Using Framework Analysis Deductively: A case study from alcohol and tobacco tax policy and modelling research

Jennifer Hatchard, Duncan Gillespie, Penny Buykx

Research output: Contribution to conferencePaper


This ongoing study aims to examine the utility of applying framework analysis deductively to joint interview data in public health policy research. The research specifically explores the potential for using taxation to more effectively change population behaviour relating to alcohol and tobacco use, both of which are major risk factors for cancers, respiratory and cardiovascular disease. The research was conducted as part of a larger project – Syntax – which aims to model taxation policy options for alcohol and tobacco together for the UK.

Results from a rapid review of academic and grey literature (n=72) were synthesised into a stakeholder briefing. The briefing was used to structure and guide five joint interviews, each with both one alcohol and one tobacco policy expert from governmental, quasi-governmental and advocacy organisations (n=10). Transcripts were coded deductively using a refined version of the interview structure, following Nicola Gale et al.’s example. Coded data were summarised in a matrix of “cases” (participants) and coding categories, from where similarities, differences and relationships were analysed and interpreted through an iterative process of reflection and discussion within the project team.

Using framework analysis made it possible to systematically examine the data along a range of analytical vectors: by case, by participant category, policy option, and by product type. In doing so, the research team were able to synthesise preferred detailed policy options, associated objectives, and potential mediating factors. This level of detail was crucial to enable the qualitative rapid review and joint interviews to be used effectively to inform the quantitative modelling stage of the project. Framework analysis also proved useful in helping the research team understand the complex context of these policy options.

Framework analysis is an appropriate tool for conducting a highly structured analysis where codes have been identified a priori and where outputs have an instrumental purpose to inform further planned research.

Gale, N, Heath, G, Cameron, E, Rashid, S, Redwood, S, 2013, Using the framework method for the analysis of qualitative data in multi-disciplinary health research, BMC Medical Research Methodology 13:117

National Institute for Health Research
Original languageEnglish
Publication statusPublished - 31 Jan 2019


  • Alcohol
  • Tobacco
  • Tax
  • Qualitative


Dive into the research topics of 'Using Framework Analysis Deductively: A case study from alcohol and tobacco tax policy and modelling research'. Together they form a unique fingerprint.

Cite this