Deep exploration using the tweet content, the username of the sender, the time, the tweet type, the number of retweets, the associated hashtag, the location coordinates, … Twitter and NVivo an Efficient Pair in the Qualitative Coding Technique Data is mandatory to understand and explain social phenomena Social media monitoring is a poor substitute for in-depth qualitative research How to take advantage of the social media to conduct valid and reliable research? Qualitative methods Interviews Documents Observations … Knowledge Coding, memoing, critical incidents, content analysis, discourse analysis, … Coding is for sure the most popular employed technique in qualitative research Coding Open coding Axial coding Selective coding 1 2 3 Code text units (a word, a part of a sentence, a sentence). Regroup codes in emerging categories. Develop the discovered categories in defining properties and dimensions Create links between emerging categories Deep exploration of core categories 1 Using Twitter as a qualitative data source is a new phenomenon Collect data on Twitter with NCapture (NVivo) Open coding with NVivo 2 Code the tweet, the username of the sender, the time, the tweet type, the number of retweets, the associated hashtag, the location coordinates, … Axial coding with NVivo 3 Create links between categories using the tweet content, the username of the sender, the time, the tweet type, the number of retweets, the associated hashtag, the location coordinates, … 4 Selective coding with NVivo The pair Twitter and Nvivo offers new opportunities to researchers. Localization information, retweets information or user profiles are some concrete examples