In this paper, we first describe our concept of “hybrid data analysis” for textual
data and how we distinguish this concept from the related concepts of triangulation
and mixed methods. Second, we illustrate the concept of hybrid data analysis using
a research project in an Austrian bank. Third, we critically reflect on the value and
shortcomings of a hybrid approach and how a software application such as GABEKWinRelan
can support data analysis and interpretation.