CMMI Improves Qualitative Research Understanding in Thematic Analysis Session

In June 2026, the Center for Management and Marketing Innovation (CMMI) continued its Qualitative Research Series with Part 3 titled “Uncovering Hidden Patterns: The Art & Science of Thematic Analysis”. The session aimed at strengthening qualitative research competencies among postgraduate students, academics, and researchers.

The session featured Ts. Dr. Anusuyah Subbarao was the invited speaker, who shared practical insights into the application of thematic analysis in qualitative research. Participants were introduced to key stages of the process, including data familiarisation, coding, theme development, refinement, and the presentation of findings.

Through an interactive sharing approach, participants were guided on how to systematically analyse qualitative data and identify meaningful patterns while maintaining research rigour and credibility. Real-world examples were also used to illustrate how thematic analysis can be applied effectively across different research contexts.

Organised by Assoc. Prof. Ts. Dr. Lilian Anthonysamy, Chairperson of CMMI, the programme was supported by Dr. Yeo Sook Fern, Director of COE–BIC, and Dr. Stany, Co-chair of CMMI, it concluded with participants gaining a clearer understanding of how to interpret qualitative data more effectively, supporting their efforts to produce more structured and insightful research outputs.