Similarly, when we analyse anonymised transcripts of interview or focus groups, through deductive coding we can match what the team said against the COM-B domains, to analyse what seem to be important barriers. Consider this (fictional) extract from a focus group with the team. What more does this tell us about the key determinants of behaviour?
This tells us more about the reflective motivation barriers, including some misunderstandings about the prevalence and severity of ‘flu in pregnancy, pointing towards tailor-made interventions that could help. You can also see here that ‘triangulation’ is useful – comparing data from several exploration methods to build up a full picture.
For more information about quantitative and qualitative data analysis, you may wish to consult a research methods book such as Walliman, N. (2017). Research Methods: The Basics: 2nd edition.