Step 2—map interviewees into variables

Once the variables have been identified, you should label the value extensions for each variable.

For some variables, this extension is continuous and we label two extreme and opposite values. For example, for an e-commerce application, the values of a variable called reasons to buy can range from only when necessary to for pleasure.

For other variables, continuous variation is impossible and we can use multiple choice options. An example would be the variable payment preference that could have the options installment, cash only or cash even without discount.

You now have to map each research participant within those value extensions of each variable. The best way is to see all participants for one variable and then move on to the next. The most important is to position each participant relative to the other participants. Absolute position accuracy is less significant.