Product / Coding

Develop your coding. Deepen your interpretation.

Bring your research question, your codebook and your reading of the material into one workflow. Use Classic Coding for qualitative, sentiment and stance analysis, and Adaptive Coding Studio to develop a reviewed coding approach.

Start with your own material or explore SAM’s built-in sample corpora.

Start free trial Explore coding approaches

14-day trial · Sample corpora included

Classic Coding

Three ways into your material.

Research question

What shapes participation?

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

ConfidencePractical access

Fictional example · illustrates an analytical approach

Classic Coding · Qualitative

Develop an interpretation across your dataset.

Define codes, read in context and examine recurring meanings. Apply codes manually or use AI assistance, then review the coded material.

See the current workspace

Your analytical approach

Read closely. Work systematically. Keep learning.

Personal experiencePractical accessPerceived changeSuggestions for improvement

Illustrative codebook · shaped by the research question

SAM in Action

Use stance categories that fit your study.

Build or upload a researcher-defined stance codebook, then let SAM apply it as a reviewable analysis view. Sentiment can still show tone; stance shows how each text is positioned on the issue.

Adaptive Coding Studio

Learn from the examples you review.

Develop a coding profile through a cycle of learning, evaluation and review. Choose the version and application scope that fit your project.

01
Learn
Develop a profile from reviewed coding examples.
02
Evaluate
Check how it performs on further material.
03
Approve
Approve a version when it is ready for your project.
04
Apply
Choose the scope for applying that version.
05
Review
Inspect results and follow changes in project history.

Approval records the version you have chosen; applying it is a separate action. Keep methodological decisions and validation evidence alongside your interpretation.

Inside SAM

See the current coding workspaces.

These screens use SAM’s built-in Mental Health Contested Topics interview sample. Open either image to inspect the workspace.

Classic Coding

Adaptive Coding Studio

Explore the new interview and survey tours.

Walkthroughs of the current interface, with on-screen explanations.

Review Classic Coding

Read walkthrough text

Classic Coding brings close reading, sentiment and stance into SAM.

Start with an interview excerpt. Read it in context, then consider how it speaks to your research question.

Keep code definitions beside the material. Explore the presets, add your own codes, or bring in an existing codebook.

For survey responses, examine sentiment alongside the source text. Compare SAM's reading with your own, and record your interpretation.

For stance, choose a lens and read its category definitions. Consider each response in relation to the question or proposition.

Export coded texts and your codebook to support further analysis, reporting and discussion.

Explore Classic Coding with interview and survey examples in SAM's sample corpora.

Review Adaptive Coding Studio

Read transcript

Adaptive Coding Studio helps you develop a coding approach through reviewed examples.

Begin with your codebook. Review grouped codes and their definitions alongside the interview material.

Open a record and read the full text. Here, Personal experience is selected, ready to add as a code.

As you review coding, use Learning to follow the decisions and examples available for developing a revised profile.

In the survey project, AI comparison sets out how to compare two profiles using the same separate evaluation records.

When a profile is ready, approve it. Then choose where to apply it, and review the resulting coding.

Explore Adaptive Coding Studio with SAM's interview and survey samples. Develop your approach through continued review.

Methods & workflow

A codebook that grows with the research.

01
Make definitions explicit
Record what belongs in each code and use examples to clarify difficult boundaries.
02
Compare readings
Use researcher and SAM coding, consistency tools and review to examine differences in interpretation.
03
Carry the work forward
Export coded texts and your codebook for the next stage of analysis and reporting.

Visual Coding

Give images a place in your analysis.

Apply your own tags in the dedicated Visual Coding workspace in Results. Tone of Voice and Framing also offer media galleries for exploring images alongside those analytical views.

ContextRepresentationMeaning

Explore SAM with sample data

Visual Coding workspace with images and researcher-applied tags — Visual Coding in SAM

TRAINING & WEBINARS

Qualitative analysis with SAM

Follow a worked example from a research question through close reading, code development and an evidence-based interpretation.

View session details

Develop your coding. Deepen your interpretation.

Three ways into your material.

What shapes participation?

Develop an interpretation across your dataset.

Read closely. Work systematically. Keep learning.

Use stance categories that fit your study.

Learn from the examples you review.

Learn

Evaluate

Approve

Apply

Review

See the current coding workspaces.

Classic Coding

Adaptive Coding Studio

A codebook that grows with the research.

Make definitions explicit

Compare readings

Carry the work forward

Give images a place in your analysis.

Qualitative analysis with SAM

Your material. Your next research question.