Tonight I continued watching MAXQDA sessions. The one I started tonight was a Research Session titled “Thematic Analysis with MAXQDA: Investigating Factors Influencing Audience Attention in Ramadan Advertising.”Wissal Mahdhi was the speaker on October 10, 2024. This was Mahdhi’s graduate research. The research was prompted by the lack of knowledge on consumer responses in Tunisia. Mahdhi had three objectives related to analyzing attention patterns of Tunisian viewers towards advertisements during Ramadan using a mixed methods approach. The target population was Tunisian viewers and the context focused on attention behavior during Ramadan. Ten participants involved in eight eye-tracking sessions were analyzed. One-hour interviews were conducted. Quantitative data included eye-tracking metrics, storyboard technique, and dwell time analysis. Thematic analysis using MAXWDA provided qualitative data analysis. Mahdhi used MAXQDA AI assist and created a code system. MAXQDA outputs helped visualize code occurrence and trends. Mahdhi summarized findings and factors influencing attention found through the analyses.
