I'm a big fan of Highlight Canvas to analyse highlights of interviews.
I always try to frame the tagging before tagging. For example, sometimes I use groups of tags of: Job-to-be done (JTBD) / Gains / Pains /opportunities. And then tag content that is a JTBD or a task, for example "washing dishes". I would tag in the group Gains what helps to wash dishes, for example: good detergent..Now I'll tag 'good detergent' under the category of Gains with the same tag name "washing dishes". There will also be a tag "washing dishes" in the group Pains and Opportunities. Same tag, different Tag groups.
Then, when I create my insights canvas I ask Dovetail to group the highlights by tag. And that helps to group A JTBD with it's Gains, Pains and Opportunities...Select all the content and create an insights and/or ask AI to summarise the content....I love it!
