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In order to investigate practitioners' opinions of softwareprocess and software process improvement, we havecollected a large volume of qualitative evidence from 13companies. At the same time, other researchers havereported investigations of practitioners, and we areinterested in how their reports may relate to our evidence.Thus, other research publications can also be treated as aform of qualitative data. In this paper, we review adviceon a method, content analysis, that is used to analysequalitative data. We use content analysis to describe andanalyse discussions on software process and softwareprocess improvement. We report preliminary findingsfrom an analysis of both the focus group evidence andfour publications.Our main finding is that there is an apparentcontradiction between developers saying that they wantevidence for software process improvement, and whatdevelopers will accept as evidence. This presents a seriousproblem for research: even if researchers coulddemonstrate a strong, reliable relationship betweensoftware process improvement and improvedorganisational performance, there would still be theproblem of convincing practitioners that the evidenceapplies to their particular situation.