Figure A1
The flowchart presents the process of qualitative coding and theme development from interview transcripts. The top section describes intercoder reliability involving a team of 4 coders using a 2 level verification process, where discrepancies are resolved through discussion and literature cross referencing. Below this, two experienced researchers create initial verbatim codes and subsequent axial codes, while the third and fourth researchers review the coding process and results. The left column begins with a transcribing stage stating that 26 transcripts are transcribed to explore the stimuli. Multiple participant quotations are listed below, discussing topics such as real time weather factors, context aware diagnosis during COVID 19, country specific diseases, demographic information, behaving like a Northern person, genetics and racial background, integration with lifestyle devices, and consumption habits. The middle column presents in vivo coding by assigning codes based on actual participant phrases. Bullet points include real time weather factors, context aware, situations like COVID 19, demographic information, occupations or where they live, behaving like a Northern person, genetics and racial background, integrating with users’ lifestyle devices, and understanding consumption habits. The next stage presents axial coding through categorising similar codes into broader categorical themes. Bracketed groupings identify themes including context aware, demographic representation, and aspirational lifestyle integration. The right column presents themes allocation by cross referencing themes with previous studies and assigning them to symbolic versus natural stimuli categories. A theme development notes section explains the refinement of socio-cultural identity alignment into the theme situational and cultural fit, supported by references discussing situational relevance, cultural fit, and identity alignment. Arrows connect all stages from transcription through coding and final thematic allocation.Coding procedure
Source: Authors’ own work