Table 2.

Example of data analysis process

Codes (from interview and observational data)	Categories	Theme
GP interview Eczema ‘simple to treat’ nothing much has changed over the years – it’s bread and butter to us.	It’s simple to treat	Beliefs about eczema
HV interview Basics are the same, but there’s lots of personal preference.
GP interview Common complaint ‘know by heart’.
Observational data Perception from GPs that it’s a straightforward condition, treatment is fairly standard and that there is limited need for further knowledge. Intranet rarely used but fairly standard set of resources for GPs.
GP interview Software will fire up a message if another product should be used.	No need to think too much
Pharmacist interview Script Switch – computer tells you if you are prescribing the wrong thing and suggests an alternative.
Observational data Belief that guidance is more about cost that research.
Observational data Eczema is not a condition that is mentioned in ‘learning’ interactions such as debriefs.

GP, general practitioner; HV, health visitor.