How to conduct qualitative analysis

Qualitative analysis can help you make sense of the feedback your app is getting. Learn how to sort and organize your mobile app reviews so that you won’t be overwhelmed by them. Instead, you will be able to use them for your app’s benefit.

What is qualitative analysis?

Qualitative analysis goes beyond mere numbers. It looks at the reason for those numbers.

For example, app downloads is an important metric to keep track of, but do you know what causes users to install your app?

Or how about your app’s daily active users. If this number takes a dip, do you know why?

These questions can be answered with qualitative analysis.

Qualitative vs quantitative

Quantitative analysis is the opposite of qualitative. Quantitative analytics looks at metrics, such as:

  • App downloads;
  • Conversion rates;
  • User retention rate;
  • Uninstalls,
  • And more.

Although these numbers are necessary, they don’t provide sufficient insight on their own. They need the assistance of qualitative analysis.

With user recordings and touch heatmaps, qualitative analysis examines how users are interacting with your app. These tools show you the kind of performance your app provides and reveals if your app is causing any user frustration.

Mobile app reviews are another great source for qualitative analysis. Both positive and negative reviews provide useful information that can help you improve your app.

Important Note: An app store review and an app rating are not the same. The app rating is a quantitative evaluation of your app’s quality, while an app store review provides specific feedback about why users like your app or how your app has disappointed them.

Qualitative analysis of mobile app reviews

Although helpful, looking at app reviews can be overwhelming. How are you supposed to know where to start?

Luckily, review analysis can be broken down into the simple steps described below.


Put each app review’s information into a spreadsheet. Create a field for feedback and another field for coding each review. You will see what this code is for in the next step.


Each review must be assigned a code, which is based on the type of issue being expressed in the review. First, create a table that lists each code and describes what those codes mean.

If you don’t yet know what types of issues you will find in the reviews, read about a quarter of them to get an idea. This should help you create your codes. You can always add new codes if additional issues arise while you are reading through the rest of the reviews.

After setting up your code table, read through every app review and assign the correct code to each one.

Taking direction

One of the biggest problems with user reviews is it can be difficult to decide which problem to tackle first. Coding all the reviews in a spreadsheet helps you prioritize the issues in order of importance.

You can prioritize by:

  • Frequency – Which code was used most often?
  • Severity – Which code represents the most serious problem?

As you resolve these issues, your app will provide a better user experience. When you use qualitative analysis to improve the performance of your app, its metrics will also improve.

Now do you see how quantitative and qualitative analysis work together? Just as you need the former, you also need the latter.

You really can’t get around it. Qualitative analysis is required if you want to make users happy with your app.

You can get more useful information like this from AppRankCorner. With a library of articles about apps and digital marketing, you will learn all you need to know to make your app a success.