Demystifying the Memo: Turn Qualitative Data into Real Insight

Feeling lost in a sea of interviews, codes, and notes? You’re not alone. In this video, we demystify analytic memoing—the most powerful and misunderstood tool in qualitative research. Learn how memos transform raw data into ideas, when to write them (spoiler: from day one), and how to overcome the dreaded blank page. You’ll also discover a simple five-part memo structure and the four main types of memos that keep your analysis sharp and evolving. By the end, you’ll see memoing not as another task—but as the bridge between collecting data and creating meaning.