ABSTRACT
Most researchers would concur that preliminary evaluation and analysis take place in parallel with data generation/collection and are iterative, reflexive activities. Analysis is not about adhering to any one correct approach or set of right techniques; it is imaginative, artful, flexible and reflexive. The outcome of the analysis is usually some kind of higher level synthesis a big picture, an interpretation. In terms of making an analysis and presenting it, the multimedia matrix can give direct access to the data, as well as presenting a holistic interpretation. The ubiquitous mind map is valuable at all stages of the research process, not least in analysis. In analysis, the use of metaphor can provide a valuable way of thinking about and interpreting data. A. Coffey and P. Atkinson-1996 suggest that: Metaphors are a figurative use of language, a ubiquitous feature of a culture's or an individual's thinking and discourse.
