This repository contains two datasets concerning the analysis of two focus groups about data visualization. frequency_matrix.xlsx: this resource contains a frequency analysis matrix of the focus groups. The categories are identified on the horizontal axis, using different colours according to the hierarchy of the categorical system (meta-category, categories, and subcategories) to facilitate the subsequent axial coding of the content. content_matrix.xlsx: this resource contains the analysis of the content of the two focus groups. Following data reduction, the ideas or units of analysis about each category were grouped and coded. In this way, the content analysis was completed with the coding of the units of analysis about the respective categories using the axial coding procedure.