourse analysis better with detailed examples
to uncover deeper meaning in user research.
By
Theertha Raj

January 20, 2025

As UX researchers, we often collect hours of interview

transcripts and wonder: how do we make sense of all this
conversation data? Discourse analysis offers a powerful way
to uncover hidden meanings and patterns in how people talk
about their experiences. This guide will show you how to use
discourse analysis in your research, with practical examples
from UX and design research.

What is the discourse analysis method of

research?
Discourse analysis is a qualitative research method that
studies how people use language to create meaning and
shape social reality. Unlike basic content analysis that just
counts words or themes, discourse analysis methods examine
HOW people talk about things - their word choices,
assumptions, and the cultural context that influences their
communication.

A discourse analysis example might look at how different

users describe their frustrations with technology. Some might
use mechanical metaphors ("it's broken", "it's not working"),
while others use emotional language ("it's frustrating", "it
makes me feel stupid"). These patterns reveal deeper insights
about how users relate to technology.
How to sample for discourse analysis?
Sampling for discourse analysis requires careful thought about
what conversations or texts will best answer your research
questions. Unlike quantitative methods that need large
random samples, discourse analysis works well with smaller,
purposefully chosen samples.

For UX research, good sampling might include:

1. Interview transcripts from users across different

experience levels
2. Customer support chat logs or emails
3. Social media conversations about your product
4. Product reviews and feedback
5. Team communication about design decisions

The key is selecting rich examples of natural language use

that capture authentic experiences and perspectives. Quality
matters more than quantity - even a single in-depth interview
can yield valuable insights through discourse analysis.

How do I write a discourse analysis?

Writing a discourse analysis involves three main steps.

1. Identify patterns and themes

First, read through your data multiple times to spot recurring

patterns in how people talk about the topic. Look for:

 Common metaphors or analogies

  Repeated phrases or terms
 Assumptions about what's "normal" or "right"
 Things that go unsaid or are taken for granted
 Emotional language and tone
2. Analyze the context

Next, consider how the broader context shapes these

patterns:

 Who is speaking and to whom?

 What's their relationship and power dynamic?
 What cultural beliefs or values influence how they
communicate?
 What's the setting and purpose of the communication?
 How might different audiences interpret these messages?
3. Connect to larger meanings

Finally, interpret what these patterns reveal about:

 How people make sense of their experiences

 What assumptions and beliefs shape their perspectives
 Power dynamics and social relationships
 Cultural values and norms
 Implications for design and user experience

What is an example of discourse analysis

research?
Let's look at three detailed examples of discourse analysis in
UX and design research contexts.
Example 1: Analysis of user frustration
language
This discourse analysis research example examines how
users describe their struggles with a new project management
tool.

Data: 15 user interviews with project managers learning new

software

Key patterns identified:

 Users frequently used battle metaphors ("fighting with the

system", "conquering the learning curve")
 Self-blame language when describing difficulties ("I must be
doing something wrong", "I'm not tech-savvy enough")
 Contrasts between "old way" and "new way" of working
 Passive voice when describing system issues ("things get lost",
"files disappear")

Analysis: This example of discourse analysis reveals how

users' language reflected their relationship with technology.
The battle metaphors suggest they see the software as an
adversary rather than a tool. Self-blame language indicates
internalized beliefs about technology competence, particularly
among older users.

Design implications:

 Need to shift messaging from "powerful features" to "working

together"
 Add more confirmatory feedback to build confidence
  Revise error messages to avoid triggering self-blame
 Create more bridges between familiar and new workflows

Example 2: Content and discourse analysis

qualitative research example
Let’s say that an example study analyzes how design teams
communicate about accessibility in Slack channels and
meeting transcripts.

Data: 6 months of team communications about accessibility

features

Key patterns identified:

 Accessibility discussed as "extra" or "additional" rather than

core requirement
 Passive voice used when discussing accessibility needs ("it
should be considered")
 Economic arguments emphasized over ethical ones
 Different language used when discussing known users vs.
abstract "users with disabilities"

Analysis: The discourse reveals how team attitudes toward

accessibility are shaped by organizational priorities and
distance from actual users. Economic framing suggests
accessibility is seen as a business decision rather than a
fundamental right.

Design implications:
  Need for more direct contact between designers and users with
disabilities
 Reframe accessibility in product requirements documents
 Create new shared vocabulary around inclusive design
 Shift team discussions from compliance to universal design
principles

Example 3: Customer support interaction

analysis
This example discourse analysis examines patterns in how
users and support staff communicate about technical
problems.

Data: 100 customer support chat transcripts

Key patterns identified:

 Users employing emotional language vs. support staff using

technical terms
 Support staff "translating" user descriptions into technical
language
 Repetitive patterns in how users narrate their problem-solving
attempts
 Different assumptions about what constitutes a "solution"

Analysis: The discourse reveals a communication gap

between users' lived experiences and technical support
frameworks. Users tell stories about their struggles, while
support staff seek to categorize issues within their technical
understanding.
Design implications:

 Train support staff in acknowledging emotional experiences

 Create shared vocabulary for common issues
 Revise support scripts to better match user language
 Design system messages to bridge technical and user
perspectives

Best practices for discourse analysis in

UX research
To get the most value from discourse analysis:

1. Record and transcribe interviews verbatim, including

pauses, tone, and non-verbal cues. Using a research
assistant like Looppanel can help immensely with this.
2. Pay attention to what's not said as much as what is said
3. Look for patterns across different types of
communication (interviews, support tickets, social media)
4. Consider how power dynamics and relationships
influence communication
5. Connect language patterns to concrete design
recommendations
6. Validate your interpretations with other researchers and
stakeholders
7. Use discourse analysis alongside other research
methods for fuller understanding

Conclusion
Discourse analysis offers powerful insights into how users
think about and experience technology. By paying attention to
the subtle patterns in how people talk about their experiences,
we can uncover deeper understanding that leads to better
design decisions.

The examples above show how discourse analysis can reveal

hidden assumptions, communication gaps, and opportunities
for improvement. While it requires more intensive analysis
than simple content coding, the rich insights make it a
valuable tool in the researcher's toolkit.

Remember that discourse analysis is as much art as science -

it requires careful attention to context, critical thinking, and
openness to multiple interpretations. With practice, it becomes
a powerful way to understand the human side of technology
use and design more empathetic solutions.

Frequently Asked Questions (FAQs)

How is discourse analysis different from content
analysis?

While both methods analyze text data, they serve different

purposes. Content analysis focuses on identifying and
counting specific themes or topics, while discourse analysis
examines how language is used to create meaning and social
reality. A discourse analysis example might look at how
different stakeholders talk about a product feature, revealing
power dynamics and assumptions that wouldn't be visible
through simple content analysis. Content analysis tells you
what people are talking about; discourse analysis reveals how
they think about it.

What software can I use for discourse analysis?

While specialized software like NVivo or [Link] can help

organize and code data, discourse analysis relies heavily on
human interpretation. A discourse analysis research example
might start with software to organize transcripts and mark
patterns, but the real insight comes from careful reading and
interpretation. Tools like Looppanel can help with transcription
and initial organization, but the core analysis needs human
expertise to understand context and meaning.

How long does discourse analysis take?

A content and discourse analysis qualitative research example

might take several weeks to complete properly. The exact
timeline depends on your data volume and analysis depth. For
a typical UX research project analyzing 10-15 user interviews,
expect to spend 2-3 weeks on careful analysis. This includes
multiple readings of the data, pattern identification, contextual
analysis, and interpretation. While it takes longer than simple
content analysis, the rich insights justify the investment.

How do I validate my discourse analysis findings?

Validation in discourse analysis isn't about statistical

significance but about credibility and thoroughness. An
example of discourse analysis validation might include sharing
your interpretations with other researchers, checking your
findings against existing research, and validating patterns
across different data sources. It's also valuable to present
your analysis back to participants or stakeholders to see if
your interpretations resonate with their experiences.

Can discourse analysis be combined with other

research methods?

Yes, discourse analysis works well as part of a mixed-

methods approach. For example discourse analysis might
examine how users talk about their experiences, while
usability testing observes their actual behavior. This
combination provides both deep understanding of user
perspectives and concrete interaction data. The key is
choosing complementary methods that address different
aspects of your research questions.

What is discourse analysis in simple terms?

Think of discourse analysis as studying the story behind how

people talk about things. A discourse analysis example might
look at how employees discuss remote work - some might
frame it as "freedom" while others talk about it as "isolation."
These patterns reveal deeper beliefs and attitudes that affect
how people experience their work environment.

What is content and discourse analysis in qualitative

research?

Content and discourse analysis qualitative research example

often combines counting what people say with understanding
how they say it. For instance, when analyzing app reviews, we
might count how often users mention "speed" while also
examining whether they talk about it as a technical issue ("app
loads slowly") or an emotional one ("wastes my time"). This
dual approach provides both measurable patterns and deeper
insights.

What are common examples of discourse?

Discourse shows up everywhere people communicate. In UX

research, common examples include how users describe their
problems in support tickets, how team members discuss
design decisions in meetings, or how companies write their
error messages. A discourse analysis research example might
examine how different user groups talk about privacy - tech-
savvy users might use technical terms while others use
metaphors about walls and barriers.

What is discourse analysis in real life?

Discourse analysis helps us understand everyday

communication patterns. One example of discourse analysis
in practice is studying how people describe their morning
routines with smart home devices. Some might portray the
technology as a helpful assistant ("she turns on my lights"),
while others maintain distance ("the system activates"). These
patterns reveal different relationships with technology.

What is an example of context and discourse

analysis?

Here are three examples:

1. Analyzing how customers switch between formal and

casual language when chatting with support bots versus
human agents
 2. Studying how design teams talk differently about
accessibility in public presentations versus private
meetings
3. Examining how users' description of technical problems
changes before and after receiving help
What is an example of a research question in
discourse analysis?

An example discourse analysis research question might be:

"How do different generations of users describe their
trust/distrust in AI-powered features?" This question explores
both what users say and how their language choices reveal
underlying attitudes and experiences.

What is content analysis in qualitative research

example?

A simple content analysis might track recurring themes in user

feedback about a new feature. For instance, analyzing survey
responses about a mobile app's navigation might reveal that
40% mention "confusion," 30% discuss "speed," and 25% talk
about "layout." This provides quantifiable insights that can
complement deeper discourse analysis of how users describe
these experiences.