How to code qualitative data using Braun & Clarke’s Reflexive Thematic Analysis (RTA)
If you’re using Braun and Clarke’s reflexive thematic analysis, coding is often the stage where things start to feel overwhelming.
Questions start piling up:
What exactly counts as a code?
How detailed should my coding be?
Am I coding too much… or not enough?
How do I know if I’m doing it “right”?
If you’ve ever looked at your transcripts and thought “I have absolutely no idea what I’m doing”, you are not alone.
Coding is one of the stages that most qualitative PhD researchers struggle with.
The good news is that coding in reflexive thematic analysis (RTA) doesn’t require perfection. It’s an exploratory and interpretive process.
In this blogpost, we’ll walk through:
what coding is in thematic analysis
how to code qualitative data step-by-step
examples of coding in reflexive thematic analysis
common mistakes to avoid
If you want a full overview of Braun and Clarke’s approach, you might also find my structured framework helpful - Braun & Clarke Reflexive Thematic Analysis Guide.
What is coding in thematic analysis?
In Braun and Clarke’s reflexive thematic analysis, coding is the process of identifying meaningful features in your qualitative data.
You label segments of data with codes that capture something interesting, relevant, or conceptually important.
Think of coding like placing tags or labels on parts of your data.
Each tag marks something that might matter for answering your research question.
For example, imagine a participant says:
“I felt ignored during meetings.”
Possible codes might include:
exclusion
feeling overlooked
lack of communication
The code captures one aspect of meaning in the quote.
It’s not the full interpretation yet. It’s simply identifying something that may later contribute to a theme.
Coding in reflexive thematic analysis is interpretive
One important thing to understand about reflexive thematic analysis is that coding is not mechanical.
You are not simply categorising words. You are interpreting meaning.
Different researchers might code the same quote differently, depending on their research question, theoretical perspective, and analytic focus.
For example:
Quote:
“The training sessions were confusing and I didn’t know who to ask for help.”
Possible codes:
lack of clarity
organisational support issues
confusion about procedures
unclear training processes
All of these could be valid.
Coding in qualitative research is not about finding the single correct answer. It’s about developing interpretations that help you understand the phenomenon you’re studying.
Step-by-step: How to code qualitative data
In Braun and Clarke’s framework, coding usually happens during Phase 2 of thematic analysis.
Here is a simplified version of the process.
Step 1: Familiarise yourself with the data
Before coding, you need to become deeply familiar with your dataset.
This usually involves:
reading transcripts several times
noting early observations
identifying interesting patterns
Coding works best when you already have a strong sense of what your data is about.
Step 2: Identify meaningful segments of data
Next, start identifying parts of the data that feel relevant to your research question.
These might be:
sentences
phrases
paragraphs
short extracts
You are looking for segments that express something meaningful about the experience, process, or phenomenon you are studying.
Step 3: Assign a code
Once you identify a meaningful segment, attach a label that captures its meaning.
Example:
Participant quote:
“I really appreciated how my manager checked in with me regularly.”
Possible codes:
feeling supported
regular managerial contact
workplace support
feeling valued
Each code highlights a slightly different interpretation.
That’s completely normal in reflexive thematic analysis.
Step 4: Continue coding across the dataset
Work through your data systematically.
You may generate dozens or even hundreds of codes depending on your dataset size.
Don’t worry about perfection at this stage.
The goal is to capture interesting patterns, not to create the final structure.
Coding evolves during analysis
One of the biggest misconceptions about coding is that your initial codes need to be perfect.
They don’t. Coding evolves as your understanding deepens.
For example:
Original quote:
“The training sessions were confusing and I didn’t know who to ask for help.”
Initial codes:
confusion
lack of guidance
lack of support
Later in the analysis you might refine these.
Perhaps:
confusion
lack of organisational clarity
Or you might split codes into:
lack of technical support
lack of emotional support
This kind of revision is a normal part of reflexive thematic analysis.
Common coding mistakes in thematic analysis
Overcoding
You don’t need to code every single line.
Some data simply won’t be relevant to your research question.
Focus on meaningful segments, not every word.
Using vague codes
Avoid codes like:
“miscellaneous”
“other”
“general comment”
Even if your code feels messy or imperfect, give it a specific descriptive label.
You can refine it later.
Confusing codes with themes
This is one of the most common mistakes.
Codes and themes are not the same thing.
Codes are small units of meaning.
Themes are broader patterns that connect multiple codes together.
Think of it like this:
Codes = puzzle pieces
Themes = the picture created when pieces connect
Coding for hours without breaks
Coding is cognitively demanding work.
Many qualitative researchers experience coding fatigue.
Take regular breaks.
Some of the biggest insights in qualitative analysis often happen away from the screen.
Want step-by-step support with Braun & Clarke’s Reflexive Thematic Analysis?
If you’re using Braun and Clarke’s reflexive thematic analysis in your qualitative research, coding is only one part of the process.
Many PhD researchers find it challenging to connect all the stages together - from familiarisation, to coding, to theme development, and finally writing up the analysis clearly.
That’s exactly why I created my Braun & Clarke Reflexive Thematic Analysis Guide.
It’s a practical, step-by-step guide designed specifically for qualitative PhD researchers. Inside, you’ll find structured guidance and worksheets that help you:
move from raw qualitative data to meaningful codes
develop strong, coherent themes
understand what reflexive thematic analysis actually requires
avoid common mistakes in qualitative analysis
confidently explain your analytic process in your thesis
Instead of second-guessing every stage of the analysis, you’ll have a clear roadmap to follow.
You can explore my Braun & Clarke Reflexive Thematic Analysis Guide here.
Join my email community
If you’re navigating qualitative research and want practical guidance on, thematic analysis, thematic literature reviews, research paradigms, and qualitative PhD writing, you might also like to join my email community. You can sign up here - Join the Degree Doctor email community.