Why ‘Challenges’ is the Worst Theme Name You Can Use
What’s in a name? When it comes to thematic analysis, the answer is a lot.
Theme names are not just a way to label a cluster of codes. The reality is, language doesn’t just describe meaning, it shapes it. The words you choose for your themes influence how readers interpret your research, how they connect findings to their own knowledge, and even how your conclusions are perceived.
A poorly named theme can bury an insight before it has a chance to be understood. A well-named theme, however, can change the entire way a reader engages with your work.
So, how exactly does language influence interpretation - and what happens when we don’t get it right?
Why Weak Theme Names Undermine Research
Would you trust a research paper with themes called “Challenges”, “Positive Experiences”, or “Emotions”? Probably not. These labels are too vague to communicate anything meaningful. While they might seem like useful summary terms, they fail to capture the depth and nuance of the findings.
A theme name like “Challenges” does not tell the reader what kind of challenges were experienced, who faced them, or why they matter. A name like “Barriers to Career Progression in Early-Career Researchers”, however, immediately tells the reader what the theme is about and why it is important.
Weak theme names strip findings of their impact. They make results look surface-level and uninspired when, in reality, the data may be rich and insightful. Worse, they make it difficult for other researchers to cite or build upon your work because the themes do not clearly communicate what was found.
To avoid this, it is essential to use precise, meaningful, and engaging theme names. Depending on the research context, this can be done in different ways.
How Language Frames Interpretation in Research
When we read, we don’t just absorb information passively. Our brains process meaning based on associations, context, and past experience. The words you use in your theme names act as mental shortcuts that prime the reader’s expectations before they even read the content of the theme.
For example, take a research study exploring employees’ experiences of hybrid work. Imagine two different ways of naming a theme:
"Challenges of Remote Work"
"The Hidden Costs of Hybrid Work"
Both might describe the same dataset, but they frame the findings very differently. The first suggests a neutral discussion of difficulties, while the second implies something overlooked and perhaps more serious. The latter immediately primes the reader to expect a more critical take, even before they engage with the actual data.
This isn’t just about perception - it’s about cognition.
Cognitive Framing and the Science of Interpretation
Psychologists have long studied how framing effects influence decision-making and interpretation. Language is not neutral; it guides the way people process and recall information.
A classic example comes from Daniel Kahneman and Amos Tversky’s research in cognitive psychology. They found that people made different choices based on how information was presented, even when the data itself remained the same.
For instance, in a medical study, participants were told:
"This procedure has a 90% survival rate."
"This procedure has a 10% mortality rate."
Both statements convey identical statistical information, but the first framing led participants to feel more positive about the procedure. This is how subtle shifts in language alter perception and decision-making - and the same principle applies to how readers interpret themes in research.
If a theme name implies certainty, urgency, or negativity, readers will unconsciously approach it differently than if it suggests neutrality, balance, or ambiguity. This means that as researchers, we have a responsibility to choose language that reflects the data accurately, rather than unintentionally nudging the reader toward a biased interpretation.
Further than that, it changes the way you view your data.
Injecting your own biases early in the analysis process can sway the conclusions you draw. The moment you assign a name to a theme, you are making an interpretative choice, whether you realise it or not. If you label a theme “Workplace Toxicity”, for example, you are priming yourself to view all data under that theme through a negative lens, potentially overlooking more neutral or even positive perspectives within the same category. The problem is that once a theme name is chosen, it becomes a cognitive anchor - it shapes how you categorise new data, reinforcing existing patterns rather than allowing themes to emerge organically. This can lead to confirmation bias, where you subconsciously seek out evidence that supports the theme name you’ve already assigned, instead of critically assessing whether the data actually fits. This can create a feedback loop where your themes no longer reflect the true complexity of the dataset but rather your own framing of it. That’s why it’s crucial to remain reflexive during the analysis process, questioning whether your theme names are truly data-driven or if they are subtly shaping the conclusions you draw.
To ensure your research findings remain accurate and credible, theme names should be as neutral and objective as possible. A well-chosen theme name reflects what the data actually shows, rather than imposing a particular interpretation or emotional tone.
Neutral theme names help you avoid confirmation bias, ensuring that all perspectives within the data remain visible rather than being filtered through a pre-existing assumption. They also make your research more transparent and reproducible, allowing other researchers to engage with your findings without being influenced by emotionally loaded language. Instead of framing themes in ways that lead the reader, opt for descriptive, precise, and data-grounded names that capture what is present in the data - not just what stands out most to you.
The Danger of Oversimplified or Overloaded Theme Names
Researchers often make two mistakes when naming themes:
1. Oversimplification: Stripping Away Nuance
Themes like “Challenges”, “Barriers”, or “Opportunities” may seem useful, but they flatten complexity. They reduce a rich dataset into a vague umbrella term that fails to communicate what the theme is actually about.
Take, for example, a study on climate change attitudes. A theme named "Public Concern" is too broad—does it mean people are worried? Angry? Hopeless? Motivated to act? A better approach would be "Frustration with Government Inaction" or "Moral Responsibility vs. Personal Inconvenience", which immediately give insight into what the data reveals.
When theme names are too broad, the reader is left to guess at the meaning, which increases the likelihood of misinterpretation.
2. Overloaded Theme Names: Leading the Reader Too Much
On the other end of the spectrum, theme names can sometimes impose meaning rather than reveal it. If a researcher names a theme “The Failure of Leadership in Education Reform”, they are already making a judgement before the data has a chance to speak for itself.
In some cases, this kind of theme name might be justified, but if the evidence is more mixed, a name like "Conflicting Perspectives on Leadership in Education Reform" allows for a more balanced and data-driven approach.
This is particularly important in qualitative research, where the goal is often to reflect the diversity of perspectives, rather than force a single interpretation.
Bottom Line: Naming Themes is a Critical Part of Thematic Analysis
Theme names are not an afterthought. They are a crucial part of how research findings are understood, remembered, and applied.
Every time you name a theme, you are framing the reader’s interpretation—whether you intend to or not. Language shapes perception, and perception shapes conclusions. That means choosing the right words is as important as collecting the right data.
So next time you finalise your themes, ask yourself:
Does this theme name truly reflect what the data is showing?
Could someone misinterpret this theme because the wording is too broad or too loaded?
If another researcher cited this theme, would they be accurately representing the findings?
Because the words you choose, are the story you tell.
