Stuck on Braun and Clarke’s thematic analysis? Here’s how to actually build your themes
If you’re knee-deep in Braun and Clarke’s reflexive thematic analysis and have hit a wall with theme development - welcome to the club. Sticky notes everywhere? A spreadsheet of 247 codes? That nagging question: “Wait, what even is a theme?”
You’re not alone. And you’re not doing it wrong.
Theme generation is one of the trickiest stages of thematic analysis, but also one of the most misunderstood. Let’s clear things up, calm things down, and help you move forward with confidence.
Why you’re struggling (and why that’s normal)
PhD students often think there’s a ‘correct’ set of themes hiding in the data, just waiting to be discovered if you squint hard enough. Like magic eye pictures from the 90s. Remember them? No? Just me? Nevermind!
But that’s not how reflexive thematic analysis works.
Themes don’t emerge - you build them. You are actively constructing themes based on:
Your research questions
Your theoretical framework
Your unique lens as a researcher
There is no single “right” answer. What matters is that your themes are meaningful, well-supported, and linked to your research aims.
What is a theme?
Let’s keep it simple: A theme is a pattern of shared meaning that helps answer your research question.
It’s not just a bunch of codes that sound similar. It’s a story running underneath the surface of your data, something that reveals insight, tension, struggle, or contradiction.
🧩 Think of it this way: Your codes are puzzle pieces. A theme is the picture that emerges when those pieces come together in a meaningful way.
Step-by-Step: How to move from codes to themes
Let’s get practical.
Step 1: Lay out your codes
Use NVivo, Excel, Word, or a wall full of sticky notes - whatever works for your brain. Start grouping codes that seem connected.
BUT! Ask yourself:
Are these codes similar in meaning, or just in wording?
What’s the deeper idea here?
What connects these codes in a way that tells a story?
Don’t pressure yourself to get it perfect. It’s messy. It’s meant to be.
Step 2: Keep your research aims visible
Literally. Print them. Tape them to the wall. Tattoo them on your soul. Just kidding on that last one!
Ask:
How does this theme help answer my research question?
What’s the connection between this cluster of codes and my broader goals?
Themes are not just cool observations. They need to do something.
Step 3: Let your themes evolve
Your first draft won’t be your final set of themes. And that’s a good thing.
You can:
Merge two themes together
Split one theme into several
Rename a theme as its meaning develops
Throw one out completely (or file it in a “discarded themes” doc)
Let’s say for example, you start with a theme called Work-Life Balance. Fine, but vague. As you dig deeper, you realise it’s really about the pressure to always be available - so you rename it Precarious Boundaries and the Myth of Balance. That’s got teeth.
Common mistakes
Let’s save you some pain. Watch out for these traps:
❌ Vague or generic themes: “Communication Issues” is too broad. Be specific. What kind of communication? What’s the tension?
❌ Mistaking topics for themes: Just because people talked about something doesn’t make it a theme. Ask: What does this tell me about power, identity, meaning, or struggle? For example, if participants talked about team meetings, that’s a topic. But if they were silenced or excluded in those meetings, now you’ve got a theme - Speaking But Not Heard: Power and voice in organisational communication
❌ Overlapping themes: If two themes are saying the same thing, combine them. If they’re completely disconnected, ask if they belong in the same analysis.
How many themes should you have?
There’s no strict rule, but in a PhD project, 3 to 5 strong themes (plus sub-themes if needed) usually works well. Each theme should be:
Clearly defined
Supported with rich data
Distinct from the others
Directly connected to your research question
This is a “quality over quantity” situation. Always.
Reminder: It’s meant to feel messy
If you’re sitting in a theme-chaos tornado right now, feeling like none of it makes sense - you’re not broken. You’re exactly where you should be.
The key is to keep asking better questions:
What does this theme mean?
What does it say about the world I’m researching?
Why does this matter?
Want step-by-step help with your analysis?
If you're doing reflexive thematic analysis and need more than just advice - grab my Braun and Clarke Guide.
It’s a no-nonsense, PhD-friendly workbook that:
Walks you through each of the six phases
Gives you reflection prompts and examples
Helps you turn your chaos into clarity
Check out the Reflexive Thematic Analysis Guide here.
It’s helped hundreds of students finish their analysis. It can help you too.
Not ready to buy yet but still need my help? Then check out my free Braun and Clarke Starter Kit here.
Final thought: you’re a theme builder, not a theme detective
Themes don’t live inside your data like hidden treasure. They’re built by you - the researcher. With your lens. Your brain. Your heart.
So stop worrying about whether your themes are “right.” Ask if they’re:
Meaningful
Useful
Connected to your aims
That’s what makes them strong.
You’ve got this. One messy, glorious theme at a time.