How to Write Qualitative Findings: Themes, Quotes and Structure

Reviewed by Prof. Dr. Alexander Holtermann · Updated 16 October 2026 · 5 min read

Present qualitative findings theme by theme: state the analytic claim, support it with selected quotes, interpret them, and keep the discussion separate.

Key takeaways

Organise the findings chapter by themes or categories, not by interview questions or participants (except in case-based methods).
Each theme needs an analytic claim, evidence in the form of quotes, and your interpretation of that evidence.
Choose quotes that are vivid and representative, keep them short, and attribute them with pseudonyms or IDs.
Avoid using counts as evidence of importance in interpretive approaches; vague quantifiers should be used consistently and carefully.
Findings present what you found; the discussion relates it to the literature. Some departments allow a combined chapter.

What belongs in a qualitative findings chapter?

The findings (or results) chapter presents the outcome of your analysis: the themes, categories or theory you developed, supported by evidence from your data. It is not a summary of what each participant said and not a list of quotes. It is an argument about your data, organised so that it answers your research question.

A typical structure starts with a short overview (often a table or thematic map of all themes and subthemes), followed by one section per theme. Some students add a brief description of the participants here; many departments prefer it in the methods chapter.

Running example: your study of 12 first-generation students developed four themes: “I didn’t want to bother them” (help-seeking as a risk), “belonging in two worlds”, “working instead of joining in” and “claiming my place”.

Theme	Subthemes	Participants
1 “I didn’t want to bother them”	Unwritten rules; help-seeking as failure	Most participants
2 Belonging in two worlds	Family pride and distance; changing language	About half
3 Working instead of joining in	Time poverty; missing informal spaces	Students with paid work
4 Claiming my place	Turning points; becoming a mentor	All, at different times

How to structure each theme

A reliable pattern for each theme is claim, evidence, interpretation. Start with one or two sentences that state what the theme is about and why it matters. Then present data extracts and, crucially, comment on them: what does the quote show, what is interesting about the wording, how does it relate to other participants? End with a short link to the next theme or to your research question.

Braun and Clarke (2022) distinguish between using extracts illustratively (as examples of a point you make) and analytically (examining the specific language in detail). Both are legitimate; a good findings chapter mixes them.

Choosing and presenting quotes

Quotes are your evidence, so choose them deliberately. Select extracts that are typical for the theme, vivid and understandable without long explanation. Show range: draw on many participants, not only the two most eloquent ones, and include contradicting voices where they exist.

Keep quotes short; longer extracts (about 40 words or more) are set as indented block quotes according to most style guides
Attribute every quote with a pseudonym or ID, optionally with relevant attributes (P07, engineering, commuter)
Mark omissions with […] and clarifications with [square brackets]
Do not correct grammar or remove dialect in ways that change meaning; light editing of fillers should be stated in the methods
Never include identifying details; anonymisation applies to quotes too
Rule of thumb: your own text should clearly outweigh the quoted text

Should you count in qualitative findings?

Whether to report numbers depends on your method. In qualitative content analysis, frequencies of categories are common and useful. In reflexive thematic analysis, Braun and Clarke advise against using counts as evidence of importance: a theme mentioned by three participants can be analytically central.

Many students use vague quantifiers such as “most”, “some” or “a few”. If you do, use them consistently and define them, for example in a footnote or the methods chapter. Avoid statistical language such as “significant” or percentages for small samples, which suggest generalisation your design cannot support.

Quantifier	Possible definition for 12 participants
All	12
Most	8–11
About half	5–7
Some	3–4
A few	1–2

Findings vs discussion: keep them apart (usually)

In the classic dissertation structure, the findings chapter presents what you found in your data, with little or no reference to literature, and the discussion chapter interprets the findings in relation to existing research, theory and your research question, and covers implications and limitations.

In qualitative research, a combined “Findings and Discussion” chapter is also common, especially in interpretive approaches such as IPA or in journal-style dissertations. Both are acceptable if you are consistent. Your department or supervisor may require a specific structure; follow your university’s guidelines (you can upload them to Professor Digital so feedback follows them).

Findings chapter	Discussion chapter
What did participants say and how did you interpret it?	What does it mean in the light of the literature?
Themes with quotes and analytic commentary	Comparison with previous studies and theories
Little or no citation of literature	Many citations; implications, limitations, future research

Common mistakes in qualitative findings chapters

Examiners repeatedly see the same weaknesses. Most of them stem from presenting data instead of analysis. Check your draft against the list below. Exporting all coded segments per code or theme (for example from our free coding tool at /codieren) helps you choose quotes systematically and see which participants you have not yet represented.

Themes that mirror the interview questions (“Experiences of the first week”)
Quote after quote without commentary (“quote dumping”)
Paraphrasing a quote instead of interpreting it
Over-representing a few articulate participants
Ignoring contradictory cases
Mixing in literature so heavily that your own findings disappear
Overclaiming: generalising from 12 participants to all students

Frequently asked questions

How do you present qualitative findings?

Theme by theme: open with an overview table or map, then for each theme state the analytic claim, present selected quotes with pseudonyms, and interpret what they show.

How many quotes should I use per theme?

Usually two to five well-chosen extracts per theme or subtheme, drawn from different participants. Your own analytic text should outweigh the quotes.

Should I use participants’ real names?

No. Use pseudonyms or IDs and remove details that could identify participants, in line with your ethics approval.

Can I combine findings and discussion in a qualitative dissertation?

Often yes, particularly in interpretive approaches. Check your department’s guidelines and be consistent.

Should I report how many participants mentioned a theme?

In content analysis, frequencies are common. In reflexive thematic analysis, counts are not evidence of importance; vague quantifiers should be defined and used consistently.

Sources and further reading

Braun, V., & Clarke, V. (2022). Thematic Analysis: A Practical Guide. Sage.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.
Schreier, M. (2012). Qualitative Content Analysis in Practice. Sage.

Your university’s examination regulations and style guide always take precedence.