After interpreting KDS’s case, I became aware what issue the company is facing and how am I going to take advantage from dataset to solve problems sensibly. Our first discussion proved to assist me to do the coding more confidently. I kept in mind what I am going to look for as I read through. I highlighted the elements I believed were going to benefit my analysis. After going through couples of transcripts, I started to see the patterns of factors that appeared relevant to KDS’s issues. So I classified them with symbols, this is also useful to recall my deductive codes during coding. When I looked through my codes at later stages, my symbols really help me to understand significant points easier. I also wrote memos along the way. I wondered at various points, that there must be reasons why respondents mentioned certain things. I always believed that if I could examine their body language, tone of voice, and eye contact, these elements might help me to analyse more effectively. I also believe that time and place also effect the answers. If I can come up with questions myself, it would be even better.