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SAM · Social Analysis of Meaning

Qualitative depth at Big Qual scale.

Explore interviews, open-ended surveys and documents in one connected research workspace. Develop your coding, examine patterns and build findings grounded in the material.

For academic researchers, evaluation teams and the people turning qualitative evidence into decisions.

14-day trial · Sample corpora included

Start with your material

Interviews
Open-ended surveys
Documents
Social & public-source data

A connected research workflow

From research question to a richer account.

  1. 01

    Import & organise

    Bring interview transcripts, free-text responses and documents into a research project. Use SAM Collect to gather complementary public-source material.

    Explore SAM Collect
  2. 02

    Code & interpret

    Develop qualitative codes, explore sentiment and stance, and work with reviewed examples in Adaptive Coding Studio.

    Explore coding
  3. 03

    Explore & communicate

    Examine themes and narratives, map processes with Pathways, and return to the evidence as you develop your findings.

    Explore results

From voices to understanding

01 / Interview extract

“The sessions gave me the confidence to apply, though arranging childcare took some planning.”

02 / Code & interpret

ConfidencePractical access

03 / Develop a finding

Participation has personal and practical dimensions.

Return to the material. Compare experiences. Refine the interpretation.

Workflow illustration · fictional interview and interpretation

Results & interpretation

Follow the questions your material raises.

Narratives

Bring topic findings together in synthesis. Explore their development over time when dated material is available.

Synthesis · Timeline

Pathways

Prepare and review event logs, then examine routes, timing and the evidence behind a process map.

Explore Pathways

Visual analysis

Code images in Visual Coding. Explore associated media alongside Tone of Voice and Framing results.

Explore visual coding

Research position

Researcher judgement stays central.

SAM supports interpretation by making patterns visible, source material reachable, and analytical choices easier to review. It gives teams a shared place to move between overview and evidence.

Who SAM is for

Research with a clear purpose.

For health and care teams, HR and people teams, organisational researchers, charities, foundations, consultancies and teaching teams.

Academic research

Work across interviews, free-text surveys and documentary material, from exploratory reading to a structured account of your findings.

See the coding workflow

Policy & evaluation

Examine patient, staff and stakeholder experience. Support service evaluation and programme learning with traceable qualitative evidence.

Explore policy & evaluation

Resources

Build your Big Qual practice.

Explore product demos, our Analysis Guide and the Methods & Practice series.

Explore resources

Training & webinars

Bring your research question. Build your practice.

Explore the course topics and session dates.

Building Research Datasets for Big Qual Analysis: GOV.UK collection and review with narrative timeline, theme travel and network examples
Tuesday, 10 November 2026

10:30–12:00 GMT · Europe/London

Registration open

Building Research Datasets for Big Qual Analysis

Live online webinar · £60 standard / £40 student-access

Build a purposeful research dataset from online sources and imported material. Learn how a research question shapes source selection, collection boundaries and inclusion decisions, then use prepared examples to review provenance, organise material and explain what the resulting dataset can support.

  • Frame a research question that supports clear source and inclusion decisions.
  • Explain how collected and imported material contribute different kinds of evidence.
  • Review a prepared dataset for relevance, provenance, gaps and limitations.

Live online · 90 minutes, including a five-minute screen break.

Big Qual Analysis of Social Media with SAM: Network, Drift map, Theme travel, Emoji cloud and Emoji over time
Tuesday, 17 November 2026

10:30–12:00 GMT · Europe/London

Registration open

Big Qual Analysis of Social Media with SAM: Meaning, Networks and Change

Live online webinar · £60 standard / £40 student-access

Explore how people discuss issues across social-media posts, comments and conversations. Follow a workflow from a bounded collection to topic exploration, close reading and interpretation. Using prepared examples, examine sentiment and stance, investigate connections between concepts, and consider differences across sources or time periods. Learn how SAM's analytical views can support a contextual account of public discussion. A free Zoom account is required to watch the private course replay.

  • Describe the source, sampling boundaries and unit of analysis for a bounded social-media collection.
  • Use topic exploration and selected analytical views to develop a question for closer reading.
  • Explain what an entity or topic co-occurrence network represents and investigate an observation through its source records.

Live online · 90 minutes, including a five-minute screen break.

SAM training: qualitative analysis with source screenshots
Friday, 27 November 2026

10:30–12:00 GMT · Europe/London

Registration open

Qualitative Data Analysis with SAM: Interviews, Coding and Interpretation

Live online webinar · £60 standard / £40 student-access

Work through an interview-led analysis and see how its approach extends to open-text survey responses. Learn how to organise material, develop and revise codes, examine AI-supported suggestions, and connect interpretations to their source excerpts. This introductory webinar uses prepared SAM datasets to explore analytical judgement, thematic development and comparison, with time for discussion and optional guided practice throughout the session. A free Zoom account is required to watch the private course replay.

  • Explain what source, case and speaker information needs to accompany qualitative material when it is prepared for analysis.
  • Apply and refine a small coding scheme, explaining the reasoning behind a coding decision.
  • Assess automated suggestions through close reading, code definitions and consideration of alternative interpretations.

Live online · 90 minutes, including a five-minute screen break.

Big Qual Analysis of Social Media with SAM: Network, Drift map, Theme travel, Emoji cloud and Emoji over time
Wednesday, 2 December 2026

14:00–15:30 GMT · Europe/London

Registration open

Big Qual Analysis of Social Media with SAM: Meaning, Networks and Change

Repeat delivery · choose one date · £60 standard / £40 student-access

Explore how people discuss issues across social-media posts, comments and conversations. Follow a workflow from a bounded collection to topic exploration, close reading and interpretation. Using prepared examples, examine sentiment and stance, investigate connections between concepts, and consider differences across sources or time periods. Learn how SAM's analytical views can support a contextual account of public discussion. A free Zoom account is required to watch the private course replay.

  • Describe the source, sampling boundaries and unit of analysis for a bounded social-media collection.
  • Use topic exploration and selected analytical views to develop a question for closer reading.
  • Explain what an entity or topic co-occurrence network represents and investigate an observation through its source records.

Live online · 90 minutes, including a five-minute screen break.

SAM training: public source research with source screenshots
Monday, 7 December 2026

10:30–12:00 GMT · Europe/London

Registration open

Literature Reviews and Documentary Analysis with SAM Collect

Live online webinar · £60 standard / £40 student-access

Bring structure to your literature review or documentary analysis. Explore two routes into SAM: finding relevant records with SAM Collect and importing materials you already hold. Learn how to organise a focused collection, examine recurring topics, develop a coding framework and compare sources, using academic and policy examples while keeping interpretation connected to the underlying evidence and your research question. A free Zoom account is required to watch the private course replay.

  • Translate a research question into a bounded collection plan and choose a suitable collection or import route.
  • Distinguish the analytical possibilities of metadata, abstracts and full-text documents.
  • Organise selected material and apply a starting coding framework while recording the reasons for analytical choices.

Live online · 90 minutes, including a five-minute screen break.

SAM training: qualitative analysis with source screenshots
Friday, 11 December 2026

10:30–12:00 GMT · Europe/London

Registration open

Qualitative Data Analysis with SAM: Interviews, Coding and Interpretation

Repeat delivery · choose one date · £60 standard / £40 student-access

Work through an interview-led analysis and see how its approach extends to open-text survey responses. Learn how to organise material, develop and revise codes, examine AI-supported suggestions, and connect interpretations to their source excerpts. This introductory webinar uses prepared SAM datasets to explore analytical judgement, thematic development and comparison, with time for discussion and optional guided practice throughout the session. A free Zoom account is required to watch the private course replay.

  • Explain what source, case and speaker information needs to accompany qualitative material when it is prepared for analysis.
  • Apply and refine a small coding scheme, explaining the reasoning behind a coding decision.
  • Assess automated suggestions through close reading, code definitions and consideration of alternative interpretations.

Live online · 90 minutes, including a five-minute screen break.

Researcher-defined stance in SAM
Tuesday, 15 December 2026

10:30–12:00 GMT · Europe/London

Registration open

Sentiment, Emotion and Stance: From Analysis to Coding

Live online webinar · £60 standard / £40 student-access

Examine how a text can express frustration, support a proposal and describe a positive encounter at the same time. Learn to distinguish sentiment, emotion and stance, review saved labels against source context, and explain how these readings can inform a purposeful qualitative coding exercise.

  • Define an explicit stance proposition and identify the referents within a passage.
  • Explain the different questions addressed by sentiment, emotional expression, stance and qualitative coding.
  • Review a saved classification through contextual reading and explain a revised or unresolved interpretation.

Live online · 90 minutes, including a five-minute screen break.

Building Research Datasets for Big Qual Analysis: GOV.UK collection and review with narrative timeline, theme travel and network examples
Friday, 8 January 2027

10:30–12:00 GMT · Europe/London

Registration open

Building Research Datasets for Big Qual Analysis

Repeat delivery · choose one date · £60 standard / £40 student-access

Build a purposeful research dataset from online sources and imported material. Learn how a research question shapes source selection, collection boundaries and inclusion decisions, then use prepared examples to review provenance, organise material and explain what the resulting dataset can support.

  • Frame a research question that supports clear source and inclusion decisions.
  • Explain how collected and imported material contribute different kinds of evidence.
  • Review a prepared dataset for relevance, provenance, gaps and limitations.

Live online · 90 minutes, including a five-minute screen break.

Pricing

Choose a plan for your research.

Start with a 14-day trial. Academic, professional and team plans are available. Prices are in GBP, plus VAT where applicable.

Choose your billing period

Academic

£9.58/ month

Monthly equivalent · annual billing

For academic, student, independent and early pilot use.

£115 billed yearly.

Choose Academic

Professional

£63.25/ month

Monthly equivalent · annual billing

For consultants, evaluators and professional researchers.

£759 billed yearly.

Choose Professional

Research Team

£103.33/ month

Monthly equivalent · annual billing

Five named users in a private shared research workspace.

£1,240 billed yearly.

Choose Research Team

Start exploring SAM

Your material. Your next research question.

Explore the workflow with sample corpora.

Start your 14-day trial