When researchers carefully read and listen to conversations over and over again to develop a framework of categories that group, label, and summarize particular acts of communication in the data, researchers are using the content analysis approach to understanding communication. Content analysis is a quantitative method to measure the content that is being reviewed. By using this information those listening can try to better understand what is going on within the conversation and what are the strengths and weaknesses from the data being collected. When you understand communication, you need to understand who is speaking, what they are speaking about and how it relates to the topic.