This chapter focuses on how to analyse non-numeric data such as interviews, focus groups, surveys, talk, text and visual data. These data include written, printed or web texts, transcripts of spoken words, field notes from observations, research memos and also images (Fairclough 2003: 3). While there are a range of data sources falling under the umbrella of ‘qualitative data’, similarly there are a range of strategies available to analyse the data. There is, however, no singularly correct way to carry out qualitative data analysis and you will need to spend time choosing an approach that suits you. Qualitative data analysis is time-consuming, interpretative and iterative; it involves close attention to detail and good organisational skills. The chapter explains how computer software, such as NVivo, can be used as a tool to help you analyse your qualitative data.