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In line with King (2004), an initial template was developed after the three pilot interviews within the framework of the matrix. An initial template should not contain too many themes, for fear of blinkering the analysis that follows (Brooks & King, 2014), or too few codes for this may lead to a lack of direction. I decided to create an initial template after the three pilot interviews because it helped ensure that the process I was adopting had resonance with respondents, and was yielding meaningful themes that could be coded in the way I had anticipated. As a novel approach²⁵, I felt that it was important to have an early indication that the method could be successfully operationalised before proceeding too far into the data collection process.

An example of how the data has been coded is shown in Table 8. The example relates to the time period “mid to late-80s”. The column titled ‘level’ refers to the architectural layer, in this case ‘product’, the column titled “theme” refers to how the theme was named, the column titled ‘meaning’ refers to the definition of the theme, and the column titled ‘textual data’ is the verbatim textual data from one of the transcripts. The textual data highlighted in yellow shows the relevant verbatim quotations. As shown in the example to follow, I have used, where possible, theoretical constructs derived from the extant literature as themes, such as “component interdependence”.

25 Combining matrix and template analysis is a relatively new approach in the literature. King, et al., (2007) is a notable exception

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Level Theme Meaning Textual data

Product Component interdependence

Components of the products are linked and cannot be easily separated

“what you had was the pricing, the commission structure. It was all intertwined, interlinked” vertically integrated. I mean the investment houses were by and large in-house”

“Then in 1988 we had the introduction of personal pensions. We had the Government advert “Breaking the Chains”. teams within the firm so you'd have an actuary; you'd have a marketing person; you'd have an IT person;

you'd have a finance person. And they were all sitting in the same building.

Table 8: Example of coding textual data to themes

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The initial templates generated following the three pilot interviews are shown below in Tables 9 to 18.

Product Firm Industry

Component interdependence

Gains from integration Deregulation

Integrated fund management

Changes in distribution structure

Fund unitisation Unit-linked entrepreneurs

Integrated advice Product complexity

Table 9: Initial template product, firm and industry themes: mid to late-1980s

Mirroring Team co-location Multi-disciplinary teams

Sequential development process

Table 10: Initial template mirroring themes: mid to late-1980s

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Product Firm Industry

Component interdependence

Gains from integration Emergence of IFAS

Component independence Gains from trade Direct sales regulation

Fund components Capabilities Unit-linked entrepreneurs

Product complexity Industry consolidation

Pensions mis-selling

Table 11: Initial template product, firm and industry themes: early to mid-1990s

Mirroring Team co-location Multi-disciplinary teams

Sequential development process Component structure

mapping

Table 12: Initial template mirroring themes: early to mid-1990s

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Product Firm Industry

Component interdependence

Gains from integration Industry consolidation

Component independence Gains from trade Horizontal integration

Platforms Capabilities IFA channel

SIPP architecture Pensions mis-selling

Drawdown Product complexity Stakeholder pensions

Standards

Table 13: Initial template product, firm and industry themes: mid-1990s to mid-noughties

Mirroring Team co-location Component structure

mapping Geographical dispersion

Table 14: Initial template mirroring themes: mid-1990s to mid-noughties

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Product Firm Industry

Component interdependence

Gains from integration Australian influence

Component independence Gains from trade Horizontal integration

Platforms Capabilities D2C channel emergence

Product complexity Governance inseparability

Industry consolidation

Standards

Table 15: Initial template product, firm and industry themes: mid-noughties to 2012

Mirroring Team co-location Component structure

mapping Geographical dispersion

SBUs Integrator roles

Table 16: Initial template mirroring themes: mid-noughties to 2012

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2012-2014

Product Firm Industry

Component interdependence

Gains from integration Industry consolidation

Component independence Gains from trade Horizontal integration

Hybridity Capabilities

Guided architecture Governance inseparability

Table 17: Initial template product, firm and industry themes: 2012 to 2014

Mirroring Team co-location Component structure

mapping Geographical dispersion

SBUs Integrator roles

Table 18: Initial template mirroring themes: 2012 to 2014

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The initial templates illustrate how I thematically coded interview data according to the time period and unit of analysis. For the purposes of the initial templates, textual data was only coded to one hierarchal level to avoid putting too much structure around the themes that may blinker further data analysis (King & Horrocks, 2010). At this point, it should also be noted that data analysis software NVivo 10 was used to aid with organising and coding the data set.

King (2004) suggests that hierarchical coding within template analysis is well-suited to computer-assisted analysis. I also found that Nvivo 10 was a useful tool to organise the templates within the matrix structure. NVivo does not analyse the data or make any interpretation of the data analysis on its own, however its organising capabilities made NVivo very useful when comparing themes to data, and reiteration through the data on a number of occasions led to various codes being inserted, deleted, combined, and order changes within the hierarchy (King, 2004). Using Nvivo made this process a lot simpler and more efficient.

An argument against the use of software such as NVivo comes from researchers from an interpretivist or social constructionist stance who may be wary of the ‘structure’ that NVivo adds to the data analysis process, however I did not feel the use of NVivo conflicted with my subtle realist commitments.