Hourglass analysis: Flow between top-down and bottom-up thinking for better customer insights

Break free from analysis paralysis. Hourglass Analysis is a pragmatic approach to qualitative data analysis that intentionally incorporates top-down (deductive) and bottom-up (inductive) thinking. Katherine will share a recent case study about how she has applied this framework to research on how Wise customers use the Swift network, which led to a mindset shift in how the team thought about Swift as an opportunity. We’ll explore how to leverage hypotheses, deep dive into data, when to apply AI tools to the hourglass, and how to know the right moment to “flip” the hourglass. You will walk away with a reliable and adaptable framework that can be applied to everything from in-depth customer interviews to team retros.