13.1 There are a number of reasons why we may describe qualitative analysis as an ‘interactive process’. Analysis needs to occur during the collection of data as well as after it. This helps to shape the direction of data collection, especially where you are following a grounded theory approach. The interactive nature of data collection and analysis allows you to recognise important themes, patterns and relationships as you collect data. As a result, you will be able to re-categorise your existing data to see whether these themes, patterns and relationships are present in the cases where you have already collected data. In addition, you will be able to adjust your future data collection approach to see whether they exist in cases where you intend to conduct your research.