Thematic analysis without paradox: sensemaking and context

Purpose In this paper, the authors underpin thematic analysis with a philosophical and methodological dimension present nuanced perspective on application of in data-driven context. Thematic is widely used qualitative analytic method; it perceived as transparent approach that offers single meaning. However, through Husserlian descriptive phenomenology, paper aims to examine issues regarding subject/object multidimensional meanings realities. Design/methodology/approach most extant studies, has become prescriptive approach. This emerging been applied range studies social organisational issues, knowledge management education. despite its wide usage, researchers are divided effectiveness. Many choose quantitative approaches an alternative, some disagree what counts definitive framework process for analysis. Consequently, provide level validity emphasising specific based ontological epistemological positions. Findings Contrary common mantra from contemporary who claim often static enduring approach, current highlights dynamic nature deeper understanding ways which can use right understand complex data Originality/value Several insights literature were identified, including conceptualisation Understanding phenomenology provides basis undertake whole inclusive previously undifferentiated perspective.